How much would you pay to make an eyeball-splitting migraine go away?

...

Possible responses:

“$10,000. I’m an exec at a big-dealio company, and today is our company’s celebrity golf tournament. I’m dying to be there – I’ve been dreaming of trouncing my colleagues, and I got paired with Tiger Woods!”

“$1000. I’m heading on stage to keynote this conference and can’t even see straight!”

“$100. I’m trying to polish off this return, and I need to be able to think clearly.”

“$10. If I down some Advil and crack a cold one, the pain is manageable. But if you have something, I'll take it.”

“$0. It’ll go away on its own.”

…

Each person’s perception of the value of making a migraine go away is unique to them.

None of the above stated amounts are backed by guaranteed ROI.

It’s, “I want that because _______ ."

Buyers’ reasons are legit to them.

…

Of course, de-risking the buyer’s decision by providing some form of guarantee helps, but guaranteed ROI is not required to drive value, and it’s not needed to price relative to value.

Scared to increase prices without running your thoughts by someone first?
Watch this space for a big announcement coming in October…