As a company we have often been criticised by our peers for being too cheap and I sometimes wonder whether offering great value for money has been detrimental to growth.

For example, we tend to quote hundreds of pounds to design, build, host and maintain websites whereas most digital agencies quote thousands. Yet, the platforms used would be identical and our technical expertise is often far more advanced. However, the reality is we have probably priced ourselves out of the shortlist because our competitive pricing puts some people off.

Even so, we still believe that the best long term policy is to charge a fair price for an honest day’s work. I believe that sticking to this simple principle will pay dividends over the long term – just as it has with Aldi.

Aldi has stayed true to its principle of offering great value for money, even though some customers were put off visiting an Aldi store because they were perceived as being too cheap. And nobody likes to be seen as being cheap! As a consequence Aldi took a while to get going. That was of course until the recent recession hit. In recent years, Aldi has enjoyed significant growth as consumers have swallowed their pride and actually decided to give Aldi a try.

Giving Aldi a try has been one of the best moves many consumers have made, and they have never looked back. They now do all of their shopping at Aldi, turning their backs on many of the leading supermarkets because they enjoy significant savings on their weekly shopping, with no loss of quality. Shrewd buyers!

I guess the moral of the story is, don’t be put off by competitive pricing.

Next time you’re offered high quality at a sharp price, it could be purely because the people concerned are attached to the principle of a fair day’s pay for a fair day’s work. Just like Aldi.