Buyers Don't Care

Buyers Don't CareNovember 14, 2022

Buyers Don’t Care

Buyers don’t care where the ingredients for their meal were sourced if the dish tastes lousy.

The buyer of a hammer doesn’t care how much it costs to make that hammer. All they care about is whether the hammer can drive nails.

The buyer of accounting services cares much less, if at all, about where their accountant went to school. What they care about is the value they receive from the advice and expertise of their accountant.

The buyer of IT services doesn’t care how much an IT services provider knows if they can’t understand what they’re being told.

The small and medium-sized business buyer of consulting services doesn’t care about the consultant’s past “big firm” engagements with major corporate clients. What they care about is the value of the changes for the better they’ll realize in their business from the work of that consultant.

Buyers don’t care about inputs. Buyers care about the value of outcomes they receive.


Image created using Craiyon (Formerly DALL-E Mini)

(This blog post was also posted on LinkedIn.)

©Ray Business Advisors, LLC and John Ray


About me: I help solo or small professional services firm owners with the confidence and positioning necessary to improve their pricing and change the trajectory of not only their business but their life.

I have a podcast called The Price and Value Journey, which features interviews with industry leaders and audio versions of my blog posts. You can find the podcast on your favorite podcast app.

I also have a book coming out in 2023:  The Price and Value Journey: Raise Your Confidence, Your Value, and Your Prices to Grow Your Business Using The Generosity Mindset.

For more information, go to

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