
Customers are unwilling to entertain higher prices, even if the products involved offer better value than before. George F. Brown, Jr. shares a no-risk strategy that works by offering options.
In the early 70s, The Godfather gave us the immortal phrase “Make him an offer he can’t refuse.” While his line of business was well suited to executing an offer of this kind, most of us are in businesses where the customer can turn down an offer without having to worry about the consequences of saying no to the Godfather.