What’s the catch?

It’s common to have great products that focus their efforts for sales on price as their main differentiator.

“If we are the cheaper and most efficient alternative, they’ll buy.”

“We focus on the product. A good product will make people buy.”

However, their customers can only think “What’s the catch?“

If it sounds too good to be true, it might very well be.7

The intentions are there. The performance is there. It delivers. The thing with it is that in a customer’s mind, that’s not enough.

They don’t want to feel stupid:

• I can’t look like I’ve been overpaying all this time before.
• I can’t look that naïve. What if it actually breaks in no time?
• I can’t make a bad decision with too many unknowns.

Reality is your option is too risky for them.

If your offering really delivers and makes a difference to your customers, the simplest way to start reducing that perceived risk is changing your prices (up, btw).

A price is the representation of your promise.