Cater+Event Schedule 2027

There will always be someone cheaper. The question is, why do clients sometimes choose them, and other times choose you at a higher price? The difference isn't the price. It's how clearly they see your value. In this session, Alan Berg, CSP, Global Speaking Fellow, will show you why "you're too expensive" usually means "I don't see enough difference," and how to position your services so clients feel confident choosing you without defaulting to price. You'll learn how to make your value obvious earlier in the conversation, reduce price shopping, and respond when clients bring up lower-priced competitors.