Lowest Price Comes at a Cost That Is Too High

Alt text image of a knob turning to higher risk from medium

The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls, restaurants, and other stores. It is a nice … [Read more...]

Price Is An Expression of Value

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Price isn’t value. But price is an expression of value. When your prospective client tells you that your price is too, what they are saying is that they don’t perceive enough value to pay that price. So the question you have to answer is “Do you sharpen your pencil or do you … [Read more...]

What Dissatisfaction Means (Part Two)

What Dissatisfaction Means (Part Two)

(Part One is here) Dissatisfaction is the key to capturing a higher price than your competitors when you are trying to make a competitive displacement. It not only provides the compelling reason to change, it gives you the opportunity to create value that’s worth a higher … [Read more...]

How to Think About Pricing and Value

How to Think About Pricing and Value

Price and Value If you sell something with a price of X, your customer won’t buy it if they perceive what you sell to be worth X. They have to believe it is worth more to them than X. It must be worth X+. (That + is the value) Here is a simple example. If you buy a book on … [Read more...]

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