Yesterday, I had the owner of a small company on the phone after she showed interest from a cold email.
It went okay until pricing came up. I pitched her on one of our services for $1500 a month.
Most companies realize the bargain that it is because we 2X+ companies within a year.
But she jumped back instead. She went on to tell me about how her million dollar company with locations in The Netherlands and US could just hire a high school grad to do what I was offering for $50.
I just acknowledged that pricing is not the same for all people. Some people are appalled by $100 shoes while others happily dole out $1000 for sneakers or heels. And that I’d keep her posted should we ever release a product which has a price point in her range.
She didn’t understand the value I was offering and I didn’t try to get her off her fixation of price instead of ROI (Return On Investment).
The take away from that story is this:
Don’t try to convert the non-believers. Find people who believe what you believe instead.
If you try to sell vegan burgers to die-hard meat eaters, you’ll lose out to human nature.
No matter what you say, you won’t convince the vast majority to give up meat.
Instead, don’t try to change the market just pick a new one. Work with people who believe what you believe.
Tesla gave people what they wanted (an amazing car) and kinda snuck electricity in there. Whereas Toyota tried to convert people by kinda guilt-tripping them into their ugly Prius.
Tesla went with human nature. Toyota went against it and played the ‘you should want to reduce CO2 and help the planet’ card.
The parent analogy here is giving your kids a delicious smoothie (they want yummy stuff) but sneaking a ton of fruit and veggies in there (you want them to have the right nutrition).
There are people who think what you offer is a commodity. It’s not for them. They’re not in on the joke.
Don’t get your feelings hurt. It’s okay. You’re passionate about shoes and not about TVs. You’re passionate about music events and not about material things. You’re passionate about travel and food and still got the phone you had 3 yrs ago.
People behave differently in different markets. If you find yourself spending time convincing the un-convincible, you’re not only investing too much time (Sunk Cost Fallacy) but you’re also stealing precious time and attention from the people who DO deserve it.
Find your tribe, find your believers. Spend your time there and reject non-believers.