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Slippery slope
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Charging "competitive" prices. Approaching the segment you serve with "what the market (competitors) charge" gets you to be compared EXACTLY on what they do. And my guess is you deff have something different. A common (mis)belief is that once you get customers, you'll "flood the market", and from there raise your prices. Sure, you could do that. And raise little by little... 5%... 10%... 12%... In every raise, you'll have to justify yourself on why you're raising them:
You'll go on long conversations trying to make your case. Concede on things you wouldn't need to. Lose every bit of power in the negotiation you could have had. And that's because of a pattern: that EVERYTHING is about YOU. Your customers don't owe you anything —and it's certainly not their problem (or concern) how/if you do good or not. They have enough with their own situations. Change things. Think of what THEY care for. Make it about them. About what the impact for THEM is. About what THEY will gain. That'll take you from competitive prices to your prices. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Knowing what to say no to is the thing that puts you (and your business) in the expert position. It gives you clarity to choose the right fits for you. It disengages you from incurring into sunk costs (that all-nighter proposal/quote, that long pitch deck, that overexcitement into this next deal). It lets you set and respect your boundaries. It gives you the freedom to walk away. And most of it all: it lets you be the expert.
If... something takes you a lot of effort, you put a lot of passion into it, takes you more time to deliver, has more costly inputs, you learned it for a long time... That has nothing (or very little) to do with how much you price it for. Put it this other way: If it takes you no effort. You don't get over-invested into it You can deliver in no time Costs you nothing You learned it in no time Would that be without value? Getting to know how to do something at a level of mastery that creates a...
The more effort/passion/premium you put in requires a higher price to your market? What are your thoughts on that?