2Bobs—with David C. Baker and Blair Enns How to Avoid Commodifying Your Offering
10 snips
Sep 11, 2024 Blair Enns, an expert on business positioning and pricing, dives into the dangers of commodifying services, especially during economic downturns. He discusses how strong branding and strategic thinking can help maintain a business’s unique value. The conversation explores the pitfalls of hourly billing and urges adopting strategic pricing that reflects client value. Additionally, Blair highlights challenges in marketing educational offerings and shares insights on leveraging AI without surrendering perceived value. Practical tips for negotiation are also featured, emphasizing the importance of maintaining distinctiveness.
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Episode notes
Selling Thinking-Based Services
- Stop selling thinking-based services by the hour or day.
- Instead, package these services as distinct offerings and price them based on client value.
Strategic Price Cuts
- Avoid cutting prices early in the sales process without something in return.
- Offer price reductions only when it guarantees closing the deal, ensuring a quid pro quo.
Land Auction Anecdote
- David Baker shares an anecdote about a land auction.
- He and his wife were outbid, highlighting the folly of negotiating against oneself by incrementally raising one's own bid.