Understanding the inconsistencies in how people approach pricing can be the key to positioning our services more effectively.
When someone shows inconsistency, it’s rarely about the actual numbers. It’s about the underlying motives that drive their decision-making process.
It’s crucial to do the research, analyse feedback and, more importantly, scrutinise who is giving out opinions and their motivation for them. Do they have an axe to grind?
So, it follows that if we are a seeker of opinions and our “adviser” isn’t a natural buyer of our services, then be cautious.
Inconsistencies #
Be cautious about their enthusiasm.
Be cautious about their idea of price.
For example, the business adviser in a room who encourages business owners to raise their prices when capacity is tight, might behave differently at a 1-2-1 level when he is looking to engage and buy from us.
This is something I’ve experienced and, rather than being too negative about the situation, I’ve treated it as a lesson about buyer behaviour and human psychology.
At least the adviser in question was interested in lead generation services, it’s just that he fell short on his beliefs around pricing. He got out his crude, blunt pricing chisel, even after he was made aware that my business capacity was tight.
Whatever the product or service, in the open market, both buyer and seller are trying to achieve the best price possible for themselves, at that point in time.
Here’s how to recognise and navigate these pricing inconsistencies with a smile:
Watch for the pattern, not just the protest. That client who claims your rates are “outside their budget” but posts about their luxury purchases? They’re telling you it’s not about affordability—it’s about perceived value.
Listen for emotional language around money. When someone uses words like “uncomfortable,” “nervous,” or “hesitant” about your pricing, they’re revealing that their resistance is emotional, not logical.
Notice selective price sensitivity. The person who haggles over your hourly rate but never questions what they pay for similar services elsewhere is showing you exactly where your value proposition needs strengthening.
Their motivations #
But when should you identify their core motivations? The beauty is, you don’t need to pinpoint whether they’re driven by status, security, immediate results, or reliability right from the start.
In early conversations, listen for clues in how they describe previous experiences or what aspects of competitors they emphasise. Present your services in ways that address multiple motivational factors initially, then refine your approach as patterns emerge.
Sometimes it takes seeing how they react to pricing discussions or which parts of your proposal generate excitement to truly understand what drives them. Their consistent reactions over time will reveal more than any direct question ever could.
The magic happens when you recognise these inconsistencies not as obstacles but as valuable intelligence. Each objection gives you insight into what truly motivates their purchasing decisions.
By understanding these evolving motives, you can gradually reframe your offerings to align with what they genuinely value. When you speak directly to their true motivations—which often become clearer with each interaction—price suddenly becomes secondary.
As Jon Miller wisely noted: “Knowing who your customers are is great, but knowing how they behave is even better.”
Thank you for reading.
