Why Do Customers Think You're Too Expensive? | 5 Reasons Small Business Owners Miss

Do you keep hearing, "You're too expensive?"

Ouch.

I know it's tempting to start chopping prices, throwing in freebies, or convincing yourself you need to "be more competitive." I'd rather chew glass.

Sometimes your prices really are too high. But if you keep hearing that objection, chances are there's something else going on.

In this episode, I walk through the five biggest reasons customers think you're too expensive. We talk about your branding, your messaging, the value customers see (or don't), and the one thing that's become more important than ever: trust.

If you're struggling with:

▶️ Hearing "you're too expensive" more than you'd like

▶️ Losing customers to cheaper competitors

▶️ Attracting people who only care about price

▶️ Wondering why customers don't seem to "get" what makes you different

...this episode is for you.

You'll learn:

• Why lowering your prices is usually the last thing I'd do
• How your branding may be working against you
• Why your website and messaging set expectations before you ever have a conversation
• How to figure out whether customers really see your value
• Why trust has become a small business's unfair advantage

Shawna shares examples including:

✅ Secret shopping your competitors

✅ Asking prospects the right follow-up questions

✅ Using focus groups to uncover blind spots

✅ Collecting video testimonials that customers actually believe

✅ Making your website work harder for you

Who This Episode Is For

Business owners who are tired of competing on price and want customers choosing them because they're the right fit, not the cheapest option.

Final Takeaway

Not every customer who says you're too expensive is telling you your prices are wrong. Sometimes they're telling you they don't understand your value yet. Those are two very different problems, and only one of them gets fixed with a discount.

Episode Page + Full Transcript

https://www.thebuyerinsider.com/podcast/episode-25

Timestamps

00:00 Why Customers Think You're Too Expensive

01:08 Maybe It Really Is Your Pricing

03:15 When Your Brand Doesn't Match Your Price

07:10 What Your Messaging Is Really Saying

10:20 Do Customers See Enough Value?

13:45 The Biggest Issue: Trust

18:30 Your Small Business Superpower

22:05 Finding Your Exact Right Customer

Connect With Shawna

🌐 https://www.thebuyerinsider.com

📬 https://www.thebuyerinsider.com/newsletter

📚 https://www.thebuyerinsider.com/vault

▶️ https://www.youtube.com/@ShawnaSuckow

If you haven't wandered through the Vault yet, go take a look. There are free assessments, worksheets, and other goodies in there that might save you a little time, a little money, and maybe a headache or two.

#SmallBusinessMarketing #PricingStrategy #CustomerTrust #SmallBusinessOwner #Entrepreneur #BuyerBehavior