You raise a price, sales go down. You lower a price, sales go up. This is supply and demand. What's fascinating is thinking about the exceptions to this rule. What are the products and services where this economic theory does not apply? The answer is products and services whose prices are directly correlated with the quality of the product. Parents don't want to buy the cheapest car seats. Chefs don't want to buy the cheapest knives. Skydivers don't want to buy the cheapest parachutes. Supply and demand works when the quality of the product that is in demand is an afterthought. However, when quality matters, the theory must be reversed. To increase sales, you must increase prices.