Why Shopping on Price Might Be the Most Expensive Mistake You Make

A few days ago, I got an enquiry in my inbox. Someone had found me online, read about what I do, and decided to reach out. They listed the services they needed – no context, just a checklist. I replied warmly, as I always do, suggesting we jump on a quick call so I could get a clearer picture of where they were at and how I could help. A short, no-pressure 30-minute conversation to explore options.

Their reply?

“Thanks – but how much do you charge?”

Now, I get it. We’re all busy. We want to know if something is “worth it” before we commit time. But here’s the thing:

If price is the first – and only – filter you use to make decisions, you’re very likely missing the most important part of the equation: value.

Let me explain with a personal story ...

The Bag That Taught Me a Lesson

A while back, I went shopping for a bag. I had a clear list of what I wanted:

• Had to fit my laptop

• Multiple compartments (I like to organise!)

• Zipped for security

• Stylish – though I wasn’t 100% sure what that looked like

• And yes, it had to be under $150

In the first shop, I found one that ticked the boxes. It was functional. Neat enough. Right on the top end of my budget. But I wasn’t in love. So I kept looking.

Then I walked into the next shop.

And there it was.

THE bag.

It wasn’t just functional. It was me. It was exactly what I’d been trying to describe but didn’t quite have the language for. Perfect fit. Gorgeous design. Ultra-organised interior. Smart and stylish. It made me feel instantly elevated just holding it. I knew before I even touched it that it didn't matter what it cost, I was having it. (OK, perhaps in those few steps as I headed towards it I'd capped it in my head at $500 before I'd have to start rationalising the purchase.

I flipped over the price tag: $250.

I came her to spend $150, but I wasn't going to let this baby go, so $250 it was!

That bag has brought me joy every day since. It’s started conversations, drawn compliments, and made me feel confident and put-together at every meeting and event.

Was it over my original budget? Yes.

Was it worth every dollar and more? Absolutely.

Back to That Email

The man who emailed me didn’t book the call. He wanted a number, not a conversation.

But here’s what he missed.

• He didn’t give me the chance to understand where he was at, what he actually needed, and where I could add the most value.

• He didn’t get the benefit of being shown what’s possible – what’s truly available to him if he works with the right partner.

• He might go with someone cheaper. He might tick his mental checklist. But what if he ends up with a service that’s “just okay”? That delivers the bare minimum? That misses the point entirely because no one asked the deeper questions?

All to save 30 minutes on a call.

What if those 30 minutes could have been the conversation that shifted everything?

That’s the real cost – the opportunity cost of shopping on price.

What Price Are You Really Paying?

When you choose based on price alone, you make decisions with half the information.

• You assume that all services are equal.

• That one person’s offer is just like another’s.

• That a website is a website, a strategy is a strategy, and a copywriter is just someone who… writes.

But those of us who do this for a living know: it’s never just about the deliverable.

• It’s about the strategy behind it,

• the experience wrapped around it, and

• the ripple effect it has on your business – and life.

So next time you’re tempted to ask “how much?” before anything else, pause and ask yourself this:

“Do I want the bag that simply holds my laptop?

Or do I want the one that carries my whole energy and opens doors wherever I go?”

In business, the wrong choice isn’t just a matter of taste.

It can be the most expensive decision you ever make.

Choose value. Always.