I was invited to attend a webinar with Russell Brunson which was a presentation he had at an e-commerce convention. His presentation was about an hour long most of which outlined his approach to upselling but I found the most valuable insight to be this; there are only 2 kinds of buyers, i.e. people who buy for pleasure and people who buy for pain.
Sounds dramatic but it makes a lot of sense.
On one side you have people who are in a jam, they are sick, they are tired, stressed, annoyed, angry, depressed what have you… they are in pain and they want relief now! These people are not going to take the time to shop around and get the best price… in fact these are likely the kind of people who will not only buy now but pay through the nose depending on how bad the pain is.
Conversely, at the opposite extreme we have people who are very comfortable in life and are looking for thrills and pleasure. These are the people who have all the time in the world and will certainly shop around before buying anything. So in Heinz site, if you’re selling a product that is pleasurable you are force to be even more competitive than if you were selling a remedy to someone’s pain.
Take that into consideration when you are marketing your services/products. Try to identify the type of buyer you are dealing with and conduct yourself accordingly.