Decoy pricing uses a strategically inferior third option to steer buyers toward your most profitable coaching package, increasing conversions and average deal size by making the desired offer seem like a superior value.
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Decoy Pricing: How to Leverage Options in Coaching Offers
You're leaving money on the table if you're only selling two coaching programs. Seriously. The "Decoy Effect", also known as asymmetric dominance, isn't some marketing fairy dust; it's a cold, hard psychological principle that manipulates human decision-making. When applied to your coaching offers, it can dramatically shift your prospects toward your most profitable package. This isn't about tricking anyone; it's about structuring choices to make the best option obvious, leveraging innate human biases.
Education, not financial advice, always do your due diligence before implementing any new pricing strategy.
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The Raw Mechanics of the Decoy Effect
Imagine you have two coaching programs: a basic "Starter" at $2,000 and an advanced "Premium" at $5,000. Many prospects will see the Starter as a
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