When it comes to pricing, many business owners look sideways instead of inward. One of the most common traps entrepreneurs fall into is setting their prices to match their competitors. It might feel like a safe move — but is it the right one for you?
Pricing Parity: What Are You Really Saying?
Pricing your products or services the same as your competitors sends an unintended message: that what you offer holds the same value. This turns your offer into a commodity — indistinguishable, interchangeable, and forgettable.
But here’s the truth: you’re not a mirror image of your competitor.
Your values, your experience, your service, your client relationships — they are unique. And so is the value you deliver.
The Problem with Copycat Pricing
Matching a competitor’s price assumes:
- You offer the same value. But your process, quality, expertise, and customer experience may be entirely different.
- Their pricing strategy is sound. But you don’t know their costs, margins, or goals. What works for them may not be viable — or even profitable — for you.
- Their business strategy aligns with yours. Perhaps they’re going for high volume, while you offer a boutique, high-touch experience. Pricing should support your strategy, not theirs.
Own Your Pricing — Based on the Value You Deliver
Instead of mirroring your competitor, consider pricing based on the unique outcomes, transformation, or value you bring to your clients. This is the heart of value-based pricing — and it starts by:
- Understanding what matters most to your clients.
- Identifying the tangible and intangible benefits they receive.
- Building confidence in the results you help them achieve.
When you price from a place of confidence and clarity, you don’t compete — you stand apart.
Ready to Step Out of the Mirror?
If you’re ready to explore pricing that reflects your unique strengths and aligns with your business values, I’d love to chat.
