I want to share a couple of stories that really struck a chord with me, illustrating how understanding value can help take price out of the equation.
The first story happened during a casual conversation I had with a financial planner at an event.
When I mentioned that I’m a vet, his immediate response was, “You vets must make a lot of money! My mom took her dog to get desexed, and it cost $250!”
Instead of just brushing it off, I asked him, “Do you know what’s involved in desexing a dog?”
I then walked him through every single step—from the initial health check, through the surgical process, to the care the pet receives while recovering from anesthesia. I laid it all out.
After listening, he turned to me and asked, “So, why is it only $250?”
It was a lightbulb moment. All I did was explain the value behind the service, and suddenly, he saw it from a completely different perspective.
Here’s the key point—when you’re a vet, desexing a dog is routine, part of the job. But for most clients, the details are a mystery.
When you take the time to explain what’s involved, two things happen:
- Clients become educated on the value. They begin to understand that it’s not just a “quick surgery” but an involved process, and their perception of the service’s value increases.
- They expect the price to reflect that value. Suddenly, $250 doesn’t sound so steep—it sounds like a bargain!
This brings me to another story—this time, from when I bought a diamond ring for my engagement.
When I walked into the jewelry store, the jeweller didn’t start by asking about my budget. Instead, he asked me what I was looking for in a diamond. He educated me on everything—from clarity to grading to the small details that make a diamond truly unique.
By the time I walked out, I had purchased something far above my initial budget, but I didn’t feel pressured. I felt like I was getting incredible value.
The takeaway here is simple: Education equals value. When clients understand the effort, expertise, and quality behind what you offer, they no longer fixate on price. They’re willing to invest more because they perceive the true value in the service or product.
So, whether you’re desexing a dog or selling a diamond, educating your clients can eliminate price objections before they even arise.
Cheers,
Sam Bowden
