High priced surprises

By  •  Updated: 04/15/22 •  2 min read

Our last day of skiiing we had a shock, but a pleasant one.

My wife picked up her ski boots both soles had cracked away, leaving just a bunch of screws poking out where the hard plastic plates used to be.

We dragged ourselves up to the ski rental place, right by the lift expecting to get fleeced for several times the going rate given that we were in a hurry, but quite the opposite happened.

“Yeah you don’t want to be using those, I’ll sort you out a pair for today, no charge.”

I was kind of stunned. Skiing in Tahoe had been a real work out for my wallet. At a rough estimate everything had been about 50% more than even some of the top resorts in France.

But here, right when we’d have spent a small fortune to salvage our last day skiiing, we were getting a gift that turned out opinion of the place around.

Instead of thinking we were being ripped off, my lasting memory of the resort is of great service and generosity.

It’s a reminder that your accountant is wrong.

In marketing and sales, emotion trumps maths.

It’s also a reminder that you need to charge that little bit more than you’re comfortable with to give yourself the headroom to service emergencies like this and to give good experiences where they’re not expected.

In a digital product, you don’t have to put  everything in the sale letter.Hold something back as a treat and it can do wonders to get your buyer past that thought of “did I do the right thing” (post-cognitive dissonnance for the psychology fans).

Value is very much a perceived state, and a tiny extra in the grand scheme of things can make a huge difference.

So, look at your pricing, does it give you the headroom to give a little extra help to the people who, sometimes literally, worked their boots off?

Stephen Pratley

I build email lists, that grow into one-man businesses.