Do you keep hearing, "You're too expensive?"

Ouch.

I know it's tempting to start chopping prices, throwing in freebies, or convincing yourself you need to "be more competitive." I'd rather chew glass.

Sometimes your prices really are too high. But if you keep hearing that objection, chances are there's something else going on.

In this episode, I walk through the five biggest reasons customers think you're too expensive. We talk about your branding, your messaging, the value customers see (or don't), and the one thing that's become more important than ever: trust.

If you're struggling with:

▶️ Hearing "you're too expensive" more than you'd like

▶️ Losing customers to cheaper competitors

▶️ Attracting people who only care about price

▶️ Wondering why customers don't seem to "get" what makes you different

...this episode is for you.

You'll learn:

• Why lowering your prices is usually the last thing I'd do
• How your branding may be working against you
• Why your website and messaging set expectations before you ever have a conversation
• How to figure out whether customers really see your value
• Why trust has become a small business's unfair advantage

Shawna shares examples including:

✅ Secret shopping your competitors

✅ Asking prospects the right follow-up questions

✅ Using focus groups to uncover blind spots

✅ Collecting video testimonials that customers actually believe

✅ Making your website work harder for you

Who This Episode Is For

Business owners who are tired of competing on price and want customers choosing them because they're the right fit, not the cheapest option.

Final Takeaway

Not every customer who says you're too expensive is telling you your prices are wrong. Sometimes they're telling you they don't understand your value yet. Those are two very different problems, and only one of them gets fixed with a discount.

Episode Page + Full Transcript

https://www.thebuyerinsider.com/podcast/episode-25

Timestamps

00:00 Why Customers Think You're Too Expensive

01:08 Maybe It Really Is Your Pricing

03:15 When Your Brand Doesn't Match Your Price

07:10 What Your Messaging Is Really Saying

10:20 Do Customers See Enough Value?

13:45 The Biggest Issue: Trust

18:30 Your Small Business Superpower

22:05 Finding Your Exact Right Customer

Connect With Shawna

🌐 https://www.thebuyerinsider.com

📬 https://www.thebuyerinsider.com/newsletter

📚 https://www.thebuyerinsider.com/vault

▶️ https://www.youtube.com/@ShawnaSuckow

If you haven't wandered through the Vault yet, go take a look. There are free assessments, worksheets, and other goodies in there that might save you a little time, a little money, and maybe a headache or two.

#SmallBusinessMarketing #PricingStrategy #CustomerTrust #SmallBusinessOwner #Entrepreneur #BuyerBehavior

Every time I speak at a conference, someone quietly admits they know they should be doing more video, but they hate being on camera. If that's you, this episode is for you. I'm sharing ten practical ways introverts can get comfortable with video without pretending to be louder, funnier, or more outgoing than they really are. We'll talk about why teaching works better than performing, why stories beat sales pitches, why perfection actually hurts trust, and how confidence comes from doing it, not waiting until you feel ready.

In this episode, I'm sharing ten practical ways introverts can finally get comfortable creating videos without pretending to be someone they're not. We'll talk about why you don't need to be entertaining, why stories connect better than sales pitches, how to stop obsessing over perfection, and why your customers care a whole lot less about your hair than you think they do.

If you've been putting off video because you're waiting until you feel confident, I hope this episode changes your perspective.

If you're struggling with...

✅Feeling awkward on camera

✅Overthinking every video you record

✅Thinking you need to be entertaining

✅Waiting until you feel "ready"

You'll learn...

• Why introverts can actually have an advantage on video
• How to make your customer the hero instead of yourself
• Why bullet points work better than scripts
• How to build confidence through repetition
• Why authenticity creates more trust than perfection

Shawna shares examples including...

✅Recording videos while rushing through airports

✅Why some of her least polished videos performed the best

✅How she batches content when her energy is highest

✅Why she'd "rather chew glass" than public speaking...at least when she started

Who This Episode Is For

Small business owners, consultants, speakers, coaches, and service professionals who know they should be using video but keep putting it off because they don't feel comfortable on camera.

Final Takeaway

Confidence doesn't arrive before you start. It grows every time you press Record. The sooner you stop trying to perform and start trying to help, the easier video becomes.

Episode Page: https://www.thebuyerinsider.com/podcast

Timestamps

00:00 Why Video Feels So Hard

01:02 You Don't Have to Entertain

03:00 Tell Stories Instead

05:08 Make Your Customer the Hero

07:23 Record When Your Battery Is Full

09:12 Bullet Points Beat Scripts

11:00 Stop Chasing Perfect

15:08 Batch Your Videos

17:20 Lean Into Your Introvert Strengths

19:18 Stop Trying to Be "On"

21:45 Confidence Comes From Repetition

25:20 The Buyer Insider Vault

Connect With Shawna

https://www.thebuyerinsider.com

https://www.thebuyerinsider.com/vault

https://www.youtube.com/@ShawnaSuckow

#smallbusiness #videomarketing #introvert #entrepreneur #marketing

If you found this episode helpful, please like, subscribe, and share it with another business owner who needs to hear it. 😊😊😊

Don't forget to check out The Vault, Shawna's free resource library for small business owners.

Everybody's talking about AI right now. Some people think it's going to solve every problem in manufacturing. Others think it's going to replace everybody's job. I don't buy either argument. That's why I invited manufacturing expert and Smart Plant author Lisa Ryan onto the show. We talked about where AI genuinely helps, where it falls flat, and why the biggest risk may not be the technology at all. It may be the knowledge that's quietly walking out the door every time an experienced employee retires. We also had a lot of fun talking about actual salt mines, a Murder Board for ideas (love this!), and how leaders can avoid making short-term decisions that create long-term headaches.

If you're struggling with:

deciding where AI belongs in your business

preparing for a wave of retirements

capturing institutional knowledge

making smart automation decisions

balancing technology with people

leading through change

...this episode is for you.

### You'll learn:

✔ Why AI is an incredible tool, but still needs human judgment.

✔ What manufacturers lose when experienced employees leave without sharing what they know.

✔ Why dashboards don't always tell the whole story.

✔ How small leadership decisions can create expensive problems years later.

✔ One practical thing every CEO should start doing this week.

### Shawna and Lisa discuss:

AI in manufacturing

automation

workforce shortages

succession planning

leadership

knowledge transfer

employee retention

the future of manufacturing

### Who This Episode Is For

Manufacturing leaders. Plant managers. Business owners. Operations teams. And honestly, anyone who's trying to figure out how AI fits into their business without assuming technology has all the answers.

### Final Takeaway AI is going to keep getting better. So will automation. The companies that come out ahead won't be the ones that replace people the fastest. They'll be the ones that figure out how technology and experienced employees make each other better.

**Episode Resources: https://www.thebuyerinsider.com/podcast/episode-23

### CONNECT WITH SHAWNA

Subscribe: https://www.youtube.com/@ShawnaSuckow

Visit: https://www.thebuyerinsider.com

Free Resources for Small Businesses:

Get Shawna's Small Business Marketing Non-Snoozeletter and free resources at https://www.thebuyerinsider.com/vault

#Manufacturing #ArtificialIntelligence #Leadership #Automation #ManufacturingLeadership #EmployeeRetention #KnowledgeTransfer #SmallBusiness #FutureOfWork #BusinessGrowth If you found this conversation helpful, subscribe, leave a review, and share it with someone who's trying to make smart decisions about AI.

Have you looked at your website lately... really looked at it? Not as the business owner who already knows where everything is, but as someone who's seeing it for the first time. If it's been a while, you might be surprised by what's helping you and what's quietly driving customers away. In this episode of Underestimated, Shawna Suckow walks through eight simple updates that can make your website work a whole lot harder, from writing a stronger homepage headline to making it ridiculously easy for customers to contact you. She also shares why real stories, real people, and conversational writing are becoming more important than ever. Before you spend money on a website redesign, start here.

If you're a small business owner struggling with:

• a website that isn't generating enough leads

• low website conversions

• standing out from competitors

• outdated website messaging

• building trust online

• improving your website without a complete redesign

You'll learn:

✔ How to write a stronger hero headline

✔ Why customers care more about outcomes than services

✔ What belongs directly below your hero section

✔ How storytelling builds credibility faster than a list of accomplishments

✔ Why video creates trust faster than text alone

✔ The easiest way to improve your contact page

✔ Why your About Us page matters more than ever

✔ How GEO and AI search are changing website content

✔ Why conversational writing helps both customers and AI understand your business

Shawna shares examples for:

• Handymen

• CPAs

• Credit unions

• Home service businesses

• Professional speakers

• Any small business that depends on trust

Who This Episode Is For

This episode is for small business owners who know their website could be working harder. Whether it's been six months or six years since you really looked at it, you'll walk away with practical ideas you can start improving one page at a time.

Final Takeaway

You don't need a brand-new website to get better results. Often, small changes to your messaging, structure, and customer experience make a much bigger difference than an expensive redesign.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-22

CONNECT WITH SHAWNA

Subscribe: https://www.youtube.com/@ShawnaSuckow

Visit: https://www.thebuyerinsider.com

Newsletter: https://www.thebuyerinsider.com/newsletter

Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault

#SmallBusinessMarketing #WebsiteMarketing #SmallBusinessWebsite #CustomerTrust #WebsiteDesign #GEO #SEO #MarketingTips #BusinessGrowth #Entrepreneur

If you found this episode helpful, please subscribe, leave a review, and share it with another small business owner.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources at www.thebuyerinsider.com/vault.

Do your holiday promotions look exactly like everyone else's? If every holiday means another stock graphic and another predictable sale, your customers probably aren't giving it a second glance. In this episode of Underestimated, Shawna Suckow shares some of her favorite ways to use both traditional holidays and wonderfully weird national holidays to get customers talking, laughing, participating, and remembering your business. You'll hear practical ideas you can steal, simple ways to involve your customers without spending much money, and why participation almost always beats another discount. If you're looking for inexpensive marketing ideas that actually help your small business stand out, this episode is packed with them.

If you're a small business owner struggling with:

• holiday promotions that feel repetitive

• low engagement on social media

• standing out against larger competitors

• relying too much on discounts

• finding inexpensive marketing ideas

• keeping customers engaged throughout the year

You'll learn:

✔ Why unusual holidays often outperform major holidays

✔ How to create promotions customers actually participate in

✔ Ways to encourage user-generated content

✔ How collaborations with other local businesses expand your reach

✔ Why memorable marketing builds stronger customer relationships

✔ How AI can help brainstorm creative holiday campaigns

This episode also explores:

• customer engagement

• social media marketing

• community partnerships

• local business promotion

• publicity opportunities

• creative content ideas

• affordable marketing strategies

Who This Episode Is For

This episode is for small business owners, entrepreneurs, marketers, retailers, service businesses, and anyone looking for inexpensive ways to stay visible and memorable throughout the year.

Final Takeaway

Customers remember businesses that give them something fun to participate in. You don't have to wait for Christmas or Black Friday to create meaningful engagement. Sometimes the smallest, strangest holidays become the biggest marketing opportunities.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-21

Timestamps

00:00 Thank You to Listeners 01:15 Why Holiday Marketing Matters 03:20 Skip the Predictable Promotions 06:30 Creative Fourth of July Ideas 10:05 Weird Holidays That Spark Engagement 14:15 National Dog Month Marketing 18:30 Participation Beats Promotion 22:10 Create Your Own Holiday 25:10 Using Holiday Marketing for PR 28:15 Local Collaborations That Grow Your Audience 31:05 Final Holiday Marketing Challenge

CONNECT WITH SHAWNA

Subscribe: https://www.youtube.com/@ShawnaSuckow

Visit: https://www.thebuyerinsider.com

Newsletter: https://www.thebuyerinsider.com/newsletter

Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault

If you enjoyed this episode, please like, subscribe, and leave a review. It helps more small business owners discover Underestimated.

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and download free marketing resources at www.thebuyerinsider.com/vault.

How do you build customer loyalty so strong that customers stay with you even when larger competitors show up with lower prices?

In this episode of Underestimated, Shawna Suckow sits down with Sandy Hendrick, Marketing Manager at HTC, an Internet Service Provider in Conway, SC, to talk about what it takes to stay community-focused while growing a business. Sandy shares how HTC competes against national brands like Google Fiber, Verizon, and more, without racing to the bottom on price; why authentic local connections create lasting loyalty; and how simple community partnerships can generate trust, visibility, and customer retention. If you're looking for ways to stand out without a massive marketing budget, this conversation is packed with practical ideas.

If you're a small business owner struggling with:

• Competing against larger competitors
• Customers who only care about price
• Building customer loyalty
• Standing out in a crowded market
• Limited marketing budgets
• Creating meaningful community connections
• Keeping your brand human as you grow

You'll learn:

• Why competing on price creates the wrong kind of customer
• How community involvement builds long-term loyalty
• The difference between visibility and connection
• Why consistency beats perfection
• Simple event ideas that create big results
• How growing businesses can stay true to their identity

Shawna and Sandy discuss real examples including:

• Business member spotlights
• Community partnerships
• Local event activations
• Customer loyalty strategies
• Social media engagement tactics
• HTC's "out-of-the-blue" events
• The Real Kids community program

Who This Episode Is For

This episode is for small business owners, entrepreneurs, marketers, and business leaders who want to create loyal customers, stronger community connections, and a sustainable competitive advantage that isn't based on being the cheapest option.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-20

Timestamps

00:00 Introduction

01:42 Meet Sandy Hendrick

05:18 Biggest marketing mistakes

12:37 Building stronger partnerships

18:55 AI and the future of marketing

28:14 Key takeaways

34:40 Final advice

CONNECT WITH SHAWNA

• Subscribe: https://www.youtube.com/@ShawnaSuckow
• Visit: https://www.thebuyerinsider.com
• Newsletter: https://www.thebuyerinsider.com/newsletter
• Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault

Please like, subscribe, and share this episode if you found it helpful!

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources here: www.thebuyerinsider.com/vault

How do I get my first customers with no marketing budget? If you're a new business, building trust can feel impossible when you don't have reviews, referrals, testimonials, or a track record. In this episode of Underestimated, Shawna Suckow shares creative ways small business owners can attract customers, build credibility, and generate buzz without spending a fortune on advertising. You'll hear real examples from a trade show startup, a roofer, a painter, a chiropractor, and beauty service providers who use experiences, stories, and social proof to stand out. If you're wondering how to get customers when nobody knows who you are yet, this episode is packed with ideas you can put to work immediately.

If you're a small business owner struggling with:

• getting your first customers
• building trust without reviews
• standing out from established competitors
• generating referrals and word of mouth
• creating marketing content people actually notice
• attracting customers without discounting
• growing a business with a limited marketing budget

this episode will help you rethink how you build credibility when you're starting from scratch.

You'll learn:

✔ How do I get customers when nobody knows my business yet?

✔ What can I do instead of spending money on advertising?

✔ How can I build trust before I have reviews?

✔ What types of experiences create word-of-mouth marketing?

✔ How do I turn customers into testimonials and referrals?

✔ Why do some businesses become memorable while others get ignored?

✔ What marketing assets should every new business be collecting?

✔ How can I stand out in a crowded local market?

Who This Episode Is For

This episode is for small business owners, entrepreneurs, and marketers who are trying to attract customers without a large advertising budget. It is especially relevant if you are launching a new business, entering a competitive market, struggling to gain visibility, or trying to build trust before you have an established reputation.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-19

CONNECT WITH SHAWNA:

Subscribe: https://www.youtube.com/@ShawnaSuckow

Visit: https://www.thebuyerinsider.com

Newsletter: https://www.thebuyerinsider.com/newsletter

Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault

#SmallBusinessMarketing #MarketingStrategy #CustomerTrust #BuyerBehavior #EntrepreneurMarketing #SmallBusinessTips #Marketing2026 #BusinessGrowth #CustomerExperience #BrandTrust #DigitalMarketingStrategy #MarketingForSmallBusiness

Please like and subscribe to help Shawna reach more small business owners!

Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault

Why does running your business feel harder as revenue grows?

Many small business owners discover that more clients, more sales, and more opportunities often create more stress, not more freedom. In this episode of Underestimated, Shawna Suckow talks with AI business strategist Alison Simmons about how small business owners can use AI and systems to reduce overwhelm, reclaim their time, and scale more efficiently. Alison shares how a breaking point during a family road trip led her to build AI-powered workflows that handle repetitive tasks, improve accountability, and help business owners focus on the work they actually enjoy.

If you’re a small business owner struggling with:

• feeling buried in administrative work• spending too much time managing tasks instead of growing your business• inconsistent systems and processes• hiring challenges and rising payroll costs• keeping projects organized across multiple clients• balancing business growth with family time• scaling without adding more stress

this episode will help you rethink how AI can support your business operations.

You’ll learn:

✔ How can AI help small business owners get time back each week?

✔ What business tasks should AI handle and which should stay human?

✔ How can AI improve accountability and team communication?

✔ What is an AI-powered business dashboard?

✔ How can Notion become a central operating system for your business?

✔ How do AI systems help service businesses scale more efficiently?

✔ What guardrails should business owners use when implementing AI?

✔ Why should entrepreneurs learn AI systems instead of relying on someone else to build them?

Shawna shares examples including:

• website designers

• service-based businesses

• coaches and consultants

• online business owners

• brick-and-mortar businesses

• retail operations

• restaurant management

• marketing and content creation

This episode also explores:

• small business automation

• AI for entrepreneurs

• business systems

• workflow automation

• productivity for business owners

• AI project management

• Notion for business

• AI-powered operations

• business efficiency

• scaling a small business

• time management for entrepreneurs

• operational accountability

Who This Episode Is For

This episode is for small business owners, entrepreneurs, and marketers who are navigating growth while feeling stretched too thin. It is especially relevant if you are spending too much time inside your business, managing repetitive tasks, juggling projects, or struggling to create systems that allow your business to operate without constant oversight.

Final Takeaway

AI is not about replacing people. It is about reducing unnecessary friction so business owners can focus on strategy, relationships, creativity, and growth. Alison's approach demonstrates that the right systems can help entrepreneurs regain control of their schedules, reduce stress, and build businesses that support their lives instead of consuming them. The goal is not to do more work. The goal is to create more freedom while continuing to grow.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-18

CONNECT WITH ALISON SIMMONS

Free training and more info here: www.leadsmarterco.com

Subscribe to her newsletter here: https://thecaffeinatedentrepreneur.com/

CONNECT WITH SHAWNA:

• Subscribe:

If customers can’t tell the difference between you and your competitors, you’re competing on price, whether you realize it or not. In this episode of Underestimated, Shawna Suckow breaks down how small businesses can stand out in crowded, highly commoditized markets without racing to the bottom on pricing. You’ll learn how niching down builds trust faster, why generic marketing language makes businesses invisible, how to attract fiercely loyal customers, and why being the specialist beats being the cheapest every time. If you’re tired of customers price shopping your business, this episode will change how you market yourself forever.

Why Customers Price Shop Small Businesses

Most businesses sound exactly alike.

“Great service.”
“Friendly staff.”
“Family owned.”
“Trusted partner.”
“Over 20 years of experience.”

The problem: your competitors are saying the exact same things.

When customers hear identical messaging from every company in your market, they stop looking for meaningful differences. They compare prices instead. That’s when businesses become interchangeable, and loyalty disappears.

In this episode, Shawna explains why so many small business owners accidentally market themselves like commodities, even when they are dramatically better than their competitors.

If you’ve ever wondered:

• How do I stop competing on price?
• Why do customers keep price shopping my business?
• How can a small business stand out in a crowded market?

...this episode is for you.

The Real Reason Customers Can’t Tell Businesses Apart

Most businesses focus heavily on features and benefits, but customers are overwhelmed with marketing messages every single day. Generic language gets filtered out almost instantly.

Customers don't remember polished slogans. They remember businesses that feel specific, trustworthy, and relevant to their exact situation.

This episode explores why phrases like:

• “We go above and beyond”
• “We care about our customers”
• “Professional and reliable service”
• “Knowledgeable staff”
• “Attention to detail”

actually weaken your positioning when everybody else is saying the same thing.

Shawna explains how businesses unknowingly train customers to shop on price by sounding too broad and too safe. For small business owners trying to improve marketing results in 2026, this shift matters more than ever.

Why Specialists Win More Business

People seek out specialists because specialists reduce uncertainty. When customers are nervous about making the wrong decision, they look for expertise that feels tailored to their exact need.

Shawna shares examples from industries like:

• Plumbing
• Real estate
• Car dealerships
• Promotional products
• Service businesses

You’ll hear why a plumber who specializes in old homes becomes more valuable than a plumber who simply advertises “fast, friendly service.”

You’ll also hear the story of a young realtor who discovered her niche by serving the tattoo community she already knew and trusted, instead of trying to compete against every established realtor in her city.

This is one of the most important marketing shifts small business owners can make in 2026 and beyond.

Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-17 

CONNECT WITH SHAWNA: 

• Subscribe: https://www.youtube.com/@ShawnaSuckow 
• Visit: https://www.thebuyerinsider.com 
• Newsletter:

If your marketing feels harder than it used to, you’re not imagining it. Today’s customers are more skeptical, more informed, and far less tolerant of vague or overly polished messaging. In this episode of Underestimated, Shawna Suckow breaks down how buyer behavior has shifted and what small business owners must change to stay relevant. You’ll learn how to market to skeptical customers, why transparency builds trust faster than perfection, what messaging to stop using immediately, and how to adapt your strategy for today’s low-trust environment. If you want more conversions and stronger customer relationships, this episode shows you exactly where to start.

Take the Free Trust Assessment: https://www.thebuyerinsider.com/trust-assessment

Why Small Business Marketing Feels Harder Right Now

Small business owners across industries are noticing the same pattern. Marketing is not producing the same results it used to. Engagement is lower, trust takes longer, and customers are slower to make decisions.

This is not random. Buyer behavior has fundamentally changed. Customers are more cautious, more research-driven, and more skeptical of anything that feels unclear or overly polished.

What Changed in Buyer Behavior

Today’s customers do not rely on marketing claims alone. They look for proof, consistency, and signals of credibility before they take action.

They read reviews. They compare options. They question messaging.

If your marketing lacks clarity or feels generic, it creates hesitation instead of confidence.

Here's what we'll answer today

•  Why customers trust businesses less than they did 5–10 years ago 
•  What changed in buyer behavior and decision-making 
•  Why traditional marketing language is losing effectiveness 
•  How skeptical customers evaluate businesses before buying 
•  What builds trust faster in today’s market 
•  How small businesses can compete with larger companies 
•  What messaging mistakes are reducing conversions 
•  How to create marketing that feels clear, real, and credible 

If you're searching for answers on these topics, check out this episode!

•  small business marketing strategy 2026 
•  how to build trust with customers 
•  why customers are more skeptical today 
•  buyer psychology trends for small businesses 
•  how to compete with big brands as a small business 
•  how to increase conversions without lowering prices 
•  trust-based marketing strategies 
•  how to stand out in a crowded market 
•  customer trust and loyalty strategies 
•  how to improve small business marketing results 

The Real Competitive Advantage for Small Businesses

Small businesses do not win by competing on price, speed, or scale. Larger companies will always have an advantage in those areas.

The advantage for small businesses is the ability to be more human, more responsive, and more transparent.

Customers today are not looking for perfect. They are looking for clarity and authenticity. When your messaging is specific and your communication is direct, trust builds faster and conversions follow.

Key Marketing Shifts to Make Now

To stay competitive in today’s environment, small businesses need to:

•  Simplify messaging so customers immediately understand the offer 
•  Replace vague claims with specific, concrete details 
•  Show how decisions are made and how work actually happens 
•  Use transparency to reduce uncertainty and build confidence 

These shifts help customers move forward faster and feel more confident choosing your business.

Who This Episode Is For

This episode is for small business owners, entrepreneurs, and marketers who are nav