If you’re competing on price, you’re always focused on being the cheapest. And if you only attract people who want the cheapest? You’ll always have to offer more for less, just to keep up. That, my lovely, is a miserable way to run a business.
But do you REALLY want to be the cheapest?
The Problem With Cheap Customers
People looking for “the cheapest” probably won’t be loyal. They don’t really care about you, your story, or your craft. They want a commodity at the lowest possible price. And the moment someone cheaper comes along? They’re gone.
Which is fine if you’re selling baked beans or toilet roll. But you’re not. You’re a small business owner. Your business is filled with your passion, your energy, your time, and your expertise. That’s worth more than bargain-basement prices.
What Your Ideal Customer Actually Wants
Your ideal customer isn’t looking for “cheap.” They’re looking for “the best fit for them.” There’s a huge difference. They want someone who understands their needs, delivers quality, and makes them feel looked after. They’re happy to pay for that – they EXPECT to pay for that.
Think about the brands YOU love. I bet they’re not the cheapest options. You chose them because of how they make you feel, the quality of what they offer, and the experience of working with them.
How To Attract Value-Driven Customers
Get clear on your value. What difference do you make? What results do your customers get? Lead with that in your marketing – on your website, your Instagram, your emails.
Price with confidence. Use Xero or a simple spreadsheet to know your costs, then price to make a proper profit. If your prices make you feel uncomfortable, that’s a mindset issue – not a pricing issue.
Show your worth on social media. Share testimonials, behind-the-scenes content, client transformations. Let people SEE the value before they even ask the price. Instagram carousels, Reels, and LinkedIn posts are brilliant for this.
Let the cheap ones go elsewhere. Seriously. When someone haggles in your DMs or says “that’s a bit expensive” – that’s not your customer. Wish them well and move on. The right people will come.
You’re not cheap. You’re awesome. Price accordingly.