Want To Charge More? Compete On Quality, Not Price

This week at the Pretty Decent Internet Café, I taught the second part of our Sales module. Or I should say, the second part of what was supposed to be our Sales module.

About 20 minutes into last week’s lesson, it became clear that we liked the word “OFFER” better.

When I asked why “Offer” felt different than “Sales”, the chat exploded:

“Seems more friendly”

“Feels like you’re helping, like it’s reciprocal”

“It’s like a gift!”

And so, simple as that, we changed our language and the conversation changed direction.

The whole class reminded me of a question I got last week about designing online courses.

I’ve been running a question box on my story the last few weeks to inspire content ideas and find out where folks are getting stuck.

One person asked:

“How can a small biz compete with big businesses who offer online courses at almost no money!?”

Such a valid question…and not really exclusive to courses, right?

This person is asking about sites like Skillshare, but they could just as easily have been asking about Walmart or Amazon. Big suppliers underpricing small businesses is a tale as old as time.

So what do we do?

First, remember that pricing is not just a horizontal line. It’s a matrix.

On the X axis, yes, is the price. And it stands to reason that that is one factor people consider when they’re purchasing a product.

But on the Y axis, there’s quality. Quality of product, quality of service and quality of experience.

So, the question now becomes:

How might we increase the quality of our products as we compete with content aggregators and big box stores?

As a teacher and consultant, I talk to a lot of people each week about their businesses. And, for whatever reason, I don’t tend to attract the kind of people who want to make a shitty product and scam people.

Everyone I talk to, from the course creators to the bad bitches making edibles, wants to make products that genuinely help, entertain or inspire people.

With that in mind, remember that your intention, presence and how much you care increases the quality of the offer already.

Just as I tend to have a better experience walking into my local hardware store than I do walking into Walmart, your attention and care is going to increase the quality of your offering just by being a part of the deal.

It doesn’t end there, though. As a business owner, it’s your job to figure out how to convey that quality to your customers.

That happens in your copy and messaging.

It’s the difference between registering for Adobe Premiere 101 or Video Star: An Adobe Premiere Course For Aspiring Content Creators.

Or between buying a generic Hallmark birthday card or one with a Wandavision reference your friend will keep and display on their fridge forever.

There’s a difference in the quality of the offering and the quality of the experience.

And personally, as a customer?

I expect to pay for it.

Not sure what you want to offer? Try this quick exercise:

• What problem do you want to solve?

• Why do you care about solving it?

• Who do you want to solve it for?

• How do you want it to work?