If you feel like you're always competing on price, it's because price is the only relevant variable that you've given your prospects to consider. From the prospect's perspective, all things appear equal, so they default to the business offering the lowest price.

Consider this, there are actually two sides to your business: the inside reality and outside perception. The inside reality encompasses everything you do and everything that makes your business great. It's all of your skills: the people who work for you, your expertise, the way you service your customers before, during, and after the sale. It's your systems, operational procedures, and commitment to excellence. Add these all together and they equal your value to the marketplace.

However, your outside perception is how customers and prospects perceive your company. The outside perception is developed through the interactions that your prospects and customers have with your business. But here's the problem. If you provide unmatched customer service and your customers absolutely love you, none of that matters to your prospects if they don't even know you exist as an option. Also, if they see your marketing and advertising and, because of your inability to market your business correctly, their perception is that you're no different, or no better, or no worse than your competitors. I would estimate that well over 95% of all businesses are completely inept when it comes to marketing and the end result is that your inside reality and your outside perception are different.

That's why your marketing MUST do the heavy lifting for you. Let your marketing deliver eager, qualified prospects to your sales funnel!