Why Do Customers Think You’re Too Expensive?
with Shawna Suckow — Consumer Behavior Expert & Small Business Marketing Strategist
Released Monday, July 27, 2026
Hearing, “You’re too expensive,” is enough to make any business owner question their pricing. Sometimes that’s exactly where the problem is. Most of the time, it isn’t. In this episode, Shawna walks through the five reasons customers push back on price and why only one of them has anything to do with the actual number on your quote. She explains how your branding, messaging, perceived value, and, most importantly, trust all shape what customers think your business is worth before they ever ask for a proposal. If you’ve been wondering whether you need to lower your prices or simply tell your story better, this episode will help you figure out which one it is.
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In This Episode
Key Topics Discussed
Maybe It Really Is Your Pricing
- Secret shop comparable competitors
- Know your lane: premium vs. value
- Use data before changing numbers
- Markets and competitors change
Your Brand and Messaging
- Does your brand match your price point?
- Generic messaging blurs you into the competition
- Customers decide value before they contact you
- Your website sets expectations
Perceived Value and Trust
- Customers compare what they understand, not what you deliver
- Real beats polished every time
- Video testimonials outperform anonymous quotes
- Trust is a small business superpower
Finding Your Exact Right Customer
- Not every objection means lower your price
- Some customers will never be your customer
- The right fit doesn’t just compare price
- Attract buyers who get your value
Key Takeaways
The Bottom Line
- Don’t reach for the discount button first. Secret shop comparable competitors and look at your branding, messaging, and trust before cutting prices.
- Your messaging sets your price. If your website sounds like everyone else’s, customers have no reason to believe you’re worth more.
- Customers decide value before they buy. They’re making the judgment before they ever ask for a quote — based on what they see and feel about your business.
- Trust is your unfair advantage. Real, human, slightly imperfect marketing builds more trust than polished stock photos and corporate copy.
- Some objections aren’t about price at all. “Too expensive” often means “I don’t understand your value yet.” Those are two different problems.
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