Your customer just spent $8 on a coffee. But they’re fighting you on a $20 shop fee. Welcome to the “premium economy.” Many of your customers, especially younger ones, feel like big-ticket items like homeownership are out of reach. So they spend on upgrading the parts of life they can control. They’ll pay for experiences, convenience, and small luxuries. The car dealership is a massive part of that equation. How do you deliver a premium experience without breaking the bank? You focus on the feeling, not just the feature. The key is to recognize your customers value the experience as much as the vehicle. What’s one small, premium upgrade you can make this week? Watch the full episode at the link in our bio.