Price does not matter… if the product is exactly what the buyer wants.
Okay, so extreme prices will always matter, but for any price that’s not outlandish, it really should be irrelevant to the buyer’s decision process.
The responsibility for creating this irrelevance is on the marketer.
First, marketers need to know what buyers truly desire. What do buyers want? As Clay Christensen puts it, “what job needs to be done?”
Second, marketers need to create products (goods, services, information, etc.) that fulfill buyers’ desires. Tailor products to buyer needs so that there are no gaps between desire and delivery.
Finally, marketers need to communicate how their products satisfy buyer needs in a way that gets buyers to focus on, appreciate, and embrace the value of the benefits that the product offers. It’s at this moment that buyers will think so much about satisfaction that any reasonable price becomes merely an afterthought.
When it comes to price, the goal of your branding efforts should be to make price as irrelevant as possible.
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