Why Your Competitors Make More Money Than You

Connor Benham

17d • 🧠 GEMS

There’s nothing worse than seeing some two-bob toss-pot competitor make more money than you.

Especially when they have:

An inferior product

Sub-standard customer service

And a questionable reputation

[IMAGE 1] The business stuck charging low rates, and struggling to increase their fees are having very shallow conversations with the prospect. They only ever talk about the tip of the iceberg with the potential client.

They talk about their product, their thing. The visible, and expected tangibles. Which means the prospect can only ask one question… "What’s the price?"

It’s the fitness professional who only talks bout their cardio plans, but get’s upset when they get compared with other fitness people on price.

This isn’t the prospect being a tyre-kicker, a cheap skate, or of poor quality. It’s because you haven’t given them anything else to go off, so ultimately they can only compare you on the one thing all companies talk about - their price.

[IMAGE 2] The companies doing slightly better, and typically charging middling rates can do so because they go beneath the surface line. They talk about more than just the ‘thing’. They talk about the first level not visible from the surface.

They talk in terms of results. The outcomes of working with them. The intangibles.

This is better, and is enough to stop you being only compared on price - but it leads to the prospect asking for compromise. Typically this is around service levels, guarantees, and time frames.

It’s the fit pro who talks about 6-pack abs, and winning more dates. Just to be met with... "Sounds great, but can we do it in 4 weeks instead of 8, can we get started tomorrow, and I want my money back if it doesn’t work."

[IMAGE 3] Those who can charge the biggest fees do so because they talk in terms of meaning. They talk about more than just the intangibles - they build upon it, and layer in conversations about transformation.

The conversations are about more than whats’s expected, and what they’ll experience. The conversations end up focused on things that can only be felt.

hey build upon the conversation about outcomes, until it descends into conversation about their ultimate desire.

Continuing with the fit pro example. After the conversation about abs, and dates. A conversation descends into why. In this scenario it could be that they want to make their ex wife jealous. To make them regret ever leaving them. To be the hot dad on the playground attracting all the MILFs surrounding them.

When you talk at this level the prospect only has one question.

"What’s the plan?"

Not whats the price. Not trying to wrangle with terms. Instead, they ask you how they can move forward today. In a completely subservient manner as they now trust you get them completely.

This is how you charge more for the exact same service.

You change the level upon which you hold conversations with your prospect.

You don’t change the terms, the product, or the widgets.

You change your messaging.

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