If FileMaker costs them $5,000/year, but helps them manage a business that brings in $1,000,000…is it valuable? And/or that same FileMaker Custom App allows them to run the business with10 employees instead of 15, is it valuable? If that same custom app helps them analyze the trends to keep pace with larger competitions, is it valuable?
Value is more than just the cost. I’ve spent time with multi-million dollar companies that say $900/year is too much. I’ve spent time with companies that make less than $1,000,000/ year that are excited to pay that same $900/year. Why? They understand the value it brings them. Could they spend $300 for a shrink-wrapped software that only partially serves their needs? Might they spend significantly more on SalesForce or NetSuite just because they think it’s more valuable because it costs more? Everyone is different. If you want to make more money, sometimes you have to find better clients.