You say, "We've got the best prices in town!" She says, "That's still too expensive." Your customer will always try to use PRICE as her first line of defense, hoping that this seemingly ironclad excuse will stop any salesperson in their tracks. "It's pretty, but it's just not in my budget." But she will buy that very same item when her PERCEPTION exceeds your PRICE. Of course her perception includes the facts about the product itself, but it also includes a lot of intangibles, like… Will I like it when I get it home… or am I stuck with a white elephant? Will it last… a good long time, but not so long that I'm buried with it? Is it the right brand… or a good enough knockoff? Do I like my salesperson and this store… am I having fun shopping here? Can I explain why we need it… why it's better than the cheaper one? And, oh yeah, "How much is it?" How do you shape her perception of your price?