By Chris Thornham, an Overdrive contributor and co-founder of FLO Cycling

Everyone loves a good deal. But when a cheap price tag makes others question the quality of your product, it could actually hinder your company’s success.

If you’ve discovered the formula for delivering a superior product at a fraction of your competitors’ prices, that doesn’t mean consumers will instantly buy your product. Many budding businesses struggle to dispel the belief that their product is “too good to be true,” and uprooting assumptions is no easy task.