Let me tell you a story.

A few years back I went on a long road trip and stopped in St. George, Utah where I briefly lived a couple years ago. While there I figured we’d say hello to everyone I knew.

And the FIRST place I went was a place called “Don Pedros.”

Why?

Because dang if they don’t have the BEST Mexican food I’ve ever eaten. And in the years since leaving St. George, I had practically dreamt about eating there again someday.

I kid you not.

The food is THAT good.

And price was definitely NOT an issue.

I remember saying how they could have charged me $100 for my take-out and I wouldn’t have cared (hey, I’m a sucker for Mexican food).

Again, not everyone is looking for “cheap.”

What?

You want another example?

OK, how about these apples:

When I lived on the Oregon coast (where I shalt be returning early next year probably, daddy wants his ocean back) they had approximately 3 gas stations in town. And yet, the busiest (the only one I even wanted to go to) is easily the most EXPENSIVE.

Even with when there were sky high gas prices it seemed busiest.

What’s their secret?

Well, I can only speculate.

But in addition to them pumping your gas (which is state law), they also check your tire pressure and oil level, top off your fluids, clean your windshield and even wipe down your side mirrors.

All while sitting in your car breathing the ocean air.

Remember, this is gasoline we’re talking about. The one product where people brag about driving 20 miles out of the way to save 2 cents per gallon on (often bad quality) gas.

So again, the message is clear:

Not everyone buys on price.

Not everyone wants “cheap.”

And if you simply target lovers of quality and convenience, price will almost never matter.

In fact, a high price may even work in your favor.

I rap about this more on my podcast tomorrow.

Including:

How to repel low price shoppers.

(i.e. people who only buy low priced stuff.)

And, how to attract high price shoppers.

(i.e. people who only buy expensive stuff.)

While you’re waiting, download past episodes here:

www.BenSettleShow.com/antipreneur

Ben Settle