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VideoEpisode 2In the Trenches
Stop Competing on Price - Compete on Value
Phil Shawe argues that competing on price is a losing strategy. Instead, companies should compete on the value they deliver: charge for revisions, invest where clients pay and ensure pricing reflects the quality and service provided. The episode provides frameworks for optimising pricing, focusing on high-value solutions and communicating your value proposition effectively.
Focus
Value-based pricing and pricing strategy
Key takeaways
- • Competing on price is a race to the bottom; instead, charge for the value you create.
- • Optimise pricing by charging for revisions and high-value services, not by discounting everything.
- • Invest where clients pay and communicate your value proposition to justify your pricing.
Companion materials
Referenced in episode
- • Transcript
Short references
Topic cues surfaced with this episode
- • Clip on why price competition is a losing game
Next-step doctrine
Audit your pricing model for value alignment