BRX Pro Tip: Price is Never the Reason
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, I’ve been at this a while, I know you have too. We have secured some deal. We have lost some deals. On those that we’ve lost, I got to believe, price is never the reason.
Lee Kantor:Yeah. Price is not. If somebody, if you’re losing a business because of price, I think you should be happy because you really don’t want to be that low price provider and you don’t want a client – your ideal client is probably not someone that is nickel and diming you and is that price sensitive. I think price – if all things are equal, price can be a factor. But since you know you shouldn’t be the low cost provider, you just shouldn’t kind of care if you lost that business because of price.
Lee Kantor: Most small business owners can’t afford to be the low price provider. So, you know, just don’t play that game. Just push the value you provide up so that your price is defensible and your prospect believes they’re going to be getting a better value for the outcome they desire if they work with you. They may not get a better price, but they should be getting a better value because you’re going to deliver more value than what they’re paying for so they should be happy about it. And it shouldn’t be an invoice that they’re dreading. They should be happy to be paying you because they know they’re making a lot more money from working with you than not.
Stone Payton: I loved what you said about all things being equal, price can have an influence or be a factor. So if that’s the case, then just don’t let all things be equal. Put some weight.
Lee Kantor: Exactly. Make value higher.
Stone Payton: Exactly.
