How do you get someone to pay $9 for a cup of root beer? You turn it into an experience.

Wild Bill’s Soda has done just that with their Olde Fashioned Soda Pop stand. Stationed at the area’s first festival of the season, Wild Bill turned an ordinary utility trailer into a scene from the Wild West. They sold reusable cups for $9–$20 promising the opportunity to get refills at events throughout the season (if you remember to bring the cup back and if you want to drag it around with you…).  Wild Bill’s allowed customers to dispense their own and experiment. You could try one of their flavors (such as Sarsaparilla Six Shooter, Outlaw Orange, Vintage Vanilla Cream, Blazing Black Cherry, or Buck’n Birch Beer) or mix them in your own combination. There was a line at their booth all day.

Starbucks mastered the idea of turning a generic cup of coffee into a multimillion-dollar franchise by raising the price commensurately with the experience around the beverage. Maybe Wild Bill can do the same – and maybe you can take a lesson from both of them. Don’t think about what you offer in a literal sense when you assess its price; think about the value of the experience you provide. They both can rise in tandem.

About the Author leadership dots by dr. beth triplett

I'm the chief connector at leadership dots where I serve as "the string" for individuals and organizations. Like stringing pearls together to make a necklace, "being the string" is an intentional way of thinking and behaving – making linkages between things that otherwise appear random or unconnected – whether that be supervising a staff, completing a dissertation or advancing a project in the workplace. I share daily leadership dots on my blog to provide examples of “the string” in action. I use the string philosophy through coaching, consulting and teaching to help others build capacity in themselves and their organizations. I craft analogies and metaphors that help people comprehend complex topics and understand their role in the system. My favorite work involves helping those new to supervision or newly promoted supervisors build confidence and learn the skills necessary to effectively lead their team.

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