ISSUE 025 • Customers Rarely Buy the Cheapest Option
Executive Brief • July 19, 2026 • Two Miles Advisory
Executive Perspective
One of the biggest misconceptions in business is that customers always choose the lowest price.
Sometimes they do.
But more often...
They choose the option they trust the most.
Think about the last major purchase you made.
Did you choose the absolute cheapest contractor?
The least expensive attorney?
The lowest-cost CPA?
Probably not.
You looked for experience.
Responsiveness.
Professionalism.
Confidence.
You wanted someone who would reduce risk—not create more of it.
The same is true for your customers.
Businesses that compete only on price eventually find themselves in a race to the bottom.
Margins shrink.
Service suffers.
Growth slows.
The strongest companies compete differently.
They earn trust before asking for the sale.
They communicate clearly.
They deliver consistently.
They solve problems.
They become known for reliability.
When customers believe you're the safest choice...
Price becomes only one part of the decision.
Not the entire decision.
Boardroom Question
If your prices increased by 10% tomorrow...
What additional value would customers expect to receive?
Would they notice better communication?
Faster response times?
Greater expertise?
More confidence?
Or would the experience remain exactly the same?
One Better Decision
This week, ask one of your best customers:
"Why did you choose us instead of someone else?"
Don't assume you know the answer.
You may discover your greatest competitive advantage isn't your pricing.
It's your reputation.
Build on that.
CFO Insight
Trust creates pricing power.
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Published by Two Miles Advisory