With two decades of business experience, until a couple years ago I thought it was "just as easy to sell a high ticket item as a low ticket item."

However, I've had the realization that it is actually "easier to sell a high ticket item rather than a low ticket item."

This has lead me to a better understanding of Pricing, and why Foot In The Door strategy is pretty stupid.

What this realization revolves around is a jolt of understanding that sounds incredibly dumb...but people behave as if the opposite was true:

*The people who have money...HAVE MONEY.*

*The people who don't have money...DON'T HAVE MONEY.*

So why are you trying to push Foot In The Door products and services to broke business owners?!

For the people with money, it is no matter to move a portion of what they already have over to you.

For the broke people, it is a huge problem. They must rob Peter to pay Paul.

People who have money are also used to larger numbers. They are more comfortable with delegating and outsourcing: in fact, they are DELIGHTED when someone with actual competency comes along. And they will happily pay extra for that assurance of good fulfillment of a product or service.

The struggler has to make desperate choices.

The affluent has to make a decision.

It is much, much easier to position and sell to a high-end marketplace because of this. That realization has transformed my business, my earnings, and the scope and satisfaction from my projects over the last two years.