Things seem more valuable the moment we find out we might lose them.
Remember saying “I'll think about it,” and right then, someone grabbed the last one off the shelf?
Suddenly it wasn't “a product” anymore.
It was the product.
Nothing changed.
Your client doesn't just buy value. He also buys the feeling that he won't get this chance again.
It doesn't matter how easy it is to buy from you. What matters is whether you look like the last one on the shelf, not one of a thousand just like it.
Scarcity