You don’t need to sell your services or products based on price. You don’t need to waste your time on fee-sensitive clients or customers, either. In today’s brief post, I explain why.
One of the most common features on shopping sites, is the “sort by price” filter. It lets us see products in the category you’ve searched for, listed in price order.
The reason sort by price exists, is that the marketplace demands it. When presented with 5 or 50 options for a commodity product, the lowest price wins. That’s because bottled water is bottled water. It makes no sense to pay more for it than you need to.
But what about Bob?
Bob is passionate about helping people worldwide have access to clean drinking water. He then finds a water brand, which donates money from every bottle sold, to build wells in areas where there’s no clean water. So, Bob’s happy (very happy) to pay more for his bottled water from this well-building brand. Plus, because people like Bob know lots of other people like Bob, he tells his friends. They do the same. Water gets sold. Wells get built. And people get to make a meaningful difference to the lives of those who need it.
The lesson here? If you want potential clients or customers to stop focusing on your fees, give them something more important to focus on. This means differentiating your products or services from the competition.
The good news? If it works for a commodity like water, it can definitely work for you. Regardless of your industry.