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You need to be at least 10% cheaper than your competition
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That's the usual approach price-driven prospects (especially purchasing, procurement —or the accountant) will take on you to lower your price. And it's fine. It's their job to do that. And they're trained to do so. Now, whatever they say is not mandatory for you. You can always say "Thanks for this. This doesn't feel like a good fit. So I'll pass." "Out of curiosity... where's this number coming from?" "We could explore something like this. I'm curious, though... what is it that made you talk to me re: this project? The (unknown) price?" If everything they focus on is "the price" and not on what it brings to them, or the impact it'll have in the business, you're talking to the wrong person. These are the budget keepers, not the value creators. Find the ones who care about the value (aka what matters for the business and the impact of the implementation). Or walk away. You can always walk away. :) |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Knowing what to say no to is the thing that puts you (and your business) in the expert position. It gives you clarity to choose the right fits for you. It disengages you from incurring into sunk costs (that all-nighter proposal/quote, that long pitch deck, that overexcitement into this next deal). It lets you set and respect your boundaries. It gives you the freedom to walk away. And most of it all: it lets you be the expert.
If... something takes you a lot of effort, you put a lot of passion into it, takes you more time to deliver, has more costly inputs, you learned it for a long time... That has nothing (or very little) to do with how much you price it for. Put it this other way: If it takes you no effort. You don't get over-invested into it You can deliver in no time Costs you nothing You learned it in no time Would that be without value? Getting to know how to do something at a level of mastery that creates a...
The more effort/passion/premium you put in requires a higher price to your market? What are your thoughts on that?