Make Them Want to Steal the Fridge
A guy bought a new refrigerator for his house. He put his old refrigerator in his front yard and hung a sign on it that said "Free to good home. You want it, you take it."
For three days the refrigerator sat there without even one person looking twice at it. He eventually decided that people were too untrusting of this deal. It looked too good to be true. No one saw the value he was offering. So he changed the sign to read "Fridge for sale $50." That night someone stole it.
Our customers want three things: great products, great service and low price. But we cannot give them all three and make the profits we need. When you lower the selling price, you must lower the quality of your products and services. But when you lower your quality and services, there’s a possibility that the profitable customers go to your competition.