Why Customers Can't See the Value You're Delivering

Hey, commercial refrigeration. That sounds fun. >> Greatest businesses, man. >> Really? Commercial fridge? Yeah, I mean, there's probably like 10 of them and they can charge whatever they want. Yeah. Sounds interesting. My heck, what's up? >> Hey Alex. >> Hi. What's revenue? What's holding you back? How can we help? >> Austin, revenue is about a million. Um

gross margin is around 40%. >> Nice. Oh, gross. Gross. Yeah, okay. Okay. So 250? 250 net? >> 250 net. >> Okay, got it. 40% gross margins, got it. Um all right, commercial refrigeration. Uh um Got it. Okay, so what's what's holding you back? >> Um I think it's pricing. Um I I think I

said in the context text like uh qualified leads, sales team, and pricing, but since we're talking money models right now, let's go with pricing. Um I sell a commodity. It's a $100,000 per ticket commodity, but um it is in a in the end like hard to differentiate like the value of a you know, $50,000 walk-in cooler versus

a $100,000 walk-in cooler, right? And that's kind of I think where I'm struggling cuz I used I was at this uh workshop and it gave me some good advice about >> Yeah. >> the selling bonuses which I >> Yeah. >> Yeah. Um got two new clients out of that. So >> I tried to work on the referral bonus,

got a $100,000 client and a $50,000 client. >> So you ROI'd the uh the day. Fantastic. >> I did. I did. And then the challenge was um that the client, one of the clients that I did pick up from that is really price sensitive. So someone comes along with like um you know, an offer that's $5,000 less

than ours and they'll go with that instead of ours even though we can provide >> Yeah. >> I would perceive as more value because we actually have stronger communication, which is very rare in the construction industry. >> Yeah, heard. Can I Can I cut you off cuz I cuz I I I want to help you out uh cuz I'm pretty