Amount Quote by Brian Tracy
“Demonstrate to your customer the difference between price and cost. The price is what it takes to purchase the item. The cost is the amount the customer eventually pays. They are not the same.”
About This Quote
Source Book: The Psychology of Selling, 2006
Distinguish between the listed price of a product and the total cost to the buyer, including hidden expenses and long‑term value.
In simple terms: Price ≠ total cost to buyer.
Key Takeaway
Consider hidden costs before buying.
Themes
finance
consumer awareness
decision making
Mood
cautious
analytical
Type
practical
educational
When to use this quote
- shopping
- budgeting
- business negotiations
Key Concepts
price theory
total cost of ownership
Questions to Reflect On
- Do you evaluate total cost or just price?
- What hidden costs affect your purchases?
A Different Perspective
Customers may overlook intangible costs like time or risk.
