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 post, I explain why and provide an example of exactly what I mean.
Sort by price
One of the most common features on shopping sites, is the “sort by price” filter. It lets us see products in the category we’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. This is known as the race to the bottom. 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.
What’s the lesson here?
If you want potential clients or customers to stop caring about your prices or fees, give them something more important to care about. This means differentiating your products or services from the competition. The moment you do, you’re no longer offering a commodity. And customers are no longer buying based on price.
The good news? If you’re thinking this approach couldn’t work for you or your industry, remind yourself that it works for a commodity as common and utterly indistinguishable as water.