Why you’re hearing “We went with someone cheaper”

Are you hearing the dreaded “we went with somebody else who was cheaper” too much lately?

The brutal truth, if you’re always competing on price, it’s because there’s no discernable difference between you and the competition.

If you feel like you’re always competing on price, it’s because price is the only relevant variable that you’ve given your prospects to consider.

There have been no additional parameters, or relevant issues introduced, to educate your prospects as to what really constitutes the best value when it comes to buying what you sell.

From the prospects perspective, all things appear equal, so they default to the business offering the lowest price.

It’s not your fault….because every business school teaches the same old theory based on a broken model.

All you have to do is figure out what’s important to your prospects and educate them as to what constitutes the best deal when it comes to buying what you sell.


The first one who does this WINS all the most profitable customers available.

It took me years to figure this out and I worked in advertising agencies!

The first who does provide prospects with this information wins all the most profitable customer available.

When marketing is done improperly, the end result is predictable – you start to feel intense pricing pressure and you’re forced to cave in, lower your prices, destroy your margins, and make less money than you should just to stay competitive.

Have you ever had to compete on price?  What happened?

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