Impact Pricing: Pricing Table Topics #86: Jack of Clubs: Price Is Not Driving the 'Will I' Decision (opens in new tab)

This one is the Jack of Clubs from the Selling Value card deck. It's true, price doesn't drive the 'will I' decision. When people are making a 'will I' decision they're trying to decide, is this a place where I should spend my resources? And although you can imagine if I make a huge change in price, I could get somebody to change their mind in terms of, will they buy in this product category or not. But most of the time that's not what's driving the decision. For example, are you in the marke...