Selling

Selling the Invisible Value - How to Sell Services

There is a popular video clip from Penn and Teller’s Showtime hidden camera show, where restaurant clients are told that the fancy restaurant they are dining at has become the world’s first boutique vendor of bottled water. The waiter comes up to each table to present the finest kinds of water which is said to be shipped from streams and mountains from all over the world. Some of the water bottles were mentioned to cost up to $8 per bottle. Water tasters unhesitatingly point out at different taste benefits of the water samples they try against normal bottled water. The main joke of the video is that all the water actually came from the garden hose out back.

Even though it is a fun video, it delivers a very important message: People are willing to pay more for a product if they think it gives them a truly special or significant value.