Don’t break what’s working

How many times have you heard that?

However…

If you have shit clients, you’ll keep them. Only now with a few (more) cons.

They’ll:

• Argue the price raise
• Try to squeeze more scope in
• Complain more
• Look at how much time you’re putting in
• Feel scammed
• Feel you’re squeezing them dry (because you’re “greedy”).
• Look at every tiny, stupid detail to justify why they’re paying more.

Pure joy, isn’t it?

Incremental is slow, marginal and riskier.

It might not have to do with your customers, but how you price.

May be you’re way underpriced.

May be you’re in a very competitive marketplace and are one of many.

May be that you’re focused on the wrong people/businesses.

You’re a hostage of your own pricing. At least, it feels like that.

Here’s the thing

Odds are, you’re pricing based on what you think is fair and/or marking-up your costs.

Moving your prices up at 5–10% a time, leads to more busy-ness.

• It’s marginal revenue, with not enough effect on your finances.
• Erodes the relationship with your customers. If they’re driven by price, they’ll look for (even) cheaper options. All while giving you a bad time.
• It’ll take way longer get to the prices you first thought of.
• It focuses on how not to change the dynamics, but how to keep them happy (at your own cost).
• It gets more resistance.

Do different

Turn things around and think of your customers. Better yet, talk to them.

• Where do they see things?
• Where’s the value for them?
• Are they underserved?
• Are they overserved?
• What are they trying to achieve?

Ask yourself: If this (new raised) price is here, what could we do for it that is worth it AND have fun?