I lost a high-value customer worth millions (here’s what I learned)

We’ve all been there.

You’ve nurtured a potential customer for months.

Everything seems positive (the green flags are flagging).

Then you mention price, and everything stops.

The deal falls apart.

I tried to recover by re-explaining our value and how uniquely positioned we were.

But it was lost.

A few weeks later, I learned they went with a competitor (and paid significantly more) 🫠

I later asked why (after my ego wasn’t quite as bruised).

They said the value of the deal didn’t match the price.

That sentence stuck with me for years.

During my MBA, I realised that price is based on the *perception* of value that you create.

It’s not just based on the product or the price you are pitching.

It’s how you position yourself before and during negotiations.

— it’s your authority, your brand, your USP, your messaging, buyer psychology and resonating deeply with your ideal customer.

That’s why my premium positioning method was born.

I understood that the new era of securing high-value clients and deals had arrived.

Unfortunately, If you aren’t playing like the big players are, you aren’t playing at all.

Once you do that, price becomes irrelevant because the perception of value supersedes it.

I offer 1:1 intensives for B2B founders, to help them position their business in a way that secures high-value customers today.