I know next to nothing about cars, but I can confidently spot the difference between a washed car and a dirty one. That is also true for spotting a well-made sandwich, cocktail, or any other result of a low-variance service.

The trouble begins when I also think I can do that on high-variance services as well. Surely I am able to tell a good translation/contract/design from a bad one, right? Probably not.

Don’t get me wrong, it’s also not my job to know how to tell them apart – it’s on the professionals themselves to illustrate their differences in a way I understand. And if they fail to do that? Then I have no choice but to decide on the only thing that I do understand and can easily “compare” them on – and that’s the price.

If your clients get shocked when they hear your price, and reply to your explanation with the equivalent of “don’t give me that” it probably means they see no difference in what you do compared to anybody else in your field, so they see absolutely no reason to pay anything more than the going rate. 

I know and you know that that’s not true, that there are good reasons for you being a better choice for them, but that doesn’t count. The client is the one that makes the decision, so only their perception counts.

When you clearly highlight your competitive differences, “price-obsessed” clients become an exception rather than a rule.


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