Have you ever been called sensitive? I certainly have, many times. As a personality trait, sensitivity can be a good thing — it can help us be more understanding and empathetic towards others.

But when it comes to things like your teeth, or the buying habits of your customers, you’ll want to address sensitivity head-on. If even the slightest change in price causes your customers to go running towards your competitors, chances are you’re experiencing high price sensitivity. Here, we’ll discuss what price sensitivity is, and what factors contribute to it.

Essentially, price sensitivity determines how easily your customers

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