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    Business Strategy with Hirav Shah                                     AUGUST 28, 2026      |  The Indian Eye 40

             The Price–Value–Trust Triangle — Why Customers

                                               Don’t Buy on Price Alone

              Customers are not looking for the cheapest option. They are looking for the safest and smartest decision

                                                                                                                  risk, the more trust they need before
                                                                                                                  making a purchase. That is why peo-
                                                                                                                  ple may pay more for an established
                                                                                                                  doctor, consultant, builder, hotel, or
                                                                                                                  technology brand.

                                                                                                                  As Business Strategist Hirav
                                                                                                                  Shah explains, “Customers do
                                                                                                                  not always choose the lowest
                       HIRAV SHAH
                                                                                                                  price.  They choose the  option
                    ost   businesses  believe                                                                     that gives them the highest
                    one simple myth: lower
            Mprice  means  more  sales.                                                                           confidence.”
            In reality, customers rarely buy based
            on price alone. They buy based on a                                                                       Therefore, before reducing your
            combination of price, perceived val-                                                                  price,  identify  the  real  reason  be-
            ue, and trust.                                                                                        hind  the  customer’s  hesitation.  The
                This is where the Price–Val-                                                                      problem may not be affordability. It
            ue–Trust Triangle becomes a useful                                                                    may be unclear value, weak commu-
            decision framework.                                                                                   nication,  insufficient  proof,  or  fear
                                              product at different prices because   • If Price > Value + Trust → No sale
            What is the Price–Value–Trust Triangle?  they communicate value differently.  • If Value + Trust > Price → Easy   of making a mistake. Strengthening
                                                                                                                  these areas can improve conversions
                Think of every buying decision    Value comes from:               sale
            as a balance between three forces:  • Problem solving ability           This is the real buying equation.  without  sacrificing  your  margins  or
                                                                                                                  damaging your brand.
            • Price → What the customer pays  • Experience and convenience        Common Mistake: Imbalance in the
            • Value  →  What  the  customer  be-  • Brand positioning                        Triangle               How to Apply This in Your Business
              lieves they receive             • Differentiation                                                   1. Stop leading with price. Lead with
                                                                                    Most businesses unknowingly
            • Trust → Confidence that the prom-  • Emotional connection         distort the triangle.               outcomes, results, and clarity.
              ise will be delivered               If your value is unclear, price   • High price + low trust → rejection  2. Strengthen value communication
                If one side is weak, the entire   becomes the only comparison point.                                Explain not just what you sell, but
            decision collapses.                   That is when you lose.        • Low price + low value → ignored   why it matters.
                                                                                • High value + low trust → hesita-
                A low price without trust feels                                                                   3. Build  visible  trust  signals
            risky. High value without trust feels   Trust — The Silent Decision Maker  tion                         Testimonials, case studies, real sto-
                                                                                    Only balanced positioning cre-
                                                  Trust is rarely discussed, but it is
            exaggerated. Strong trust without   the strongest force in the triangle.  ates consistent conversions.  ries, and transparent messaging.
            value feels overpriced. The sale hap-  It answers one core question:                                  4. Align    your      positioning
            pens only when all three align.                                       How the Triangle Changes Customer   Your pricing must reflect your val-
                                              “Will I get what I’m promised?”
                   Why Price Alone Fails          Trust is built through:                   Decisions               ue and trust level.
                Discounting is the easiest lever   • Consistency                    Consider  two  companies  sell-        Final Perspective
            to pull. But it is also the most dan-  • Social proof               ing  the  same  service.  Company  A   Customers  are  not   look-
                                                                                charges  ₹50,000 but provides very
            gerous.                           • Past results                    little explanation, has no strong tes-  ing  for  the  cheapest  option.
                When you compete only on price:  • Transparency                                                   They are looking for the safest and
            • You attract the wrong customers  • Clear communication            timonials, and communicates in-   smartest decision.
                                                                                consistently.  Company  B  charges
            • You reduce margins                  Without trust, even a low price   ₹65,000 but clearly explains the pro-  • Price is just a number.
            • You  create  dependency  on  dis-  feels expensive.               cess, demonstrates previous results,   • Value is perception.
              counts                              With trust, even a high price                                   • Trust is the trigger.
            • You weaken brand perception     feels justified.                  shares genuine client experiences,    Businesses  that  understand
                                                                                and provides professional support.
                Customers don’t ask, “Is this the                                                                 this  triangle  don’t  chase  customers.
                                                                                    Although Company B is more
            cheapest?”                          The Real Formula to Win Customers  expensive, many customers will still   They become the obvious choice.
                                                  The goal is not to reduce price.
            They ask, “Is this worth it—and can   The goal is to increase perceived   choose it because the additional val-
            I rely on it?”
                                              value and trust faster than price   ue and trust reduce the risk of mak-  Hirav Shah is the Global Business
              Understanding “Value” — The Most   increases.                     ing a wrong decision.              Strategist, Game Changer, and Author
                   Misunderstood Factor           This creates what can be called   This is especially important when   of 19+ books—trusted worldwide for
                Value is not your product. It is   a premium comfort zone, where cus-  customers are buying something ex-  validating big decisions of entrepre-
            the customer’s perception.        tomers feel confident paying more.  pensive, unfamiliar, or emotionally   neurs, sportsmen, and entertainers.
                Two businesses can sell the same   A practical way to think about it:  significant. The greater the perceived   Email : Business@hiravshah.com

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