Symptom of poor positioning: Price pressure

Do your prospects always try to haggle?

Price pressure can be sign of poor positioning because:

  • Your prospects aren’t immediately seeing the value that they’ll get from your product

  • Your prospects don’t see you as unique — you’re the same as your competitors… but hopefully just a little bit cheaper

  • Your prospects don’t see you as uniquely suited to them — related to the point above

Unless your core value proposition is “we’re like X, only cheaper” (a strategy I would personally never recommend a company follow), you should never feel like you’re under pressure to deliver your product more cheaply or like your customers would leave if you increased prices by $1 per seat next month.

If you’re under price pressure, it’s because the prospects you’re talking to don’t see you as differentiated from the other options in the market or they don’t see any value in the ways that you are different. That usually means you need to:

  • Do a better job communicating how you are differentiated from other competitive alternatives and why those differences matter

  • Focus on getting more prospects and clients who care about the things only you do well

Are you under price pressure? Reach out to see if better positioning could take the pressure off.

Emily Omier