No matter where they live—big cities, small towns, or anywhere in between—most customers are looking for just two things: safe, effective solutions to their problems and a sense of reliability and comfort in the businesses they deal with.

It’s long been assumed that customers always chase the lowest price. But in my experience—and in that of many successful business owners I know—that assumption doesn’t hold up. In fact, some of the best-performing businesses offer more than the lowest price: they offer value.

Value Over Price

I first discovered this during my years in the photography business, from 1976 to 1988—long before digital took over. I photographed portraits, weddings (nearly 500), and some commercial work. Like many entrepreneurs, I started out thinking I had to offer bargain prices to attract customers.

But I quickly learned that low pricing alone wasn’t sustainable—not if I wanted to deliver the high-quality service I believed in. I also discovered that bargain-hunters were often the most difficult to please. When you’re the cheapest option, some customers assume you’re inexperienced, and they may try to micromanage or second-guess your work.

After a few years, I raised my prices to a point just above the mid-range of photographers in the Garden City, Kansas area. That’s when things started to click. I stopped attracting the customers who only cared about price and started drawing those who appreciated my artistic style, reputation, and reliability. They trusted me to do the job right—and even the most nervous mothers-of-the-bride left me to my work.

If I had figured that out in year one or two, it would have saved me a lot of frustration. Competing solely on price is not only difficult—it’s often the wrong approach.

The Race to the Bottom

Unfortunately, many businesses fall into what I call “the race to the bottom”—slashing prices to compete with local rivals, big-box stores, or online giants. At the same time, they try to offer exceptional customer service. The problem? It’s nearly impossible to do both. The razor-thin margins from rock-bottom pricing simply don’t support the kind of service that builds loyalty.

Yes, there are always some customers—maybe 20% to 40%—who insist on paying the lowest price while expecting top-tier service. These “B” customers often demand more than what’s reasonable for what they’re willing to pay. They’re the most challenging to serve.

Then there are the “A” customers—those who understand that real value includes more than just price. These customers are looking for quality, honesty, insight, and follow-through. They want to feel safe and respected. And most importantly, they want to work with people who are genuinely invested in solving their problems.

What “A” Customers Really Want

As an “A” customer myself, I can tell you what we value. Whether we’re shopping for a gift, searching for a great meal, or replacing something in our home or business, we’re looking for a solution—and we want to feel comfortable and confident while we search.

We want to be treated with respect. We want business owners and employees to really listen and understand our needs. We want what was promised, and we love it when we get a little more than expected. Bonus points if the business helps us find a better solution than we originally had in mind.

Most of us are more than willing to pay a little extra for peace of mind, good service, and trustworthy people. Reliability—doing what you say you’ll do—is one of the surest ways to earn repeat business.

Final Thought

No business can serve every customer. And that’s okay. Focus on attracting the “A” customers—the ones who value your work, trust your word, and reward great service. In the end, these are the customers who will sustain your business and help it grow.