Are your customers focused solely on the lowest price? In this episode of Unlocked, Lars from Calgary Lock & Safe in Alberta, Tony from Assured Security in Minnesota, and Chad from Loc-Doc Security in Charlotte, NC, dive into the critical difference between selling based on price and selling based on value. They share their philosophies on pricing strategy, the psychology of customers, and the art of justifying your value proposition. Drawing on insights from "Never Split the Difference" and "StoryBrand," Lars explains his strategy of positioning himself as an independent third-party consultant to help customers find the best solution, not just the cheapest. The hosts also debate a contentious topic: line-item pricing versus lump-sum project totals, exploring the pros and cons of each approach. This episode is a masterclass in understanding what truly drives purchasing decisions, providing actionable takeaways for business owners who want to move beyond competing on price and build stronger, more profitable relationships with their customers.