BRX Pro Tip: Trust Trumps Price
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, there are physical, intellectual, emotional components to virtually any exchange, but certainly in any sales and marketing process. But one constant that seems to just, you know, live through time immemorial, trust trumps price.
Lee Kantor: [00:00:23] Yeah. We’re fortunate in our organization to have John Ray on the team, and he is kind of an expert in price. And this is something that he believes with all his heart, that, the price is kind of a story and trust is really more important if you’re trying to get a higher price.
Lee Kantor: [00:00:41] If your prospect doesn’t trust you, you’re not going to get any price. Your prospect has to trust that you can help them solve their problem. And if they don’t trust you and they don’t believe you can solve their problem, then lowering your price is not going to matter. Lowering your price does not increase trust. If anything, it makes you less trustworthy. If you focus on increasing your trust, providing more value, solving more problems, then guess what? You can charge more. It’s that simple.
Lee Kantor: [00:01:11] So, the more trust you can build, the more value you can provide, the more problems you can solve, then guess what? Charge what you want. People don’t buy on price. And the people who buy on price aren’t the people you want as clients, especially in professional services. You do not want to race to the bottom. You don’t want to be the low price provider in anything you do if you’re in professional services. Unless you have a mega business, it’s just not a good model. It’s much better to be that boutique firm that charges more. It solves interesting, unique problems, and that does things differently than anybody else in your space. That’s where most professional services should be. And that’s what we do at Business RadioX, we help them get there.
