They Probably Wont Buy It If You Let Them

There are complex choices that you gamble with when you are selling something to a customer:

If it’s cheap then everyone can buy it and a certain market will.

If it’s well priced and accessible then some people might buy it but it may be overexposed for others.

If it’s expensive and accessible then most can’t afford it and those who can may not buy it because it’s accessible.

If it’s extremely expensive and accessible then the extremely wealthy can buy it but probably wont.

If it’s extremely expensive and inaccessible then the extremely wealthy will want to buy it but wont be able to which will make them want it more.

You can’t live in all of these worlds.

Ferrari notoriously treats their top clientele with a sense of disdain and disregard.

Hermes has a $60 000 bag that they just wont sell you, even if you beg.

Walmart probably has a bag for $10 that they want everyone to buy.

If Walmart sold a $60 000 bag their customers would think it was a prank.

Know your market, understand your customer and trust your brand.