The following message is the best explanation of price vs. value that ever has been stated. You may wish to have it, or part of it, typed up and made available on your web site or as a declaration on a stand-up in your place of business. It buries the notion of "price is everything", even on commodities with a known value.

In those cases, as well documented in this manual, you may offer expert advise or many other added values. However, when "lower your price" or "The other guy has a better price" comes up - this is the answer. That being said, 25% of them will not buy from you, count on it, but 75% of the market is open to value.

It is not wise to pay too much, but it is worse to pay too little. When you pay too much you lose a little money - that is all. When you pay too little you sometimes lose everything, because the thing you bought is incapable of doing the thing you bought it to do.

The common law of business balance prohibits paying a little and getting a lot... it can't be done. If you deal with the lowest bidder, it is well to add something for the risk you run. And if you do that, you have enough to pay for something better.