Insights

Justifying yourself. A breakdown.

Justifying yourself

Someone is telling you “you’re too expensive” and they compare your product or service to the competition.
[Here’s what you should do:]
Ask them, “If I charge the exact same amount as my competitor, would you go with me or with them?”

In customers’ language it means:
​If I go as low as them, will you buy from me? (pretty, pretty please? I’m willing to do it.)

You’re setting the context at the bottom, in your competition’s playfield. With their rules. With your customer’s rules. Your leverage is zero.

Eventually, they will say “You”.

That’s a really good way for hopes and prayers

And then ask them why.

Because you didn’t manage to figure out FIRST what’s valuable to THEM.

At that time, they’re gonna list all the reasons why they would go with you:
• because of the support
• the community
• they trust you a lot more
• etc., etc.

All of these are now already anchored with the competition AND the lower price.

The expectation is at the bottom. Good luck with that.

And at the end, when they’re finished, leave a little silence and say, “that’s why I charge 2 times more.”

In customers’ language it means:
“See? I need to educate you so that you can see how great I am.“

A really awesome way to build relationships, right?

And that’s how you challenge pricing objections.

Not.

Doing it this way brings you to win the race to zero.

Where you are reactive. To your customers and the market.

Because, let’s say the customer says “Yes, we’ll do business with you“, and the competition comes and says, “I can give you an extra discount“.

Who do you think they’ll go with?

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