Ultra Miami put a $456,000 bottle service package on the menu. It comes with 400 bottles of premium champagne…
Did anyone buy it? Nobody knows. That was not the point.
The point was that every $5K, $10K, and $20K table suddenly felt reasonable. That is price psychology in the wild. Anchor high. Make the middle feel safe. Sell the middle.
Now bring that lesson to our world.
If your core plan is $1,000, make a $10,000 version that is real. If your enterprise plan is $80,000 a year, make a $500,000 version that you can actually deliver.
Do not fake it. Build a premium service for a premium number.
What does that look like in security or SaaS?
> Think private tenant. Think a named engineer in the customer Slack, not a queue.
> Think one hour SLA that you hit.
> Think quarterly tabletop exercises with the leadership team.
> Think custom integrations built to their stack.
> Think a compliance concierge who maps your controls to ISO or NIST and prepares the board packet.
> Add white glove onboarding on site, a manual written for their environment, and executive reporting that lands in the inbox the first Monday of every month.
Will most buyers choose it?
No. That is the job. The existence of a serious premium tier makes your regular plan feel like a deal. And once in a while a buyer will take the moonshot because the risk they carry is bigger than the price.
Two rules.
First, the wow must be true. If a buyer says wow they do that, your team needs to nod and deliver it without drama.
Second, the copy sells perception, not fluff. Use plain words. Show the outcomes. Make the number look small next to the pain you remove.
Ultra Miami was not just selling champagne. They were selling context. Put your own moonshot on the menu and watch the middle move.
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