Lower Prices Won’t Always Win More Clients

11 Aug 2026 · 1 min

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In this concise monologue, the speaker argues that competing solely on price is ineffective for winning clients. Instead, he urges consultants to identify and promote differentiators that showcase expertise and reliability. Practical tactics include being available early (e.g., 7 AM), offering on‑call support, visiting client offices, meeting stakeholders in person, and delivering in‑person presentations of findings. By positioning these strengths as a competitive edge, consultants can justify higher fees and attract business despite not being the cheapest option.

Chapters

Just because you have a lower price, it doesn't mean that you'll get more business. So I want you to differentiate. And once you differentiate, you can even bring that up. You can lean into that and say, I might not be the least expensive, but I know my stuff. I can deliver and solve your problem. I can be there 7:00 AM. You can call me when you have an issue. I will be visiting your offices and meeting with the stakeholders, and I will present my findings in person, that could be a differentiator. A lot of people want to see consultants in person working maybe on-premise. So whatever your differentiators are, that is your edge, that's your advantage.