There's a certain type of customer who takes our prices personally. We can see them coming. They walk by and eye the doughnuts. Then they check out our price. Then they walk away, looking offended. Then they come back and look again. Then they walk up to the counter and say some variation of "Are your doughnuts really three dollars EACH?
When we politely inform them that yes, they really are three dollars each, you can almost see them swelling up with the force of their righteous indignation. "How on earth can you justify that price?" We politely inform them that these are the best doughnuts they will ever taste. Once they try them, they will understand. At which point they generally shake their heads in disbelief and storm off, muttering to themselves about the price of our doughnuts. Sometimes they will go through the checkout line and circle back around on their way out, loudly exclaiming that those doughnuts are outrageously over-priced. It can be a little bit disheartening.
But every once in a while we convince one of these people to try the doughnuts. Or one of their friends insists on buying them a doughnut, and then we see grace. Some of our biggest detractors have turned into our most loyal customers and that is an amazing thing. It's a great reminder that we need to be patient, we all have our price barriers. As more people try the doughnuts, they share the love, and more people come to see what all the fuss is about.