If you're good at what you do, you won't need to compete on price

By: Fiona Humberstone

Date: 22 December 2009

"If it's worth doing, it's worth doing properly" my mum always used to say. We never had much money when I was growing up, but whenever mum did buy something, she'd always make sure it was of the best quality she could afford. She understood the false economy of buying something cheap that would break within days. And although we were never flush with cash, she would rather pay for quality.

I don't think we were alone, and I don't think that attitude is confined to the 80's! Most people would rather pay for quality than search out the cheapest. And the old adage "you get what you pay for" is just as true now as it was 25 years ago.

If you're good at what you do, whether that's a great product or top quality service, then you won't need to compete on price. People will recognise the value in what you're offering and they'll be prepared to spend more. Or will they?

All too often I meet small business owners who are struggling to earn a living because their clients don't want to pay what they need to charge. They're having to be the cheapest or discount just to get the job. Why? Because their customers don't see the value in what they're offering.

And this is partly down to your sales process, partly down to what you've written on your website/ brochure and partly (largely if you're not doing the selling) down to the fact that your brand isn't communicating confidence or professionalism.

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