Holding Your Nerve

I will always vouch for the principle of selling on quality over price. It is the most successful long-term strategy and the one that is certainly most profitable. However, we all know how tough the market is right now. Anyone I speak to is talking of another down year, and looking at some of the latest PR being sent through to me, the industry is expecting it to get even tougher in the coming months.

Market conditions like this can certainly test your nerves about keeping to the quality-based sales approach. Indeed, I have noticed this myself in my own local areas, with a number of competitors clearly engaging in a race to the bottom and a price war that is obviously eating away at their profit margins. It is a sign of panic and a business that is in distress. It’s not a good medium-term strategy and is only going to paper over the cracks, which will eventually catch up with them.

But, hold your nerve you must. Recessions don’t last forever, and it can be tempting to let panic and fret take over and cloud the longer term goals you have in mind. To that end, the post I saw on LinkedIn from Origin Sales & Marketing Director Ben Brocklesby I thought to be very timely and a useful moment of clarity. So much so I wanted to create this post around it and try and calm some nerves that some of you may be having about the market right now.

“How do you sell premium in a value-driven market?”

Honestly? It’s one of the questions I get asked most in my role — especially when you’re working in a space like high-end aluminium doors and windows, where quality comes first, and discounting comes last (if at all).

The assumption is that the market only wants cheap. That people only care about price. But when you step back and look at it properly, that’s just not true.

People can afford premium — they just need a reason to.

Here’s what I’ve learned about positioning high-end products when the world is cost-conscious:

1. Education
People don’t always know why one product costs more than another, so show them.
• Why aluminium over other materials?
• Why British-made?
• Why the guarantees, the precision, the finish?

Educate them, and they’ll understand what they’re paying for.

2. Storytelling
You’re not just selling a door. You’re selling peace of mind. Style. Quiet confidence.
Let them feel what it’s like to live with a premium product. That emotional connection? It’s priceless.

3. Confidence
Don’t lead with a compromise. Don’t “price match.” Don’t whisper your value.

If you don’t act like your product is worth it, no one else will.

Selling premium is never just about price. It’s about clarity, positioning, and belief in the product and the experience it creates.

No discount code required.

See the original post from Ben here: https://www.linkedin.com/feed/update/urn:li:activity:7320854539727785985/

Point three does wonders in sales. Confidence can help you sell anything to anyone. I like the first two points Ben makes, they are both important, but confidence helps deliver the first two points with conviction and makes the whole thing more effective. Remove confidence and you blunt the first two pillars of this post.

The market is going to remain tough for this year. We’re about to hit May and the outlook isn’t great. But, remember why you are still in business whilst others are not. Keep in focus the longer terms goals and know that for every down there is an up. Read Ben’s post and keep it all mind when you run your business.