It’s too expensive!

Or is it?
Because maybe it’s too cheap.

Price is a story. A cheap price tells a different story than an expensive price.

It’s too cheap when your customer chooses the competition over you because the story your customer derives from the price has destroyed trust in your offer.

Price is also an enabler. Higher prices enable more premium offers.

It’s too expensive when the service you provide can’t live up to the story your customer derives from the price.