How to Stop Competing on Price and Start Leading Your Market.
Tired of price-shopping clients and constant discounting? Learn how to position your service business as the go-to authority, attract better leads, and stop competing on price—for good.
Adam Thompson • April 7, 2025 • 5 Minute Read
If you’re a service provider, you’ve probably been here before:
You send a proposal.
You follow up.
And then you hear it:
“We decided to go with someone more affordable.”
Or worse—
“Can you match this cheaper quote I got from someone else?”
At some point, you start asking yourself:
“Why do I keep attracting clients who only care about price?”
“How do I stand out when everyone seems to offer the same thing?”
“Is discounting the only way to win the deal?”
The truth?
If you’re competing on price, you’ve already lost the positioning game.
The good news:
There’s a way out—and it doesn’t involve lowering your rates or reinventing your offer.
Let’s break down what’s really happening—and how to shift from “just another option” to the obvious choice in your market.
1. You’re Selling a Service, Not a Solution
Most service businesses talk about what they do:
Web design
Business coaching
Bookkeeping
Therapy
But clients aren’t buying “a service.” They’re buying a specific outcome to a specific problem they care deeply about.
If your messaging sounds like everyone else’s, price becomes the only differentiator.
How to fix it:
Speak to the result, not the service.
Don’t sell “branding packages”—sell “positioning that attracts higher-paying clients.”
Don’t sell “Facebook ads”—sell “a system that brings in 10+ qualified leads per week.”
When people see you as the expert who solves their exact problem, price takes a backseat.
2. You’re Attracting Price-Sensitive Leads with Price-Sensitive Content
If your content is generic, vague, or focused on tips and surface-level ideas, you’ll attract leads who are shopping around for the cheapest option.
Example:
A fitness coach posts “3 ways to stay motivated.”
It’s fine. It’s helpful.
But it’s also what everyone else is saying.
What to do instead:
Create content that:
Addresses deep pain points and stuck patterns
Builds trust by showing how you think and work
Qualifies leads by naming who your service is for and who it’s not
This shifts you from being “a good option” to “the only option that gets it.”
3. You’re Not Owning Your Expertise
If you’re waiting for people to discover your value, you’re already at a disadvantage.
Discount brands wait.
Market leaders show up, speak clearly, and drive the conversation.
How to fix it:
Start showing thought leadership.
Say the thing no one else is willing to say.
Explain your process.
Share client results.
Have a point of view.
Leaders don’t ask for permission—they build demand.
4. You’re Not Controlling the Buyer Journey
If someone finds you randomly through Instagram or a referral and lands on your homepage with 10 different services listed, they don’t know what to do next.
And when there’s confusion, people default to comparing prices.
What to do instead:
Design a clear path for how people move from “I just found you” to “I want to work with you.”
That might include:
A landing page focused on one core offer
An email sequence that builds trust and urgency
A clear booking flow with pre-qualifying questions
Content that nurtures and educates along the way
The clearer the path, the easier it is to lead the conversation—and the less likely they are to price-shop.
So, How Do You Stop Competing on Price?
You shift from being available to being positioned.
You move from chasing leads to attracting the right ones.
You stop explaining why you’re worth the price—and start showing it with your brand, your message, and your content.
That’s what we help service businesses do every single day.
We build done-for-you content and ad systems that:
Position you as a category leader
Attract leads who are ready to pay for real outcomes
Filter out price shoppers before they ever get to your inbox
And consistently drive booked calls with the right clients
If you’re ready to stop justifying your prices—and start leading your market—
We’ll show you exactly how we’d shift your positioning, fix your content, and help you stand out without lowering your rates.
