|
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. |