Why Paying Too Much Doesn’t Bother You

You LOVE paying too much for stuff.

I don’t even know you, but I know that. How? Because everyone does.

How much did you pay for the last plate of pasta you ordered at a fancy restaurant, for instance? Or for the last item of cool, trendy clothing that you found at the local funky ZARA or H & M store?

Last night, my wife and I enjoyed a warm evening of laughter and good food with an out of town friend at a locally loved restaurant here in Toronto. We ordered pizza and pasta, and couldn’t imagine enjoying them without wine, so happily requested a wine menu.

Our pizza or pasta averaged around $13 each, but guess how much we spent on the wine? $59.

No big deal, right? $59 is not the end of the world or a huge amount of money.

The thing is, that same bottle of wine costs only $19 at the liquor store. And we paid $40 too much for it, and knew it.

Somehow, though, it didn’t bother us.

Ever wondered what might happen if you charged twice as much as you do now? Three times as much?

But how in the world would you get away with that? Simple: make their transaction experience memorable, and “worth it”.

“Worth it” is an intangible. “Worth it” is in the eye of the beholder. “Worth it” is fun and takes some meaningful moments of planning and idea-storming.

“Worth it” is also extremely profitable for your window cleaning business.

Give it a try today. Charge too much for your window cleaning services, and before you feel bad about it, remember: People sometimes like overpaying.

Weird but true.

Is it because they feel important? Special? Like they are treating themselves?

Hard to say, and really, it doesn’t matter. All that matters is that you take advantage of this reality, and give it a try tomorrow.

Who knows, you might even end up celebrating your sneaky success with an overpriced glass of wine.

Kevin is owner of "Paneless Perfection" in Toronto, Canada. Video.