Price points. I structure to pricing to be a compelling offer that the customer would think they are crazy to refuse. My net price never changes however the delivery does. I customize my pricing to mirror the pain point of the customer. An example is tying my fees to performance if the customer doesn't benefit they don't pay. Another example is modeling pricing like software as a subscription, where as thee customer doesn't feel tied down to a contract or they haven't invested so much capital at one time that it makes them cringe.

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