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Mark Wickersham (UK):
The Value Pricing System
in this post I’m going to Or great ones?
So what about the clients we’d all love
to get? Those ambitious, forward-thinking entrepreneurs who want to build a great business? Well they’d take one look and say, “Crikey! That’s so cheap there’s no way it can offer the quality I need.” Beware the “prices from” trap
In a nutshell, when you start to
compete on price, you simply lose good-quality clients. However, don’t
try to get round this by saying, “Prices from …”. Firms do this
because they want to start a conversation and then, once they’ve hooked the client, hopefully get much bigger prices. The problem is, “prices from …”
creates a reference price or an anchor in a client’ head. And then, when they contact you to set up a meeting and you start to talk about higher prices, they’ll see these as expensive and are more likely to push back. So please, please, please don’t put
prices on your website. It’s a mistake
that I see all the time. All that you’ll be doing is focusing on and winning the price shoppers. (More of Mark!) Better pricing = higher profits
If you have a service business, you can
earn much more from this series. Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help their customers with their pricing. Thank you for the positive response to
posts on this topic and the action taken. Please tell your friends!
Those links again:
The Value Pricing System
Effective Pricing for Accountants (book)
The Power of Price Psychology
Monthly Mentoring
The complete guide to menu pricing – NEW!
(video training programme) How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) Grab them NOW and claim the true income
that you earn!
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