No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity

by Dan S. Kennedy

Sale prices are often nothing more that statements of what you should really be paying for something. And that is the downside to discounts. They can destroy price integrity with blinding speed. On the other hand they can bring a stampede of buyers through the door faster than just about anything else.

The million dollar secret here, summarized, is that every “free” has concealed costs, and when those costs are revealed to a market, there are many customers unwilling to incur the costs of free and profoundly prefer paying for the goods or services they want.