The Power Of The Price Gap

Sometimes opportunity presents itself in the form of a
price gap.

Years ago, for example, the chiropractic and dental professions were being sold high-fee practice management programs. If a doctor needed help with marketing and management, he had two basic price choices: a consulting/management program with a 3 to 5 year commitment at $30,000.00 or more, or buying books and tapes piecemeal. Nothing in between. I saw it, created "packages" of $400 to $1,000, replicated the same marketing methods used in selling the big ticket contracts, and enjoyed enormous, fast success.

Another example: as the price of franchises crept up and up and up and the franchise industry abandoned the person who wanted to get in business for about $10,000.00, the "business opportunity boot camp" business was created, and people like Rick Neiswonger, my client Larry Pino, and others profited by filling that price gap.
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