A short YouTube clip (Mark Wickersham) arguing that clients are not price-sensitive but value-sensitive. He explains that when clients say "that's expensive" it usually reflects a lack of communicated or understood value rather than true price sensitivity, and that reframing this changes how sellers should present prices.
The reality is your clients are not price sensitive. They are value sensitive. And that's something very different. And when we understand that, everything starts to change. Now, the reason why we often think that our clients are price sensitive is because at some point in the past, you've probably presented a price to a client or prospective client and they've said those words that we dread. Oh, that's a bit expensive. And when we hear that in our mind, we assume that means they must be price sensitive when they say, that's expensive. The reason why somebody will say, that's expensive when you present your price is because they don't understand the value, and that's really important.
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