Louis Massaro explains how your business name and positioning attract different customers. If you call yourself affordable or cheap, you'll draw price-conscious buyers. Instead, signal quality and replace the belief that customers are cheap with the understanding that many will pay more for perceived value.
We need to understand our customer avatar. We need to know how they think. You know, if the name of your company is Affordable Movers or el Cheapo Movers or things like that. You can't get pissed when people don't want to spend the money. What do you think's gonna happen? Who do you think you're attracting? The people that want quality service. There's a reason that there's Hyundai's on the road and there's Mercedes on the road. Same car, get you the same place. There are people out there that are willing to spend more money. I just want to. I know this is a hard. I know for some people, this doesn't. It's like, no, all customers are cheap. And you have that belief ingrained in your mind. Part. Part of what I want to help you do over these next three days is understand the stuff that's ingrained in your mind. These old stories that play like a movie reel in your head are not serving you. We need to replace them with some new beliefs. And again, I'm not asking you to take my word for it. I hope that I deliver enough information that it makes sense for you. I'm helping you make sense of why you need to charge more and how you need to help the customer make sense of why they need to pay more.
