Why market on price?

There’s no doubt that price is a factor in most buying decisions. However, price is not the only factor, and it doesn’t have to be the most important factor. Consider this:

If you want to command a higher fee, deliver extraordinary quality, convenience, service, and value. How to do that is a long conversation. How do your clients judge quality? What does convenience look like for your clients? How can you create additional value for your clients? And finally, how can you provide client service in a way that produces quality, convenience, and value? Answering those questions typically requires some digging, but it’s a worthwhile pursuit.

Here’s the deeper thought, though…

If you market (primarily or exclusively) on price, doesn’t that in effect concede that you don’t deliver extraordinary quality, convenience, service, or value?