How Does Don't Justify Your Prices. Do This Instead. Work?

When you don't justify your prices, it’s like telling people what they want before they even ask, and that makes them happy.

Imagine you're selling lemonade at a stand on a hot day. If someone comes up and says, "That's too expensive!" and you start explaining why your lemonade costs more, maybe because you used extra sugar or the best lemons in town, that’s justifying your price. It feels like you’re trying to convince them they should pay more.

But if instead, when someone says, "That's too expensive!" you just smile and say, "Okay," then offer a smaller cup of lemonade for less money, that is not justifying your prices. You're being flexible, showing that you care about their happiness, and maybe they'll come back tomorrow ready to pay full price.

When you don't justify, you let people feel like you understand them. It's like when a teacher says, "You can do this," instead of explaining why the math problem is hard, it makes you want to try harder.

But if you justify too much, it feels like you're trying to trick them into paying more, just like when someone tries to sell you a bigger toy but keeps telling you how amazing it is.