Five Moves to Compete Beyond Price

When offers feel identical, price becomes the tiebreaker.

Not because it's the most important factor, but because it's the most visible.

Shift the spotlight. Frame your value so clearly that price fades into the background.

Here are five moves to fix it:

Map offerings to customer context Start with the job your customer is trying to complete. Build tiers for routine work (basic), high-risk projects (professional), and reputation-driven bids (premium). Match your offer to the risk they carry.

Bundle around how work gets done Delivery, kitting, and support aren't extras. They're part of the solution. Bundle them around the cost of failure you help prevent.

Train sales to sell outcomes Skip the feature dump. Start with business impact. Ask about delays, rework, and jobsite frustration. Then connect your offer to what it prevents.

Reduce complexity without cutting options Lead with three clear paths for most buyers. Keep the full catalog, but guide decisions. Make it easy to choose, not just to search.

Measure what drives behavior Track how customers move from basic to premium. Watch service attach rates and wallet share. Margin follows value clarity. It does not lead it.

Customers focus on price when the offer lacks distinction. Define the value. Guide the decision.

**Market leaders don't win on price. They win by making their value undeniab