When clients make buying decisions, it can be tempting to believe they care most about price. Many new salespeople fall into this trap, trying to compete by offering discounts or undercutting competitors. The reality? Clients don’t always want the cheapest option — they want the best value.
Why Focusing on Price is a Mistake
If your pitch revolves around price:
- You risk being seen as “cheap” rather than valuable.
- You attract clients who are disloyal and switch the moment someone else offers a lower deal.
- You reduce your margins, making it harder to deliver quality.
Price-only selling is a race to the bottom — and nobody wins in the long run.
What Clients Really Care About
Clients want to know whether your solution will:
- Help them grow their business.
- Save them time or resources.
- Make their life easier.
- Deliver a return on investment.
These are value-driven outcomes, not just numbers on a price tag.
Shifting the Conversation from Price to Value
Instead of saying “We’re cheaper”, say “Here’s why this will give you more for your money.”
Examples:
- “Our adverts reach highly targeted local customers, giving you better results for each euro spent.”
- “Our campaigns include reporting tools, so you always know exactly what you’re getting.”
This way, the client sees your offer as an investment, not an expense.
How to Sell on Value
- Focus on benefits and outcomes, not features.
- Use case studies or stories that show success.
- Show the return on investment clients can expect.
- Build trust so clients see you as a partner worth paying for.
The Takeaway
Price fades quickly, but value lasts. By showing clients why your solution is worth more, you’ll win their trust, their loyalty, and their business — without cutting corners or racing to the bottom.