What’s your product? Why would your customer buy it? What’s the value to your customer? Why would the customer buy your product instead of a similar – less expensive – product?
Because you are your product.
If you are the product it can’t become a commodity. If the customer wants you, the competition can’t underbid or offer you for a lower price.
For example, let’s say you’re a video producer. You could….
- Offer low cost video production. Clients will use you until a better deal comes along. Also, you’ll make only as much as the market will bear for your product. Or
- You could be known as an expert in using video to build the client’s business. It becomes difficult for the client to look for alternatives if you are adding value and you are consistently building your client’s business – whether or not you are personally involved.
To be or not to be a commodity. That is the question.
– T.D. Boss