There are two kinds of clients:
- Those who buy on value
- Those who buy on price
The value buyers want an outcome.
Price is less of a factor. They’re more interested in getting a great result than getting the cheapest price. They’re willing to invest a sizeable amount to get it done right, too.
Price shoppers really only care about one thing: price.
They want to maximize the returns they can get for every dollar spent—even if it means choosing someone cheaper for a slightly less effective outcome.
When price shoppers come your way, run. It’s not worth it.
They’ll squeeze as much out of you as possible and bend the lines of your scope until you barely recognize them anymore. They still won’t be satisfied.
When value shoppers come your way, move mountains to work with them.
They expect a lot, sure. But you have the opportunity to charge fairly for your best work. And they’ll be happy with the outcome as long as you see the project through to a high standard.
Value shoppers are portfolio makers. They refer you. They complain the least and speak highly of you once you deliver your best work.
These are the ones you build your business around. Leave the price shoppers for someone else.