Louis Massaro introduces a short talk on how to make a business stand out and command higher prices by selling value rather than competing on price. The opening frames the core question: what will make customers willing to pay up to double a competitor's price?
How do you really create a business that is worth so much more than your competition? And how do you get your customers to see why they should be paying you more while at the same time improving the quality of your service and creating more raving fans? We need to start understanding first from a customer standpoint, what is it going to take for them to say yes to your company knowing that you are up even double the price of your competition? It's about value. I've been saying this since day one, right? We've got to sell value, not price.
