One of the more difficult things about marketing and closing leads is being able to articulate and make the customer understand your value proposition. I find this difficult sometimes since there are so many “web designers/developers” with prices all over the board. The customer, most of the time, doesn’t understand or know anything beyond the visuals of the website. There is so much more than that.
It frustrates me when I lose out on a project to someone “cheaper” because I know without a doubt, that person does not produce the same quality product my team can. Not even close. And these customers, they don’t know any better. They’re looking at the price, and can’t quantify the value that makes up the price difference, often times because you have to try and educate them on what you do, educate them on what drives their website, explain why it’s important, why you’re different and why your price is higher. It’s like popping the hood of a car and explaining to the potential buyer why all of the nuts, bolts and wires are important when all that potential buyer knows and cares about is the exterior styling (and cost). What makes it even more frustrating is when that potential customer has already told you they’ve been ripped off in the past, and then end up hiring another cheap, one man shop.