One of the most powerful techniques ever invented to sell expensive goods or services is to contrast them with a similar product that carries even a much higher price tag.

Why? Because "expensive" is usually how the mind interprets a price by comparing it to "zero" and "none." When one thousand" is compared to "zero," it is expensive. But when it is contrasted to "a million," it's "dirt cheap."

Here is an example by Robert B. Cialdini from his excellent book "Influence: The Psychology of Persuasion":

"Whenever the salesman, Sid, had a new customer trying on suits in front of the shop's three-sided mirror, he would admit to a hearing problem, and, as they talked, he would repeatedly request that the man speak more loudly to him. Once the customer had found a suit he liked and asked for the price, Sid would call to his brother, the head tailor, at the back of the room: 'Harry, how much for this suit?' Looking up from his work - and greatly exaggerating the suit's true price - Harry would call back: 'For that beautiful all-wool suit, forty-two dollars.' Pretending not to have heard and cupping his hand to his ear, Sid would ask again. Once more, Harry would reply 'Forty-two dollars.' At this point, Sid would turn to the customer and report: 'He says twenty-two dollars.' Many a man would hurry to buy the suit and scramble out of the shop with his 'expensive=bargain' before poor Sid discovered the 'mistake.' " (pp. 10-11)

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Ugur Akinci is a senior writer with 20 years of experience.

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