That’s what prospective customers or clients often say, when you ask why they didn’t buy from you. 

And it could be true. However, it usually isn’t.

Allow me to explain.

You’re not too expensive

Let’s start with a small sample of far more likely reasons for their decision.

• You could be marketing to the wrong people.
• Your marketing could be failing to clearly demonstrate enough value, making your price seem higher than they expected.
• You could be asking people to make a decision before they have all the information they need.
• Your marketing promises could be too similar to those offered by your lower priced competitors.
• Your branding could be positioning you (in the mind of your marketplace) as a lower priced provider than you actually are. This is really common.
• You could be contacting them at the lowest part of their cash flow cycle.
• Your payment terms may not be flexible enough for them.
• You could be responding to enquiries too slowly (or too quickly).
• Your marketing could be suffering from Toxic Complexity. This is dangerous and extremely common.
• They could be a time waster.

And there are tons of other reasons. None of which have anything whatsoever to do with your prices or fees, and everything to do with your marketing and how you sell your products or services.

It’s a trap!

Lowering your prices can be tempting. It’s a quick and extremely easy way to make your products or services seem better value. But it’s a trap. A trap you need to avoid.

How?

A far better alternative is to find out what’s actually causing people to think you’re too expensive. And to then focus on improving your marketing in those key areas.

If you’re not sure where to start looking for answers, the brief list above is a useful place to begin. Try to look at each item on that list from the perspective of a potential client. For example, research your competitors to see how your; services, marketing, payment terms, promises, guarantees, branding and response times, etc., stack up against theirs.

Remember, in many cases, your prospects will have done some research before contacting you. Others will do some research after contacting you. You need to know what you’re competing against.

And make lowering your prices the very last thing you consider.

Almost everyone will ignore you.

And that’s perfectly fine.

Because some people will love you.

The message in those 3 sentences is worth remembering. For example, when you’re creating a new product, or putting a marketing strategy together.

Here’s the thing

You can’t appeal to everyone.

You don’t need to appeal to everyone.

Think about it, if everyone wanted to hire you or buy from you, you couldn’t cope!

So focus your marketing, and wider business development, on some people.

Some people?

• The kind of people who ‘get’ the way you work.
• The kind of people who value your vision.
• The kind of people who will love working with you or buying from you.
• The kind of people who make the very best clients or customers.

In a nutshell, ignore everyone with your marketing and focus very specifically on some people.

It’s the fastest, least expensive and most straightforward way to dramatically improve your marketing results. And build a world-class client base.