When you are selling non-commodity items like software, consulting, or services, let me break it to you, price is not the game. Value is.
Most people think customers are walking calculators: “show me the price, I’ll decide.” The truth? Less than 10% of buyers actually make decisions purely based on price. The rest are asking themselves: “What problem is this solving? How will my life improve?”
Have you ever noticed that brand-new cars or the most expensive models never display their prices on the window? Why? Because if you’re looking at that shiny Range Rover, the dealer doesn’t want you to focus on numbers they want you to imagine yourself cruising around Borrowdale Brooke, sunglasses on, arm out the window, radio blasting Jah Prayzah.
Meanwhile, down the road, the second-hand car dealers have huge cardboard signs: “Toyota Wish $3,500 negotiable.” Why? Because at that level, value is assumed to be in price alone. There’s no leather smell, no Bluetooth dashboard, no prestige. The conversation shifts from value to “Can I knock off $200 for school fees?”
Even in real life, outside the showroom think about lobola (bride price). If the negotiations are reduced to something like $50 and two chickens, don’t just celebrate pause and ask yourself: “What value am I actually buying here?”
On the other hand, when uncles are throwing numbers around that make you sweat more than a job interview, it’s not just about cows and cash. It’s about perceived value: education, family reputation, beauty, character, and of course, the future potential.
The fun part? The groom will pay not because he loves numbers but because he believes the value is there.
When you’re selling software, training, or consultancy, don’t be like the guy in Mbare with a loudhailer shouting: “ERP system, $10 only, come get it!”
If you sell on price, you’ll always find someone cheaper. But if you build value show how your solution saves $200k in lost stock, cuts payroll errors, or grows sales by 30% suddenly, price becomes a footnote in the story.
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Price is only discussed when value is unclear.
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Expensive things don’t show price upfront because they lead with prestige and impact.
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Even in lobola, price reflects value (don’t argue with the aunties!).
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Build value so strong that by the time you mention the price, it feels like a discount.
Moral of the story? Whether you’re buying a wife, a whip, or a website focus on value first, price later
By The Chartered Vendor
