I recently spoke at a conference and one of the attendees said, “All of my prospects are only concerned about price.”

Um, no, they’re not.

There are loads of people for whom price is not the primary factor or any factor.

For example, there are many cruise lines that go to Alaska. If our only outcome was to cruise to Alaska, we could have done it for FAR less money than going on Silver Sea. In fact, Silver Sea was one of the most expensive ways to get there.

But, we wanted a luxury experience with superior service, top-of-the-line restaurants, and other amenities that less costly cruise lines don’t offer.

Now, here’s the rub…

If Silver Sea had no differentiating factors and marketed itself like a commodity, we would have made a different choice where the price was a factor.

If you are constantly getting “price shopping” prospects, I suggest you look at who you’re marketing to and the message your presenting.

If you look and sound the same as everyone else in your industry, the price of your service will always be the primary factor.

Alrighty, it’s time to get on a helicopter and land on a glacier.

Kick butt, make mucho DEEero.

Dave “The Best Not The Cheapest” Dee