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The Rich Desire Pyramid: How to Sell to People Who Ignore Price Tags

The Rich Desire Pyramid: How to Sell to People Who Ignore Price Tags

Crack the code, trigger two desires, and watch your margins explode.

Ryan Hanley's avatar
Ryan Hanley
Jun 27, 2025
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The Rich Desire Pyramid: How to Sell to People Who Ignore Price Tags
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The $12,000 Pen

A London boutique keeps a single Montblanc High Artistry pen in a glass vault.

No price tag, no discount stickers—just a quiet plaque: “By private appointment.”

Every week a handful of qualified buyers stroll in, stroke the lacquer, sign a check bigger than most Americans’ annual rent, and smile all the way out.

No haggling. No coupon code.

Why? Because the pen isn’t ink—it’s status, exclusivity, privacy, convenience, and scarcity in one silky artifact.

That’s the DNA of selling to the wealthy.

They’re not price‑sensitive; they’re value‑sensitive.

Tap the right buying drivers, and they will throw Amex Centurion cards at you just for the privilege.

Enter The Rich Desire Pyramid—five psychological triggers that explain every luxury purchase on Earth..

image: Codie Sanchez

Before we dissect the pyramid, zoom out: the affluent aren’t really buying things—they’re buying stories that confirm who they already believe they are (or who they’re hell‑bent on becoming).

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