Once you know who your customers are and what they want, the next question is what value are you adding to them?

High value is not the same as low price.

The price is obvious. It can be seen from a distance. But value is more subtle. It often needs to be experienced to be understood.

The price is the same for every person who buys that item at retail. The value is different for everyone.

Anyone can offer a cheaper price.

Low price is the last refuge for entrepreneurs who don’t have the patience or guts to demonstrate value for those that need it.

Being the cheapest is not what adds value.

Workout the value you provide to your customers without mentioning price.

Are you convenient, accessible, reliable, comfort, focused, peace of mind, speed, quality, unique, a glow-in-the-dark, wow, you listen more or you care and love more than anyone in the market?


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