Something I hear all the time from our sales associates and other business people that price is always the issue and they can't convey to the client the value of what the are offering. The answer comes down to one thing: there is no differentiation between value and price. If I can't tell the difference between brand A and brand b, and brand b is cheaper, I'm gong to buy brand b, correct?

Everybody knows that you get what you pay for and most certainly your customers. Customers are prepared to pay a bit more if the quality of service is there. How do you put the "quality or value" into the mix? Here is how we do it:

1. Become a specialist rather than a generalist. The key is finding your "niche" and become the best. As an example, you are willing and going to pay more for a brain surgeon than a general practitioer, right?
2. Qualify your prospects better upfront. There is no sense in offering a $10,000 solution when the buyer only has $3000 to spend. You could after discussing the project with the prospect say "This project is going to range between X$ and Y$. The prospect will quickly let you know if you are in the ballpark or above their budget target.
3. Offer a warranty or guarantee. Remember, the customer is not buying a product or service but a "result". For most buyers the comfort of having a warranty or guarantee makes a major difference in the buying decision.
4. Educate your potential or existing client why you charge more. Recently, I heard one of our sales associates asking another company member if he could give him 5 reasons why a client should host their web site with us (one of our services is web hosting). This question brings me to the next point, prepare a document that lists 5 or more reasons why someone should do business with you.
5. Prove to the prospect that you will do what you proposed. Use testimonials and case studies to show you are what you say.

Price is a powerful motivator but adding value to your proposal(s), a "qualified buyer" will, in my experience, opt to go with the best "value and result".