When Should You Walk Away from Big Volume?<\/h2>\n\n\n\n
Around 2010, we pursued the white linen space at Sears Canada. For an importer, it meant massive volume. But when we worked backward from their target price point, the numbers simply didn’t hold. We couldn’t meet their terms and stay profitable.<\/p>\n\n\n\n
So we walked away. It felt risky to turn down a major retail name, but walking away from unprofitable volume is the only way to protect your brand.<\/p>\n\n\n\n
We also sensed a structural shift in retail. Massive box stores kept the volume programs and handed suppliers whatever margin scraps were left. Chasing that business meant competing purely on price, not value.<\/p>\n\n\n\n
Seven years later, Sears Canada began liquidating. From where I sat, a retailer squeezing every supplier margin while carrying heavy, aging inventory was an obvious early warning sign. When one side takes the whole pie, the partnership rarely lasts.<\/p>\n\n\n\n
What Does a Pricing Strategy for Service Businesses Mean for Founders and Executive Women?<\/h2>\n\n\n\n
I see the exact same trap in service businesses today. Founders say yes to the client who pays too little because the incoming revenue looks good on paper. However, volume is not value. The operational strain grows, and your positioning quietly slips.<\/p>\n\n\n\n
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- Do this:<\/strong> Decline the project that forces a discount your hard-earned experience doesn’t deserve.<\/li>\n\n\n\n
- Not that:<\/strong> Accept every inbound inquiry because “exposure” might lead somewhere tomorrow.<\/li>\n<\/ul>\n\n\n\n
Does Your Brand Justify Your Price?<\/h2>\n\n\n\n
![\"Premium](\"https:\/\/suzannedufault.ca\/wp-content\/uploads\/2026\/08\/Premium-Brand-Strategy-Hero-Visibility-Builder-1.jpg\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nClients judge fast, so your website has to defend your executive fees before anyone ever hops on a discovery call. If your digital presence says “affordable option” while your career track record says “expert,” clients negotiate with what they see. That perception gap is where premium brand positioning<\/a> does its vital work.<\/p>\n\n\n\n
Google makes a similar point in its technical documentation. Its guidance on helpful, people-first content<\/a> rewards real, firsthand industry experience over generic aggregation. That is why I share this retail story instead of a list of abstract tips.<\/p>\n\n\n\n
- Not that:<\/strong> Accept every inbound inquiry because “exposure” might lead somewhere tomorrow.<\/li>\n<\/ul>\n\n\n\n