Value vs Price: It is never about the price

Dec 19, 2017 | Business Tips

Reading Time: 2 minutes
Kevin Fouche

Value vs Price: It is never about the price

Posted by Kevin Fouche, Pixel Fish Director

Kevin handles the planning, design, launch and training of every website that Pixel Fish creates. He ensures that every website is highly engaging and aligned with our client’s goals. With over 20 years of design and web industry experience to draw upon, Kevin aims to pass on his knowledge to our clients and like-minded businesses wanting to grow their online presence.

Clients don’t say no to you because of the price. It is never the price. It is never the cost. It is always the value (or lack thereof). So how does your business deal with your Value vs Price? Do you lower your price? Or Increase your value?

Value vs Price: Agree or disagree?

People get so caught up in the price that they miss the real message in the rejection.

That client is saying that they can’t see the value in what you are offering at that price level. For example, a bottle of water is a good value (translated as cheap) at $1, it is a fair value at $2 or $3, but at $6 – $8 it is now expensive. In other words, the client (in this case, me) sees the value up to about $3, but beyond that, I am struggling to understand what makes that bottle of water worth $8. I can’t see the value. Therefore, I will not buy it, and my response will be, “boy, that is expensive” or “what a rip-off”.

Now, if that was the last bottle of water and I was in the desert, then I would probably see the value at $8 or if it gave me some magical powers, then maybe.

People pay enormous amounts of money for absurd things (e.g. a $20,000 handbag – my view) and at the same time struggle to pay small amounts of money for relatively important things (an example is life insurance).

Why?  It is not price or cost – it is value.  They either can’t (insurance) or can (handbag) see value in the good or service.

So when you or your staff come back and say “they thought we were too expensive” or “the price we charge is too high” – you need to remind them (or yourself) it is probably that you have not fully communicated the value versus the price and as a result, the prospect did not buy.

Now the caveat is if you are talking to the wrong target market. I see the value in a Ferrari but can’t afford to buy one. I am, therefore, not the target market for the Ferrari salesperson, regardless of how much drool and how many buying signals I am displaying. If the client standing in front of you can’t afford your product or service, you will not make the sale regardless of seeing the value. However, if the client can afford your product or service and still says that it is too expensive – make sure you hear what they say, “I can’t see or don’t understand the value”.

Value vs Price: Agree or disagree?

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Kevin Fouché, Pixel Fish Director