There’s an interesting phenomenon I’ve observed in businesses frequently over the years that I was reminded of over the past weekend.

It was beautiful weather in my part of the world, and I felt like taking a drive to this little waterfront seafood place located in a more secluded part of town. It’s a lovely area near a public park with a view of the bridge where you can sit outside and watch the boats go by.

Checking out the menu and not remembering if it was the cod or the halibut that was the bit more tender and flaky fish, I asked the server for her advice.

And instead of answering my question, she immediately pointed me to the halibut as being cheaper.

You see the problem, right? She answered a question I didn’t ask.

I didn’t ask what cost less. I wanted what I was looking for regarding flavor, texture and eating experience.

So her answer was irrelevant and didn’t help me in the least. It certainly didn’t help her employer.

It makes me wonder how many people are jumping to conclusions like this server (based on her own life circumstances most likely) without any indication whatsoever that a client is looking for cheap. I certainly see it a lot in our own industry.

If you are doing this, not only are you not really listening and paying attention to clients and instead presupposing what’s most important to them, you are shooting yourself in the foot when it comes to earning well.

Don’t assume that cheap is the first and only thing that clients care about. Write your marketing message to attract those who are more interested in the experience of working with you, how you can help them grow and move forward and how much better and easier you can make their business and their life (and weed out those who are only looking for cheap).

That’s where your value is.