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. My head’s about to split open like a ripe watermelon. Make it stop!”

“$100. If I down some Advil and crack a cold one, the pain is manageable. But if you have something, I'll take it.”

…

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 value price.

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