When customers notice that your price is a little higher, but you know and believe that the price is fair because of the quality, you need to convey the reasons why. You’re better off explaining the price in the beginning and showing customers the value than you are lowering your prices and trying to come up with excuses and defenses for poor quality over the long term. Once the customer agrees and pays the price, it will soon be forgotten. But poor quality and problems with your product or service will last a long time, and that’s what customers will remember.
What does the product really cost them over the course of using it, taking into account lost time and aggravation? If your product or service costs 15 percent more than a competitor’s but lasts 25 percent longer, it’s really less expensive in the long run. These are the things you need to stress during your sales presentation. If you cover this up front, it won’t come up later. When you look at price from that perspective, it doesn’t look so high after all. Explain this to your customers and get the order (and referrals).