Here's something worth thinking about:
Your customers aren't necessarily trying to spend the least amount of money.
They're trying to avoid making a mistake.
Those are two very different things.
Imagine someone is considering hiring you.
Of course they're thinking about the outcome they want.
But there's another conversation happening quietly in their head:
What if this doesn't work?
What if I choose the wrong person?
What if I spend all this money and have nothing to show for it?
What am I going to tell my spouse?
What am I going to tell my partners?
What am I going to tell myself?
That's why simply lowering the price doesn't necessarily solve the problem.
A cheaper mistake is still a mistake.
A cheaper mistake is still a mistake.
I saw this with our Money-Making Websites.
They weren't the cheapest websites someone could buy.
Not even close.
But I knew we had a methodology that worked.
So rather than trying to make the website cheaper, I focused on making the decision safer.
We selected the right people.
We included what was necessary to get the outcome.
We knew the process worked.
And we were willing to put our own money on the line.
That's a completely different value proposition.
You're not saying:
“Here's something inexpensive enough that you can afford to take a chance.”
You're saying:
“I've thought through everything that could keep you from getting the result, and I've built the offer around eliminating those things.”
That's what certainty looks like.
And the more certainty you can create, the less important it becomes to be the cheapest choice.
So take a look at your offer.
Where is the uncertainty?
What are they afraid might go wrong?
And what could you change about the offer to remove that fear?
Because sometimes the biggest obstacle to a sale isn't the money.
It's the possibility of regret.