Seth Godin likes to use what might be the single most useful phrase in sales: “you’ll pay a lot but you’ll get more than you paid for.”

If you can deliver on this promise, the power is almost limitless.

Maintaining low prices is one way to win market share, but unless you have the scale of Walmart or Home Depot, it’s often a losing battle.

So we’re forced to be a bit more creative and find ways to provide superior value rather than simply low prices.

If you can promise that you’ll deliver extraordinary value and keep that promise, people will keep coming back.

-Brandon