The Price Is NOT Right

Do you do it?

The answer is ... no. Definitely no. Just say no. No, no, Nanette. A thousand times no. Dr. No. Hell Triple-FREAKIN' NO.

Tell Mr. Costanza no soup for you.

Don't sell based on price. Ever.

Why? Here's why...

Because selling on price is selling based on FEAR. It is a position of WEAKNESS. It's what most of your competition does. It doesn't allow you to offer superlative service, startling creativity and amazing follow-up because you can't afford to in this down-and-dirty arena of the great unwashed sales masses. It sends a terrible message to your client and damages your integrity. It cheapens everything you are attempting to accomplish on behalf of your client.

Because selling on price is ignorant. Ignorance on the part of your customers. Ignorance for which you are responsible. Fully educate your customers about the added value you and your company bring to the table. Avoid purchasing departments and purchasing mentalities. Be willing to walk away from orders and projects like this. Be willing to walk away and explain this to your client and really mean it! Take pride in your professionalism and problem-solving abilities and your crack responsiveness and proprietary resources and over-the-top creativity. Once you've branded yourself as a price-cutter, you become a common street peddler in that account from then on. This perception will never change.

Separate yourself from the lowest common sales denominator. Be Bold, Be Different, Be Memorable. You are worth more. Your time is worth more. Choose not to work with clients who don't value all you can bring to their marketing and promotional efforts. If you have clients like this, fire them and find new clients. They are out there. Find them. Partner with them. Create relationships with them. Make it clear that you are an extension of their marketing team and not merely a vendor.