Free demonstrations   Free trials   Free information   Free 'stripped-down' products     All these reduce the risk of responding. You can also give a perception of a lower price by...   1. Selling the monthly installment price (versus the entire price)   2. Delaying payment for an extended period of time.   3. No accrued interest with extended payment.   4. Offering a rent or lease-to-own option.   5. Offering guaranteed buy-back agreements.   6. Providing resell rights.   7. Displaying the ending numerals in a price as $.97 or $.99.     You can also reduce the perception of price simply by the way you present it. Always give an apples to oranges comparison of your price.   For example, you could introduce your price by saying, 'This Valuable System Can Be Yours For the Price of a Starbucks Capuccino.' or 'You Can Have Your Very Own Private Airplane for What You'd Normally Pay for a Used Honda Accord.'   Then you would go on to explain and justify how the simple monthly payment that you'd normally pay on a Honda Accord will buy you a new airplane.   To go one step further you can actually reduce the price of the product or service by offering:   1. Sliding scale discounts 2. Volume discounts   3. Time limit discounts   4. Seasonal discounts   5. Discounts based on payback time (i.e. 2-10 net 30 days)   6. Manufacturer discounts (rebates)   Your Guarantee