Why Competing On Price Can Be A Race To The Bottom

Robin Robins MSP Marketing

It’s a common knee-jerk reaction: seeing the competition slash prices and thinking you’ve got to dive down to their level to stay in the game. But here’s the truth, cutting your prices to match the bargain bin might win you a sprint, but it won’t help you in the marathon.

Imagine if Rolls Royce suddenly started pricing their cars like compacts. It would raise eyebrows, right? There’s value in the name, in the prestige, and yes, in the higher price. It tells the world, “This is not your average ride.” It’s the same with your services. A higher price isn’t just a number; it’s a statement of quality, luxury, and a service that goes above and beyond.

Think about it. When someone offers you a deal that’s dirt cheap, doesn’t a little alarm bell start to ring? You start to wonder, “What’s the catch?” Because mature business owners know the golden rule – you get what you pay for. Being cheap can work against you, triggering doubts about quality and value.

Don’t chase the customers who only see dollar signs. Go after those who understand the true cost of excellence. They’re the ones who won’t blink at your price because they’re not looking for a bargain. They’re looking for compliance, security, and peace of mind. They’re looking for cybersecurity that’s as impenetrable as Fort Knox, not a padlock that’ll give at the first sign of trouble.

When you’re tempted to lower your prices, remember this – you’re not selling widgets; you’re selling expertise, reliability, and a service that will stand the test of time. That’s worth every penny.

So, how do we convince customers that our services, which are priced higher than the competition, are worth the investment?

Education Is Your Best Salesperson

The answer is education. Not the kind you get in a classroom, but the kind that lights up a lightbulb over your prospect’s head. You’ve got to teach them the true cost of things. It’s not just about the price tag; it’s about value, longevity, and peace of mind.

Let’s break it down. When you’re pitching managed services that are priced at a premium, you’re not just selling a service; you’re offering efficiency, security, and foresight. The kind of stuff that prevents those “Oh no” moments businesses have when they skimp on quality.

Take TMT for instance, we’re not the cheapest on the block, and we don’t intend to be. We have to educate prospects on what good marketing is because if I don’t, they’re going to go hire an SEO person or a Facebook person and they’re going start writing check after check without landing on anything that works because they don’t understand the core fundamentals of marketing.

Selling The Vision, Not Just The Service

You’re selling a vision — a glimpse into the future where your prospects don’t have to call up their service provider every time a hiccup happens. Where they’re not bleeding money because their systems are as secure as Fort Knox. That’s the kind of future you’re selling. And it’s worth every penny.

Here’s the kicker — the moment your prospects understand that your premium price comes with premium service, unmatched expertise, and a future-proof strategy, their mindset shifts. They stop seeing the dollar signs and start seeing the value. And that’s when you’ve made the sale.

The Bottom Line

Educating your customers isn’t just about justifying your pricing — it’s about helping them to see the world of difference between a makeshift solution and a tailor-made success strategy. When customers comprehend the craftsmanship behind your service, the meticulous attention to their needs, and the long-term benefits of partnering with you, the price becomes a secondary consideration to value.

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