Sales Strategies: Comparing Apples to Oranges

Another way to catch the attention of customer is comparing different means and not same means. Here it is; "You can't compare apples to oranges." I'm sure you've heard that; I encourage you to get it completely out of your mind! The secret to eliminating price resistance is to compare apples to oranges! Here is the example:
Most audio cassette albums, available on a variety of topics, sell for an average of $10.00 a tape. On that basis, these 18 cassettes would sell for only $180.00. The economics of marketing via free seminars required that we sell for the considerably higher price. Also, due to the specialized, valuable nature of the information in these cassettes, we felt justified in commanding the higher