A reader’s insight about value psychology reveals the secret to overcoming price resistance — and what luxury brands know that you don’t
Subscriber Rana nailed something many entrepreneurs struggle with.
She asked: “How do I articulate value without talking about money?”
Smart question. Even smarter instinct.
This powerhouse lady runs a janitorial business, sells real estate, and is preparing to launch a premium cleaning product line.
Different industries, same challenge.
Humans have weird, contradictory relationships with money.
They’ll critique a $50 service as “expensive” while carrying a $3,000 handbag and driving a $100,000 Range Rover.
Because it’s not about the actual dollars, but about psychological value markers.
As I said to Rana, value exists entirely in the mind of the buyer.
The brands that get this never lead with price.
Rivian doesn’t sell $100,000 pickups. They DO sell “electric adventure vehicles.”
Rolex doesn’t sell $20,000 watches. They DO sell “a crown for every achievement.”
Peloton doesn’t sell $2,000 bikes that go nowhere. They DO sell “never riding solo again.”
The magic happens when you connect your solution to their desired identity.
Rana’s janitorial service isn’t “premium cleaning.” It’s “the partner that lets you focus on growing your business while we keep your workspace amazing”
Her real estate approach isn’t “low commission.” It’s “the advisor who maximizes your most valuable investment.”
Her premium cleaning products aren’t “expensive supplies.” They’re “the tools that make cleaning and using your spaces more enjoyable.”
Frame value around transformation, never transaction.
What does the buyer’s life look like after they hire you?
How do they feel about themselves?
What becomes possible?
Skip the price justification. Paint the after-picture.
Money-focused conversations happen when value is unclear.
When transformation is obvious, price becomes secondary.
What transformation do YOU deliver that has nothing to do with dollars and cents?
Forward this to someone struggling with price conversations, or reach out to my team of product marketing strategists at Graphos Product.