REAL AF with Andy Frisella
806. Q&AF: Competing On Price, Scaling Your Company To The Next Level & Pushing Through Setbacks
Mon, 04 Nov 2024
On today's episode, Andy answers your questions on how to compete when you're a luxury service going up against the 'cheap' guys, what's the most important thing to understand when scaling your business, and the best way to continue to make progress after having setbacks.
Chapter 1: What is the focus of today's Q&A episode?
What is up, guys? It's Andy Frisella, and this is the show for the realest. Say goodbye to the lies, the fakeness, and delusions of modern society, and welcome to motherfucking reality. Guys, today we have Q and AF. That's where you submit the questions, and we give you the answers.
If you want to submit a question and be answered on the show, which can be about anything, business, life, how to kick ass, entrepreneurship, what's going on in the world, you can submit your questions a couple different ways. The first way is, guys, you can email these questions in to askandy at andyfrisella.com. Or you go on YouTube on the Q&A episodes, drop your question in the comments.
We'll choose some from there as well. Now, if this is your first time listening, we have shows within the show. Tomorrow, you're going to hear Cruise the Internet. We call that CTI. That's where we put topics on the screen. We speculate on what's going on in the world. We talk about what's true, what's not true, and then...
Finally, how we, the people, have to solve these problems going on in the world. Sometimes we're going to have real talk. Real talk is just 5 to 20 minutes of me giving you some real talk. And then we have what's called 75 Hard Versus. That's where someone who has completed the 75 Hard Program comes on the show, talks about how their life was before, how their life is now, and...
how you can do the same thing they've done using the 75 Hard program. If you're unfamiliar with the 75 Hard program, it is the world's most famous mental transformation program in history, and it's available for free. It's also the initial phase of the sustainable lifestyle called Live Hard. All right, you get that for free on episode 208 on the audio feed only. It's not on YouTube.
It's on the audio feed only. There is a book available. The book is available at andyfersella.com. It's called The Book on Mental Toughness. It outlines the entire Live Hard program, top to bottom. It's much more detailed than the free podcast.
Plus, it has a whole bunch of chapters on mental toughness, how you can use it to transform your life, along with a bunch of case studies on people that you will recognize who have used it to transform their lives. All right? Don't have to buy it. Very popular book. We're almost always sold out of it. I'd highly recommend it.
all right now we do things a little bit different on this show uh we don't run ads on the show you're gonna notice that we're probably the biggest show in the world in fact i know we are that doesn't run ads all right and i ask very simply that you trade us something for that all right trade us helping us grow the show okay we've been at this messaging for four and a half years and had we grown the show to a proper place we wouldn't be in the situation society
And the reason that the show hasn't grown the way that it should is because a lot of people listen to the show and don't necessarily abide by the fee, okay? So since I don't pump your ears full of advertising for 40 fucking minutes, I ask very simply that you help us share the show.
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Chapter 2: How can luxury services compete against cheaper options?
And you're going to have less customers than the cheaper guy because most people, when they deal with good, better, best categories, the good has the most customers, the better has less customers than that, and the best has less customers than that. And that's the way it goes. So... You're gonna have a specific customer.
You're not gonna have as much customers as maybe the good guy, the guy who uses the shit from Lowe's. But if you could charge a premium to make up for the difference in the amount of customers, which is the math that you should be trying to figure out, you can figure out where you need to be priced at to make it worth your while. But ultimately, this comes down to you educating.
And by the way, this goes for anybody who sells a quote-unquote commodity product, okay? If you sell car washing soap, you're going to have to explain the difference between using Dawn in your bucket or using Turtle Wax 5000, right? Like one costs nothing, one costs 50 bucks a bottle. I'm making this shit up. You see what I'm saying though? We have to make a story.
We have to display the value and we have to educate around why we would use this versus that. And just because you say, oh, well, I'm not lowering my price. Well, that's fine, but you're missing the link that you need to show to the customer to get the sale.
Yeah. I want to ask you this because this is actually something I've always wondered, and I feel like most people see this in action, like on the consumer side of things. We see this right where, you know, the big box store is able to charge less for a product of similar quality than the smaller mom and pop shops. What's happening there?
Is that more of a relationship thing that maybe that's something why they can charge cheaper because they have a better relationship with the buyers? I mean, yeah.
If the products are the same, if you buy in quantity, you're going to get a cheaper price. So you're always going to have a disadvantage against a bigger company. However, you can make that up with little bonus extras, things that create the customer experience. You can always compete with a cheaper price if you make a great experience and over-deliver on the value.
So if you're the little guy, you've got to figure out how to make... Your Christmas light business, something that people look forward to, to you coming every year. How will we make, like if you were sitting in front of me, I'd ask you, and we would get on a whiteboard and figure this out.
How do we make our Christmas light customers so excited that they look forward to you coming and doing their Christmas lights every year? Maybe it's a gift. Maybe it's something else you do. Maybe you take a professional photograph every year and have it framed for them at their house during Christmas time. Maybe you offer to take a family picture.
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