The Book ($39) – 226 copies sold The Book + Videos ($79) – 137 copies sold The Complete Package ($169) – 100 copies sold In my experience real price elasti

The Book ($39) – 226 copies sold The Book + Videos ($79) – 137 copies sold The Complete Package ($169) – 100 copies sold In my experience real price elasticity only exists in business books. The author's example illustrates what tends to happen in real life: something that is 1/4 of the price rarely sells 4x better than the 1x-priced product. This generally means that you are leaving money on the table. The problem is that testing pricing can be a difficult art to master. In some market segment selling a cheaper product in exchange for volume can actually cost you a ton of money. In hardware, for example, the customer looking for rock-bottom pricing will often be the most demanding in terms of support requirements as well as the expected value delivered.