Phil Risher says customers don't avoid you because you're expensive, they avoid you because they don't trust you enough to pay it. Build trust by showing reviews, years in business, credentials, local roots, and media appearances. That's how you stop competing on price.
People don't think you're too expensive. They don't trust you enough to pay your price. Trust is currency right now. If you do not build trust with your audience, if you do not build trust with your customers, they are not going to pay your price. And if you get price shopped, "Oh, that's too expensive," then you are like everyone else. They are considering you apples to apples. You need to build trust with them so that you're apples to oranges. And the way that you do that is you tell the story about your business. And the story is we have this many reviews. We've been in business this long. We have this much credentials. Also, we're local. Also, also, also. The whole story. If you are just pretending that you're some big box company that has no heart or soul, people are gonna treat you that way and you're not gonna win. If you wanna win, lean into the fact that you're a local business. Lean into the fact that you're from the local area. Lean into the fact that you sponsor local things. Lean into the fact that you've been on the news, you've been on TV, you've been creating content and all the stuff. You gotta tell them the stuff. So if you're getting price shopped, you haven't done a good job of building the value.
