What Are You Really Selling? Part 3

John Gallagher
Jul 30
3 min read

"Price vs. Cost: Helping Clients Understand the True Value of a Closet System

Every designer has heard it:

“That’s too expensive.”

“Can you do any better on the price?”

“The other company was much cheaper.”

It’s the most common objection in our industry. And yet—it’s also one of the easiest to reframe… if your team understands the difference between price and cost.

Let’s break it down.

🧾

Price vs. Cost: Not the Same Thing

Price is what the client pays today.

Cost is what they live with over time.

That “budget-friendly” closet might look good on the invoice, but:

If the materials warp or sag in a year…
If the layout makes mornings harder instead of easier…
If the company is unresponsive when there’s an issue…

Suddenly, that cheaper closet starts costing more—in money, in stress, and in lost time.

💸 A Real-Life Example

Imagine two homeowners install new closets.

One spends $12,000 on a custom system designed around their daily routine, with soft-close drawers, upgraded finishes, and professional installation. It lasts 15 years with minimal issues.
The other spends $6,500 with a company that offers fewer finish options and requires a few DIY decisions. It works… mostly. But drawers stick. One shelf falls within the first year. And by year four, they’re calling someone to replace it.

Which one really cost more?

💥 It’s Not About Bashing Competitors

This isn’t about saying one company is “better” than another. It’s about educating the client to think long-term. To understand the value of smart design, durable materials, and seamless service.

Because clients don’t always know what they’re comparing. They might assume:

All melamine is the same
All drawers are soft-close
All warranties are created equal
All install teams are trained the same way

But we know better.

And it’s our job to help them see the difference—not with pressure, but with perspective.

🧠 How to Reframe the Conversation

Here’s a script your designers can use:

“If you’re comparing this quote to another company’s, I’d love to help you make sure it’s apples to apples. Sometimes a lower price reflects a different product scope, different install method, or a lighter materials package.

Can I walk you through what’s included here—and why we’ve priced it this way?”

Or, even more direct:

“Can I ask—are you looking for the lowest price, or the best overall value for your long-term needs?”

That one usually gets their attention.

💬 The Power of This Question:

“Do you always buy the cheapest option?”

The cheapest clothes?
The cheapest car?
The cheapest house?

Probably not.

Because in most cases, clients already understand that cheaper isn’t always better. They just haven’t been guided to apply that same thinking to closets—yet.

🧘‍♂️ Emotional ROI Is Real

Let’s not forget the softer side of cost. A well-designed closet system:

Makes mornings smoother
Boosts pride in your home
Frees up mental space
Prevents fights over shared storage
Even supports mental health (hello, visibility = calm)

That’s not fluff. That’s real. And it matters more than clients realize… until they have it.

🛠️ Help Your Designers Learn These Four Truths:

Price objections are normal. Don’t take them personally.
The solution is education, not defense.
Differentiation is protection. If you clearly explain your value, clients stop comparing only by number.
Trust comes from transparency. Walk them through what’s included and what it solves.