I don’t know many service providers pursuing customers who predominantly make buying decisions based on price. In fact, every service provider I know explicitly says they prefer not to attract those customers. They want to be the Nordstrom of their industry. Offer premium service, and collect premium dollars. And I get that.

And yet, their messaging to their employees is about providing value to the customers. Nordstrom doesn’t talk value. Walmart does. Walmart customers do make their decisions largely on price.

Today, we will talk about that disconnect.

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