I was watching an interview with a exotic car salesman when he said something that struck me. Paraphrasing: it’s much more difficult to sell a car to someone who can afford it—it’s easier to sell to someone who has to reach a bit to buy it.
I think that’s because of the pyschology of already being able to buy a Lamborghini but haven’t yet is very different than someone who aspires to be the person who has a Lamborghini. The one who can afford it knows they can afford it and could buy at any time, but hasn’t bought it yet. For them, the objection to overcome is why should I? (Basically you have to sell the car itself, features, etc.). For the aspirational buyer who has to stretch to buy it, they know they want the car, but more fundamentally they know they want what the Lamborghini signals (which the former, of course, already has). For them, the objection to overcome is how can I realize this version of me right now? (Basically you have to sell self-actualization and a little bit of financing).