Sarah realized the chair was not just a piece of furniture, but a solution to her daily pain. She smiled, took out her credit card, and bought the chair. Alex succeeded because he stopped selling the product and started selling the solution to her problem.
Sarah looked at the price tag and hesitated, saying it was a lot of money. Alex agreed that it was an investment. He then broke down the cost. He asked her if she would pay two dollars a day to eliminate her back pain and feel energized at work. She said yes. He explained that over the course of a few years, that was the exact cost of the chair. He shifted her focus from the high upfront price to the daily value of her health and productivity.
To help you apply this story to your own business, could you tell me: What do you sell? Who is your target customer ? What is the biggest objection they usually have?