Thinking about "value" over cost

I was traveling earlier this month and met an amazing small business owner, Elan Schwartz, at a flea market. He owns a very small clothing boutique and hustles hard to make a living selling clothing. I liked him immediately.

He showed me a very colorful two-piece jacket/top that he noticed me admiring and when I inquired about the price, he immediately honed in on the value. "It's really reasonable considering that it's two pieces," he coaxed. "I just brought it in Friday and I sold 12 of them immediately."

Smart man, my friend Elan. He honed in on value and hinted at demand. Both value and demand, to the prospective customer, can be irresistible. Let's all take a hint from Elan and market ourselves this way. Even if the price may appear high, is there a way to illustrate value and hint at demand? There probably is.