Excerpt from a YouTube video by Sachin Patel ("Unleashing Expertise: Value Amplified"). Patel cites mentor Joe Polish and friend Michael Fishman to argue that successful positioning requires understanding client value ("what's in it for them") and presenting offerings as valuable rather than expensive—"something cannot be valuable and expensive at the same time."
My mentor, Joe Polish. I know Reid knows Joe as well. He wrote the book what's in it for Them? One of my favorite books of 2023. And what he talks about is. Is really understanding what's in it for your clients. Right. When you can, if you want to offer a world class program and world class results. Right. That can't happen at a Motel 8 budget. Right. So if you want to position yourself correctly, the correct way to position yourself is as someone who's valuable. Something cannot be valuable and expensive at the same time. Let me say that again. My friend Michael Fishman taught me this, that something cannot be valuable and expensive at the same time. So if what you're doing is valuable to the client, it's not going to be viewed as expensive.
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