I run a business (pro photographer), and I learned an incredibly valuable lesson in a most unexpected circumstance; filling up my car with petrol/gas.
It was a handful of years ago, back in the UK recession. Money was short, people were worried and the markets were suffering. I was paying for my fuel and noted the garage forecourt being packed with very expensive 4x4s. Without thinking, I mentioned to the guy behind the till :
"I bet you can't sell those gas guzzlers for love nor money!"
Unbeknown to me, it was the garage owner serving me. His reply:
"Every vehicle you see on that court is sold, we have a backorder and can't get enough 4x4s in for the demand! We have an offsite garage full of small, cheap economic cars that we cannot sell at any price. People with money usually have money no matter the economic state or market demand. We sell to those type of people."
A literal lightbulb moment for myself. I adjusted my prices that very next day and now operate in a much higher market.
People with money know people with money. If you don't know people with money it appears that it's sparse, but it isn't. Different circles of people. You just have to locate and get in with those people. It's a much safer and easier market to operate in. Selling lower value gear is much harder.
.... and I consider myself a reasonably successful person, but that cost more than my Benz 
