It's called decoy pricing and it has been used in offline and online marketing for years. It involves adding extra pricing options to try and get people to choose the option you originally wanted them to buy.
Sound confusing? Let's have a quick look...
Let's say I wanted to sell mobile websites for $297. This package would include 5 or 6 website pages as standard. So right now I have one option for my customers...
1. Standard Mobile Website (including 5 pages) - $297
When the customer sees this option they have nothing to gauge it against. They don't know if they are getting a good deal or not. The only way for them to know for sure is if they go and do some research of your competitors.
This is NOT what we want.
Now let's say instead we presented that same customer with not 1 option but 3.
1. Simple Mobile Site (includes 3 pages) - $275
2. Standard Mobile Site (includes 6 pages) $397 but currently discounted at $297
3. Advanced Mobile Site (includes 10 pages) - $497
The middle standard package is the one you are trying to sell and you can see how by adding the basic and advanced packages on either side, it makes the middle package seem like an even better deal because now they have two other packages to compare it against.
You can see the difference between a 3 page site and a 6 page site is only $22 (roughly $7 per page) however the difference between a 6 page site and a 10 page site is $200 ($50 per page). So clearly they would be silly to buy the simple package when for only a few more dollars they can have the standard package... and they would be silly to buy the advanced package when the standard package is much cheaper and only has a few less pages.
If they do decide to purchase either of the other two packages (strangely enough it does happen from time to time) you win anyway - so it really is a win-win type situation for you.
This type of pricing model works best when written down. So don't just tell your prospects the prices, show them the different packages written down next to each other so they can easily compare them all at once and see for themselves which is the best value. On the pricing comparison sheet I would have the middle option price listed as $397 and then tell the customer (verbally) that package is currently on sale at $297. Don't write the reduced price down as it makes the discount appear less genuine.
I hope that all made sense and I hope it helps you sell more stuff.
Use it wisely and enjoy!