The $1,000 Barbecue Grill

You should charge more for whatever you sell. And you should be unapologetic about it.

That's true for probably 80% of the students and clients I deal with, and for 90% or more of businesses I encounter along life's way.

“But Ray, my business is different.”


If I've heard it once, I've heard it a thousand times from clients and students in some variant form: “I can't charge a high price for my product, and I can't use direct marketing or info-marketing techniques, because my product is different. It's a commodity. It's physical, it's not an info-product. I have a lot of competition. Blah, blah, blah…”


I learned a long time ago (from Dan Kennedy) — your business is not different.

If you feel you can't charge a premium for whatever it is you sell, you have failed to differentiate your offering… you have failed to show the value of your widget/idea/service over your competitor(s)… and you have perhaps simply failed to have the backbone to say, “This is how much it costs.”

Case in point: The Big Green Egg grill.

The company that makes this thing is not a client of mine, but they exhibit the qualities I look for and do my best to instill in my clients: a committment to good marketing, to having a premium product, to charging a premium price, to selling to a base of fantatical customers, and to using good info-marketing and direct marketing techniques to support said practices.

They sell barbecue grills for $1,000.

That's not a typo.

In a world where you can buy a grill for $9 at the drug store, or $30 at Target, these guys sell grills for anywhere from $350 at the “cheap” end to more than $1,000 at the high end. And they have plenty of add-ons and upsells too.

You could learn a lot from the Big Green Egg guys.

Worth studying and thinking about how to use the same ideas, techniques and approaches in your business – no matter what you sell.

Because, despite what you may think… your business is not different.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Spot on, Ray.

    I've found that by charging less people also treat you accordingly. When you charge more people automatically assume you've got more to give and value you.

    • No doubt about it – the buyers of cheap are usually the “problem children” – thanks for that reminder.

  • Molindasue

    I am convinced! The price of my little house just went up! Your illustration is so timely, as we just went shopping for a smoker and I was blown away with the price at Ranch & Home! Something about a high price that makes you take a second look to evaluate the product. From experience I can validate your post. I can be convinced of the value and sell the grill because it belongs to someone else. The challenge for me is Believing in My product and the benefit a consumer will get from it! How about a coaching session for Belief?

    • Good chance we will cover the subject of confidence/belief/faith soon – thanks for the comments!

  • Mikael

    Very cool case in point. I never new that you could sell something like that at such a high price.


    • I hope that insight ends up putting some profit into your pocket!