For a Premium Price you need…
A Premium Product or Service
Unique in the marketplace
Top quality construction
Top quality materials
Top quality delivery
Every detail taken care of
Designed to meet that premium standard, not a price point
Across all industries, perceived quality affects customer advocacy more than any other element. Products and services must attain a certain level, and no other elements can make up for a significant shortfall on this one.
Premium presentation
Beautiful imagery
Immaculate visuals
Presented to reflect the right outcome, mood or lifestyle
Premium information
Full specification
Assume your customer knows a lot and pre-empt any questions they ask in their head and give the answers with the product
Don't make the customer have to ask any questions
Premium positioning
Associations with other premium things
Proven and Proveable Credibility
You can't charge a premium price without the credibility to do so (i.e. appropriate qualifications are experienced, reviews)
De-risking your customers’ spend
Return Policy
Warranty guarantee
Prove your confidence in your premium product by taking on all the risk and not making your customer take any of it
Free Extras that naturally complete the package
Don't charge for small additionals (I expect towels in a premium Airbnb, or a glasses case for premium sunglasses)
The customer does not expect to have to ask whether these are included or to pay extra for them