When “Expensive” Becomes Irrelevant: The Real Crossroads of Cost and Value

Not long ago, I was having a conversation with a colleague about the average consumer’s perception of what makes something expensive. It’s a fascinating topic — because what people label as “expensive” almost always has more to do with perceived value than with actual cost.

Take any service or product in the world — from a car to a crown, a haircut to a house — and it can be considered expensive if the perceived value isn’t there. Even an employee’s salary might seem “too high” until you understand what that person is truly capable of delivering.

But that’s not the point of this article.

The real point is that every business — whether it’s a dental practice, real estate firm, or consulting company — stands daily at the crossroads of cost and value.

The Crossroads You Face Every Day

Every fee, every proposal, every transaction is a moment of truth. Does the customer believe that what they’re getting is worth what they’re paying? Or better yet — worth more?

Here’s where most businesses get it wrong:
They expect the doctor, the business owner, or the salesperson alone to carry the weight of creating value. But when value depends on one person, it becomes inconsistent and unsustainable.

Creating and communicating value must be a team objective.

From the front desk to the back office, from the first phone call to the last handshake — every interaction shapes perception. And perception drives decision-making.

Real Value vs. Perceived Value

Let’s draw a clear distinction.

Real value is what you and other professionals know to be true — your quality, your expertise, your outcomes, your process.

Perceived value is what your customers or patients feel to be true.

And that’s where the misalignment usually begins. You can be delivering exceptional real value every day, but if it’s not felt, seen, or understood by the customer, it doesn’t count.

Your challenge — and your opportunity — is to close that gap.

Elevating Perceived Value

So how do you do that? Start with your team.

1. Educate them on the “why.”
   Every team member should understand why a patient or client would say yes. Not just to the service itself, but to the outcome it creates.

2. Connect the dots.
   Your team should know why the service matters — both from your perspective and from the customer’s. When they can articulate that clearly, your perceived value skyrockets.

3. Deliver an experience worth talking about.
   This is where excellence becomes tangible. When people feel seen, heard, and cared for, they stop comparing prices and start telling stories.

That last point deserves its own article — because experience is where perceived value becomes emotional value. And emotional value is what drives loyalty, referrals, and growth.