The point of work, of getting good at business, is to pay for things so you can survive better. Earning money is not—in itself—important. It’s freedom and survival you are striving to have.
So, you should not be selling something for the sake of selling it unless you are doing so for humanitarian reasons or charity. You should be selling things in a manner that reflects your intentions to thrive and expand and scale.
And you do it off the back of good products priced what they must be to be economically viable. When you cannot go lower, or do a cheap initial offering, when you simply have to price above a certain threshold, the following is what you do.
To sell it at that price, your marketing needs to reflect how much value is pumped into the product. You do this by not just telling your customers what went in (though that is possibly part of it) but by emphasizing why your product would be so desirable to them. Why it will help or improve or brighten their lives in some small or large way—some way worth way more than a bit of money.
If you make pizza better than the other guy because you use more organic cheese, or your chefs are highly trained, then that’s something to promote.
Why should someone spend an extra $2 on your pizza compared to the other guy? Because it’s better quality.
Why should they pick you over another B2B company? Because you are faster, or you are more environmentally friendly, or your product is more efficient. Because you have a track record that overcomes doubt.
And you make sure that, once you do have someone who would like to buy from you, you do all you can to keep them with you. The cost to obtain a customer is not a small one if you factor in the effort and time and related costs. This is a reason to offer monthly subscription models, to offer “luxury” or “premium” products. That’s why you should always sell more than one thing. It’s not just to increase the people you might appeal to, it’s giving choices—repeatable, interesting choices.
Your survival as a business depends on being known for these things. On being known by many.
It’s easy to disregard advertisements—and many will—but you need to be a company that the ones interested do not disregard. Figure out what makes you stand out, what makes your prices worth it, and hammer on that perception. With this mindset, you can scale into a new level of success.