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Mark Wickersham (UK): As the Amazon number-one best-selling
author of “Effective Pricing for Accountants”, I’d like to talk about why you should always reveal your most expensive solution first. A lot of research has been done in
this area and
there are a number of ideas we can learn from it to improve our pricing strategy and income. Create a high reference price – and
watch clients spend more One key idea is top-down pricing.
Basically,
it means we should always
talk to clients about our most expensive option first because it creates a reference price, or an anchor. And what the research has found
is that when we talk about the most expensive option first, people end up spending more money than if we’d revealed the cheapest first. A related idea that I also teach is the
price-order effect, and what this says is that you should reveal your prices in a certain order. Sometimes we might
have an oral conversation with a potential client about our services, and – using top-down pricing – we’d talk about the most expensive first. But next – if they don’t buy at this
price, and only if they don’t buy – we’d talk about the second most expensive, then the third and so on. We’d do it in that order. That’s what I
refer to as top-down pricing. You can learn more about pricing by
watching this: The Power of Price Psychology
Check it out NOW! Yet more of Mark’s work: Becoming the sought-after expert(video training programme)https://www.wickersham.co.uk/a/8772/wWVxKzFL How to build an online mentoring group (video training programme) https://www.wickersham.co.uk/a/8773/wWVxKzFL In case you missed this: (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 complete guide to menu pricing – NEW!
(video training programme) Effective Pricing for Accountants
Monthly Mentoring
How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) The Value Pricing System
Grab them NOW and claim the true income
that you earn!
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