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How to Stop Competing on Price and Start Standing Out for Your True Value

Many business owners feel pressure to drop their prices just to win clients.
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But the truth is, lowering your price rarely builds the kind of business (or life) you really want.
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In this final episode of The Brilliant Book Festival, I’m joined by David Gómez, pricing expert and author of Stop Competing on Price, as well as our brand new co-authored book, Connect. Lead. Succeed, who shares how entrepreneurs can stop competing on price and start standing out for all the right reasons.
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David has spent more than 15 years helping small businesses strengthen their pricing and profitability by focusing on differentiation, perceived value, and human connection.
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He explains why your ability to charge fairly for your work isn’t about being the cheapest — it’s about being clear, confident and meaningfully different.
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If you’ve ever found yourself second-guessing your prices or wondering how to communicate your worth without discounting, this conversation will open your eyes to what really creates value in your clients’ minds.

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"To stop competing on price, you have to start competing on difference.” – David Gómez

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Why Competing on Price Always Costs You

David reminds us that the battle over price is rarely about money, it’s about meaning.

When clients question your fees, it’s usually because they don’t yet see the full value of what you offer.
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• Clients aren’t always seeking the cheapest option. They are seeking the best value for their investment.
  
  
• When you lower your prices, you teach clients to value your work less.
  
  
• Profitability for small businesses comes from clarity and connection, not competition.
  
  

To help your next client see the value of your offer, ask: How can I communicate my value better, so price becomes secondary?

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The Three Questions Behind Every Buying Decision

David shared a simple but powerful framework to strengthen your pricing confidence. Before setting or defending your price, ask yourself:
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1. Why you? Why should a client choose you over anyone else?
   
   
2. Who cares? Who truly needs and values what you do?
   
   
3. How will they know? How will you communicate your difference clearly and consistently?
   
   

These questions mirror what’s going on in your buyer’s mind. Therefore, gaining clarity on each one helps you attract ideal clients who already value your approach.

When you answer these confidently, your pricing becomes a reflection of value, not a debate.

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“The problem isn’t that your price is too high — it’s that your clients don’t yet understand why.” – David Gómez

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The Power of the Little Things

Both David and I believe that small things often make the biggest difference.
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It’s not always about grand gestures or complicated strategies — it’s about how you make people feel.

• A warm smile, remembering a client’s preferences, or a thoughtful follow-up all create emotional connection.
  
  
• These moments build trust and loyalty that no discount can match.
  
  
• David calls this the “acupuncture approach” — small, precise actions that have a big impact.
  
  

Clients remember how you make them feel more than what you say or sell.

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Pricing with Purpose

When it comes to setting your prices, David suggests looking beyond cost.
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Price should reflect the value you create — not just the hours you spend or the materials you use.

• Compare your offer to others in the market to understand your positioning.
  
  
• Consider what additional value or experience you provide that others don’t. Or what you can add that others would find hard to replicate.
  
  
• Remember: clients don’t always choose the cheapest — they choose the option that feels right and offers value as they perceive it.
  
  

When your communication is clear, your price becomes an expression of confidence and care.

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Discounts Done Right

Discounting isn’t always wrong — but it should never be random.

If you choose to offer a discount, tie it to something that builds value in return: a testimonial, a case study, or an early commitment.
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• Always link a discount to an exchange of value (e.g., referrals, volume, or feedback).
  
  
• Avoid discounting under pressure, it damages your pricing integrity.
  
  
• Consistency protects your loyal clients who happily pay full price.
  
  
• Use discounts as strategic tools, not desperate reactions.
  
  

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A Final Thought to Reflect On

Your price is a reflection of your belief in your own value.
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When you discount too easily, you don’t just lower your price — you lower your power to make a difference.

Standing out isn’t about shouting louder or being everywhere.

It’s about knowing what makes you meaningfully different, communicating it clearly, and consistently delivering small moments of care that clients never forget.

So instead of asking, “How can I make my prices more competitive?” try asking: “How can I make my value undeniable?”

That one shift could transform your pricing, and your entire business.

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About David

Forged in the trenches of Latin America’s fiercely price-driven markets, international speaker and bestselling author David Gomez shows how bold differentiation takes organizations from discounting to profitable growth.

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Read David's co-authored book: Connect. Lead. Succeed
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Connect with David

Website    LinkedIn

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About Your Host, Melitta Campbell

Melitta Campbell is an award-winning business coach, TEDx speaker, author of A Shy Girl’s Guide to Networking and founder of The Value Whispering Circle.

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Through her Value Whispering^TM Blueprint, she helps introverted female entrepreneurs build quietly impactful businesses that grow through clarity, trust, and alignment.

Learn more about working with Melitta here

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Ready to Grow Your Business?

‍Learn more about the ways you can work with Melitta Campbell to uncover your Value Sweet Spot to market, sell and grow your business confidently, and always on your terms.

Working with Melitta > 

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