Summary:

In this episode of #70secondCEO, Carl Gould explains why your business must have a top-tier, premium-level offering—regardless of whether anyone ever buys it. This “McDaddy” or white-glove service elevates your brand, creates perceived value, and acts as a powerful marketing tool. Carl walks you through how to price it (hint: double it... twice) and how it influences customer perception just like a luxury car displayed under spotlights in a showroom. Read full transcript:

Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of investment per day for a lifetime of results.

So, here’s what you need in your business. Whether somebody buys it or not you NEED to offer a VIP, or exclusive or premium service, or white glove treatment, concierge or McDaddy, or the whole enchilada. Whatever you want to term it. But you need that platinum, titanium offering where it’s the highest level engagement with your company. How do you know what to charge? Take your current fee, cross a line through it, take that number, cross a line through that, double that number! So, you double it, and then you double it again and you bundle products, services and bonuses and perks that to your clientele would make that price seem reasonable. That’s when you know you have a high enough price offering. Think about it, you walk into the showroom of an automobile dealership. What car do they have in the middle of the showroom , behind velvet ropes with the spotlights on it? Right, their most expensive car, which nobody ever buys. Why do they put it in the middle of the showroom? Because they know it will attract you into the showroom, you will be convinced the brand is worthwhile and then you’ll go buy something else off the menu.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.