Are you a mug? Are your customers?
The immediate answer is a sharp, “No! Of course not!”
Let’s go deeper:
The open market is often so keen to not feel like a mug by being outbid by a little, that they feel like a mug by overpaying by a lot. The closing call is so focused on closing an uncertain (and possibly unqualified) lead, that it’s not uncommon to observe FOMO deployed as a weapon.
There is an alternative to all this fear-driven behaviour: Create a No-Mug Zone.
Equipping the open market with a useful, valuable service at a fair price, so your choice of market can feel confident in a fair value transfer. Equipping your sales team (or yourself) with the ability to qualify and disqualify fairly, taking qualified losses simply as product development indicators.
No-Mug Zones aren’t an excuse to hide away from your true value, nor an excuse to not show up for your prospects when they need you to show them the way. But they can change lives, create champions, and make you and those you serve feel great about the value you bring to the market.
Maybe they’ll tell their friends. Maybe their friends will tell their friends.
Maybe it’s the start of something wonderful.