Have you ever been to a $20 chiropractor?

Me neither.

What is next? $50 chemo?

A discount chiropractor is low on my list of needs or wants.

Neither is a discount development shop, a cheap CPA, or a low-priced attorney.

The world wants fairness and low prices, but pricing should never be the thing that wins you a deal. It can be a reason you lose the deal, sure, but not winning the deal. If you win on price you will lose in the long run and your customers will too.

Pricing is just as philosophical as it is math. In the end, the best pricing scheme is where everyone wins no matter what side of the deal you are on.