Over the past three weeks I’ve been feverishly refreshing Facebook Marketplace looking for a bike for my 6-year-old.
Of course, I could have just walked into a store and bought her a shiny new bike off the rack — but that was never gonna happen knowing she’s going to throw it on the ground, leave it in the rain, and outgrow it in a year.
So instead, I’ve been digging through listings, haggling with strangers, and sending those awkward “Is this still available?” and “Would you take $50?” messages until I found a used one that was in good shape, nearby, and (most importantly) a deal.
You read this, and you wouldn’t be wrong to assume I’m just a cheapskate.
But I’ll happily pay 4x the going rate for her private swim lessons over the useless group ones at the Y — because the outcome matters more than the savings.
I’m not always bargain hunting — I’m just intentional about what I bargain hunt for.
And your clients are doing the exact same thing.
Some prospects are bargain shoppers — sorting proposals from cheapest to most expensive, trying to get something online with minimal investment.
Others are outcome buyers — seeking the highest-trust expert, knowing paying more is actually how they avoid risk.
You were never going to get me to pay retail for a 6-year-old’s bike — and some clients are never going to pay $10k for a website. Trying to convert a bargain hunter into a premium buyer is a losing battle.
Raising prices isn’t hard — you just change the number.
The trick is making sure that number is being seen by the kind of people who value the kind of work you do.
