Selling at a premium is all about storytelling

You can't focus solely on the product. You must learn to tell a story.

A car that costs $8 million doesn't offer 100 times the product quality of an $80,000 car. The improvement in specs is finite.

Money has great value, but more often it's about comparative value rather than absolute value. From the customer's perspective, who do you become? That's comparative value.

In other words, you're buying a story and a feeling. From the seller's angle, making you believe that story and providing that feeling is what we call product upgrading.