Price is the easiest thing to talk about in business. But the mistake many entrepreneurs make is starting there.

If you lead with price, you reduce your product to numbers. If you lead with vision, you elevate your product to meaning.

Before you ever discuss price, make sure the client understands the why,  the vision of what your product will do for them, how it will impact their life or business, and why it matters.

When people buy into the vision, they don’t argue with the price. They’re already sold long before price is ever mentioned.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).