The Price-Comparer: The Customer Who Drains Your Time and Profit
If you’re a small business owner, entrepreneur, or side-hustler, you’ve definitely met this customer.
And if you haven’t—trust me—you will.
They seem harmless at first, but they can quietly destroy your confidence, slow your momentum, and dilute your profits.
I call them “The Price Comparer.”
And if you meet one? Run.
It Always Starts Innocently
At first, they look like a dream customer:
- They show interest.
- They ask questions.
- They request samples, photos, videos, and explanations.
- They respond quickly and act engaged.
And because you care about your craft, you give them everything:
You reply fast.
You explain in detail.
You get excited—finally, someone who gets the value of your product.
Then it happens.
They ask: “How much is it?”
You confidently give the price… and that’s when everything shifts.
The Downhill Moment: “But Why Is It Cheaper Somewhere Else?”
The dreaded line drops:
“Eh, but how come so-and-so sells it cheaper?”
Pause right there.
This is your red flag.
This customer is not comparing products—they’re comparing prices.
They are not valuing your:
- craftsmanship
- quality
- expertise
- authenticity
- time
- brand
All they want is the lowest number possible.
A customer like this doesn’t just waste your time—they drain your energy and make you question your worth.
The Trap That Can Hurt Your Confidence
If you’re not careful, you’ll start explaining.
You’ll start negotiating.
You’ll start doubting your own pricing structure.
Maybe I should lower it?
Maybe I should match the competitor?
Maybe mine really is too expensive?
And after all the back-and-forth?
They say the final blow:
“Okay… let me check a few more places first. I’ll come back.”
Spoiler:
They never come back.
But they do take 20–30 minutes of your day, your mood, and your focus—time that could’ve gone to a real customer.
Why These Customers Are Dangerous for Small Business Owners
These interactions do more damage than you think:
- They make you question your quality.
- They chip away at your confidence.
- They push you toward price-cutting.
- They drain your creative and emotional energy.
And here’s the truth:
In today’s market, there’s a cheap knockoff version of almost everything.
That doesn’t mean your original, well-crafted work should be priced like a counterfeit.
What You Should Do Instead
When someone asks:
“Why is it more expensive than so-and-so?”
Here’s your strategy:
✔️
Stand firm
You know your worth. You know your product. You know the value it brings.
✔️
Avoid over-explaining
Quality doesn’t need paragraphs of justification.
✔️
Let them walk
You’re not losing a sale—you’re protecting your brand.
✔️
Focus on value-driven customers
Your real customers—those who appreciate quality—will never argue with your price.
Not Everyone Is Your Customer (And That’s Okay)
As a small business owner, especially in tough economic times, it’s tempting to chase every inquiry.
But not every inquiry deserves:
- your time
- your expertise
- your emotional energy
Protect your brand.
Protect your confidence.
Protect your time.
The right customers—the ones who respect your work, your effort, and your pricing—are out there.
And when they come, you’ll know the difference immediately.
Unlock your true potential 