Let’s be honest. Most of us shop with our eyes locked on price tags. But here’s the truth bomb – price isn’t the same thing as value (if it were, gas station sushi would be a best-seller).
Take clothing. The rise of fast fashion has convinced big brands that “cheap and cheerful” is all people want. But cheap often turns into cheerful for about 12 minutes, then tragic after the first wash.
Look at Levi’s. They recently raised their prices and got plenty of press for it. Their defense? “We make jeans that don’t disintegrate if you sneeze too hard.” They use heavyweight denim, durable stitching, rivets that could probably hold a spaceship together, and hardware built like it belongs on a Jeep. It’s not just toughness. These jeans keep their shape, feel good, and don’t scream “I bought these from the bargain bin yesterday.” Suddenly, that higher price looks like a bargain in disguise.
Now let’s move to Ike Behar, makers of men’s business shirts in a cutthroat market. When we worked with them, we uncovered a gem: their patented, hand-sewn collar that never collapses under a tie. Gentlemen, you know the horror: you start the day sharp as James Bond, and by 2 p.m. you look like you borrowed a shirt from a laundry pile. Behar fixed that. And their loyal customers? They’ll pay more to never look like “that guy” in the meeting.
Here’s the point:
- Sales isn’t about chanting “we’re better!”—it’s about proving it.
- Quality is value you can measure (jeans that last years, collars that never flop).
- If you don’t brag about your secret sauce, your customers may assume you don’t have any.
So, here’s your challenge: if Levi’s can charge extra for denim and Ike Behar can win loyalty with collars, what’s your hidden differentiation? What makes you the jeans that survive the apocalypse or the shirt that makes you look good even after three espressos and a fire drill? What does your company do for your customers that makes them look better to their customers?
Don’t let your customers take for granted that which you may be taking for granted. Be explicit about how your product or service differentiates from the rest.
September, 2025