There is an unfair assumption in "fair" pricing policies: You do not determine what is fair, the customer does. An average price almost certainly means that some customers are, in effect, subsidizing others. Sooner or later, your competitors will tell them. Especially if you are in a
Performance pricers relentlessly communicate their value: why my prices are worth it, based on what the customer WANTS.
Pricing Question #4: What are three things your customer wants? Think big picture: why do they want a massage? why do they want estate planning services? Why do they want your painting? It's usually not about the "thing" but about how they will feel after they get the "thing" or avoid the "thing." Usually those feelings are priceless, so you have to show how YOUR product or service will definitely help them get there -- which means you can charge alot for that ability.
No comments:
Post a Comment