Feeling a little tired and sore after getting a yellow fever and typhoid shot for an upcoming trip, I stopped off at a local NYC deli and ordered a fresh carrot juice. The woman who fed carrots into the industrial-strength juicer was kind and friendly, and she even put a bit of fresh orange juice in for taste. And then she handed it to me and said it cost $6.55.
I don’t think she liked my reaction. I actually said “you’re kidding, right?!” But she wasn’t. And I did pay.
Later that same day I bought lunch from another place, a delicious tuna melt with tomato on a fresh Portuguese roll. It too cost $6.55.
One price felt right to me, another one felt stratospheric. Which one was the right one?
It could be that it was both. The crazy carrot juice price reminded me that there’s a place for outlandish pricing – for $6,000 conference fees and charging $1,000 a ticket for a half day seminar and for setting a high minimum donation amount to be on a nonprofit Board. Just know why you’re doing it and don’t be surprised when some people grumble – the grumbling might just be an indicator that you’ve set the price high enough.