How to Stop Competing on Price and Start Standing Out for Your True Value

Many business owners feel pressure to drop their prices just to win clients.
But the truth is, lowering your price rarely builds the kind of business (or life) you really want.

In this final episode of The Brilliant Book Festival, I’m joined by David Gómez, pricing expert and author of Stop Competing on Price, as well as our brand new co-authored book, Connect. Lead. Succeed, who shares how entrepreneurs can stop competing on price and start standing out for all the right reasons.

David has spent more than 15 years helping small businesses strengthen their pricing and profitability by focusing on differentiation, perceived value, and human connection.

He explains why your ability to charge fairly for your work isn’t about being the cheapest — it’s about being clear, confident and meaningfully different.

If you’ve ever found yourself second-guessing your prices or wondering how to communicate your worth without discounting, this conversation will open your eyes to what really creates value in your clients’ minds.

WHAT YOU'LL LEARN IN THIS EPISODE

• Why competing on price keeps your business stuck — and what to do instead
• The three questions that uncover your true differentiators
• How to find what makes you remarkable (even when it feels like everyone’s the same)
• Simple ways to add value that make price irrelevant
• How to use connection and clarity to build trust — and win clients who pay what you’re worth

...and much more!

 

🎧  Prefer to Listen?

Visit: www.melittacampbell.com/podcast

Or subscribe to the 'Art of Value Whispering Podcast' on Apple Podcasts or Spotify.

📍 TIMESTAMPS

00:00 – Introduction
Welcoming David Gómez to the show — co-author of Connect. Lead. Succeed. — and setting up the discussion on pricing, differentiation, and profitability.

02:10 – David’s background and mission
From corporate sales to championing small business owners — why he helps entrepreneurs defend their value and stop lowering their prices.

06:00 – The real problem isn’t price — it’s clarity of value
Why customers question your price when they don’t understand what makes you different

08:40 – The three questions that reveal your difference
David’s “Differentiation Trinity”: Why you? Who cares? How will they know? — and how to use it to justify your pricing.

12:30 – Finding what makes you remarkable
Why your uniqueness isn’t in the product — and how to discover it through your customers’ eyes.

16:00 – The power of small details
How tiny, thoughtful touches create loyalty, make price irrelevant, and turn clients into advocates.

21:30 – Customer experience vs. customer service
Why “acupuncture moments” — small, strategic improvements — matter more than big, costly overhauls.

25:10 – How to set the right price
Moving beyond cost-plus formulas — pricing based on perceived value, comparison, and differentiation.

30:00 – The rise of value-driven competition
How the market has evolved in the past decade — and why clear communication now beats clever marketing.

34:40 – AI, evolution, and the human touch
How technology opens new opportunities — but genuine connection will always be the true differentiator.

37:50 – The truth about discounts
When it’s okay to discount — and why you should always link it to something (referrals, volume, or case studies).

41:00 – Smart alternatives to discounting
Creating tiered offers or “good–better–best” options to serve more clients without reducing your value.

43:00 – Final thoughts and where to find David
Why small businesses have the biggest opportunity to lead through connection — plus where to learn more about David’s work.

 

🤖  MEET VALORA - YOUR AI BUSINESS COACH

Turn your insights from this episode into practical actions you can take this week to pause, trust yourself, and take the next step towards building a business that feels true and sustainable.

 

Go to ➡️ https://connect.melittacampbell.com/book-festival

 

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