Hi ,

A consultant I used to mentor once told me,

“I think I need to lower my rates to stay competitive.”

He had just lost a deal to someone charging half his price.

So I asked him:

“How often do your actual clients complain about your rates?”

“Never.”

“Then maybe the problem isn’t your price.

Maybe it’s that you haven’t made your value obvious enough.”

The biggest mistake I see solo consultants make?

Thinking they need to be cheaper to compete.

You don’t.

You just need to stop sounding like everyone else.

If your pitch, process, and promise feel generic…

You’ll always get price-shopped.

Because clients can’t tell the difference—so they default to cost.

But if what you offer feels:

• Easier
• Faster
• Safer
• Smarter

…you stop being a commodity.

You become the obvious choice.

Here’s how you escape the pricing war:

• Anchor your offer to outcomes, not hours
• Emphasize how you deliver, not just what
• Use social proof to show real results (not just logos)
• Own your angle—ease, speed, risk reduction, or lean pricing (remember those?)

Positioning beats pricing. Every time.

So yes, you can outprice your competitors.

But not by being cheaper.

By being clearer about what makes you worth it.

And that, my friend, wraps up this series.

If you missed any emails—or want to revisit one—you can find them all HERE.

Hope it sparked something.

You’ve got everything you need to stand out.

Now go build your edge.

Relentlessly dedicated to your profitability,

Dr. Kayvon K

Simplifier & Profit Finder

Let's connect: LinkedIn

Meeting: TalkToKayvon.com

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