Ever bought a bottle of water? You can find it for 50 cents at the supermarket. That same bottle might cost you $2 at the convenience store, $5 at a stadium, and a significant $10 or more at an airport. Same product. Same size. The only real difference? The location.
This simple example reveals a powerful truth about perceived value – how much someone is truly willing to invest isn’t just about what you offer, but fundamentally about where and how you offer it.
The Psychology Behind Pricing: More Than Just the Numbers
Many of us tend to focus purely on competitor pricing or what we think the market will bear. But behavioral science shows us that people’s willingness to pay is profoundly influenced by context and how we “anchor” their expectations.
Consider Serendipity 3, a New York restaurant famous for selling a grilled cheese sandwich for a staggering $214. It’s not about the ingredients alone. It’s the experience, the exclusivity, the story woven around it that creates a perception of value far beyond the cheese and bread.
In our world of window treatments, your expertise is precisely like that gourmet grilled cheese. It’s not just about the blinds or shades you install. It’s the custom design tailored to a home, the precision installation that ensures longevity, the energy savings, and how your thoughtful work truly transforms a space. This includes everything from how quickly you answer the phone to the skill of your installers on-site.
Yet, I’ve seen so many talented professionals—myself included, in my early days—unconsciously limit their potential earnings. We anchor our rates to perceived market limits, forgetting that by strategically shifting the “location” of our brand—our client base, our marketing approach, our service level—we can redefine the anchor on what our work is truly worth. Truth is, I was scared. But I did it anyway. And it changed everything.
Why Your “Location” and Positioning Matter More Than You Think
If you’re feeling like your expertise isn’t fully appreciated or you keep facing price resistance, it’s time to rethink your business “location.” And no, I’m not talking about your physical address — I mean your strategic, psychological, and market positioning.
Curious how to shift that and start commanding the value you deserve? I share several eye-opening examples and actionable tips in my latest podcast episode, No Strings Attached.
- Are you actively seeking out clients who genuinely value craftsmanship and are willing to invest in it?
- Do you clearly articulate your unique value proposition, so customers anchor their expectations to your expertise, rather than viewing your service as a mere commodity?
- Is your overall brand experience as premium and meticulous as the quality of your work? Think about the entire journey: from that first phone call being answered promptly to the seamless service after the sale.
If you’re honest with yourself and the answer to any of these is “not quite,” then perhaps you’re operating in the “supermarket pricing” zone when your exceptional work truly belongs in the “airport lounge” or “stadium VIP box” category.
Now, let me be clear: being the most affordable option? That’s a legitimate and often profitable business model. There’s nothing wrong with serving that market, if that’s your chosen path. But if that’s your game, your entire message, your marketing, your operations — everything — must be laser-focused on delivering the best value at the lowest price. It’s a different beast, a different strategy entirely. This conversation right now? This is for the ones who know their work is premium, and want their pricing to reflect that level of quality and expertise.
Recalculating… Shifting Your Value Perception
This isn’t about tricking anyone; it’s about aligning your value with your pricing through intentional strategy.
- Craft the Experience and Tell the Story: Your window treatments are more than just functional coverings. They are design statements, energy solutions, and investments in comfort and style. Share the story behind your work, the transformations you create.
- Use Anchoring to Your Advantage: Instead of leading with your most basic offering, consider presenting premium packages or custom options first. By setting a higher price anchor initially, your standard offerings will naturally appear more valuable and accessible.
- Know Your Audience, Find Your Tribe: Focus your marketing efforts on clients who are seeking quality and understand long-term value, rather than just the lowest upfront cost. Not every client is your client, and that’s okay.
- Elevate Your Brand: Professionalism in every interaction—from that initial phone inquiry being handled efficiently, to having top-notch, highly trained installers who respect the client’s home, to a commitment to promptly returning for any service calls if a need arises. These elements, combined with clear guarantees and strategic partnerships, all signal a higher level of value. They justify premium pricing because they demonstrate a genuine commitment to excellence, start to finish.
Just like that humble bottle of water can command vastly different prices depending on its context, your specialized window covering expertise earns different value depending on where and how you position yourself in the market.
If you sense people are undervaluing your work, it’s rarely a reflection of your skill. Often, it’s a gut check. It’s a clear signal that it might be time to move to a new “location” in the market where your true value can be fully seen, deeply appreciated, and compensated accordingly.
Remember this: You’re not just selling window coverings or installing blinds. You are offering a transformative experience that enhances homes and lives. Position yourself with that understanding—and watch how both value and pricing naturally follow.
Roger Magalhaes
Founder of Shades In Place & Trading Up Consulting