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
price. But how do you clearly  and successfully justify that price to the consumer? Obviously, if you compare other cassette products to these cassette products (apples to apples), you're dead.
In this case, we compared cassettes to seminars. If the participants obtained the same basic information in the cassettes by attending the seminars on which the cassettes were based, they would spend more than $780.00 on enrollment fees alone, not to mention time away from their practices during the week or family on weekends, travel and lodging costs, and other expenses. All things considered, by buying the tapes, people could save much more than $300.00!
By switching to an apples-to-oranges comparison, you will be presenting a compelling argument of savings to the customer.
Source: Sales Success by Dan Kennedy