BRX Pro Tip: Don’t be the Low Cost Option Transcript
Stone Payton: [00:00:02] And we are back with BRX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, if I’ve heard you say it once, I’ve heard you say it a thousand times, do not be the low cost option.
Lee Kantor: [00:00:12] Yeah. It’s so important to not be the low cost option. There’s no reason for you to be the low cost option. I don’t care what market you’re in. You shouldn’t be the cheapest game in town. You cannot deliver the level of service that you need to make your clients successful if they are paying too low of a fee. So, you have to charge enough so you can deliver the ROI back to that client, because that’s why they’re going to stay.
Lee Kantor: [00:00:37] They don’t care how much they’re paying you. They really don’t. They just care that that investment is paying off and it’s making them money. People, if it cost $100 or $1,000 or $10,000, as long as it’s returning two or three times that amount, they’ll pay any of those amounts. So, don’t think that you have to charge a little bit and don’t think of yourself as being a small player in your market. Look at the entire network as a whole when you’re going up to a potential client.
Lee Kantor: [00:01:07] The people in this network have achieved, we’ve had billionaires in here, we’ve had millionaires in here, we’ve had people running multi-billion dollar companies. This network has interviewed and have been affiliated with events that have generated millions, billions of dollars. And you are part of that network. You’re a part of this team. You should not be the low cost option. Being the low cost option does not help anybody. You should be charging top dollar for the service you’re providing because that’s what we deliver back to our clients, top dollar.
