You were the most expensive - but we'll use you anyway

As with most businesses, we often get asked to quote for a project before we start work. Some clients are incredibly price-focussed, whereas others are more interested in the end result with the cost being less of a deciding factor. While we always aim to be competitive on our artwork, copywriting and print, it's simply impossible to be the cheapest - and to be honest, I wouldn't want to be. Just today I saw an advert for laser eye surgery, with a price tag of just £350 per eye. It struck me that when you're entrusting someone with something as precious as your sight, why would you go for the lowest price tag? The reality is that very often the cheapest options aren't the best. Companies offering a low cost alternative to higher-priced suppliers may have less experienced staff, less well equipped facilities, an inferior service or a low quality product. Last week, we put together a proposal for a brand new potential client. They came back to us having asked several other companies to quote and said that although we were the most expensive, they'd been really impressed by Dan's helpful and knowledgeable attitude when they first got in touch with us, and that gave them the confidence they needed to know that we'd be best placed for the job.

It can be hard not to be drawn in to competing on price in such a price-focussed marketplace, but always trying to be the cheapest will do nothing to strengthen your brand. Price-driven marketing does nothing to encourage loyalty; those who are driven purely by price won't value your service, and they'll be off the moment that your prices go up. In the long run, it's much better to build an army of loyal customers who are willing to pay for you than have worked with lots of people who use you because you were the cheapest. Put a value on your work and have the confidence to charge what you're worth. After all, do you want to be known as the cheapest, or the best?