{"id":4591,"date":"2019-08-30T08:35:06","date_gmt":"2019-08-30T08:35:06","guid":{"rendered":"https:\/\/www.fatrank.com\/?p=4591"},"modified":"2022-01-19T08:01:13","modified_gmt":"2022-01-19T08:01:13","slug":"setting-the-right-price","status":"publish","type":"post","link":"https:\/\/www.fatrank.com\/setting-the-right-price\/","title":{"rendered":"Setting The Right Price"},"content":{"rendered":"<p>How much should I charge for my service <a href=\"\/about\/james-dooley\/\">Dooley<\/a>?<\/p>\n<p>I get asked this question a lot and setting the right price is so important to business profits.<\/p>\n<blockquote><p><strong><em>There is no such thing as a price that is too high if someone is willing to pay it<\/em><\/strong><\/p><\/blockquote>\n<p>So many <a href=\"\/entering-entrepreneurship-the-digital-workshop\/\">entrepreneurs<\/a> do this wrong and it can affect your business growth significantly.<\/p>\n<h2>Pricing Your Product<\/h2>\n<p><span style=\"font-weight: 400;\">For your product to be successful, you have to take into account more than just a great idea or service. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pricing your product correctly is imperative, along with understanding your customers budget and completing a thorough competitor analysis. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">From personal experience, bundle building, cross-selling and upselling is also crucial when pricing your product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We spoke with a bunch of entrepreneurs on their top tips to pricing your product\u2026 Here\u2019s what they had to say:<\/span><\/p>\n<h3>What is the customer willing to pay for my product?<\/h3>\n<p><span style=\"font-weight: 400;\">It&#8217;s very easy to fall into the trap of \u2018assumption\u2019. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We as humans make subconscious assumptions of what a customer would be willing to pay without even asking them. This behaviour is also known as unconscious bias, where we stereotype and form opinions which dictate how we influence others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will find many companies use the method cost-plus pricing, for e.g. if your product costs \u00a31 to make, they will sell it for \u00a32. Pricing SHOULD be only be based on what the customer is willing to pay. If your product has <\/span><strong><i>value<\/i><\/strong><span style=\"font-weight: 400;\"> to the customer then they will pay a lot more than double.\u00a0<\/span><\/p>\n<ul>\n<li><em><strong>Selling your \u00a310 product for \u00a31000 = successful product.<\/strong><\/em><\/li>\n<li><em><strong>Selling your \u00a31000 product for \u00a31000 = You don&#8217;t raise the price &#8211; You get the f#ck out that business.<\/strong><\/em><\/li>\n<\/ul>\n<p>Do not waste time trying to sell products with little profit or value. Move on and find a service which is profitable but clients can see value in what you do.<\/p>\n<h3>What kind of customer do I want to target?<\/h3>\n<p><span style=\"font-weight: 400;\">The key is to target customers who value your product the most.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mass selling to larger market isn&#8217;t the most effective system if your product is of high value. You can make lots more money per sale from a more calculated audience by sectioning your audience into unique price points.<\/span><\/p>\n<h3>Competitor Analysis<\/h3>\n<p><i><span style=\"font-weight: 400;\">HOW does my customer care? <\/span><\/i><span style=\"font-weight: 400;\">If your customers haven&#8217;t done their pricing homework then <\/span><b><i>you<\/i><\/b> <span style=\"font-weight: 400;\">are your only competitor.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">WHO are my competitors? <\/span><\/i><span style=\"font-weight: 400;\">If your product is the best then you have no competitors because your sales techniques need to market yourself so they cannot compare your product alongside any other.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember to understand the awareness of your product, especially its value.<\/span><\/p>\n<h3>The Rule of Three<\/h3>\n<p><span style=\"font-weight: 400;\">Studies have found that giving a customer only 2 options to choose from will automatically find the customer opting for the cheapest option. Giving them 3 will offer a happy medium (nobody wants cheap).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also carefully wording your 3 options will play a powerful part in your customers choice. No-body wants <\/span><b><i>basic<\/i><\/b><i><span style=\"font-weight: 400;\">, <\/span><\/i><span style=\"font-weight: 400;\">most will want <\/span><b><i>upgraded<\/i><\/b><i><span style=\"font-weight: 400;\">, but <\/span><\/i><span style=\"font-weight: 400;\">everybody is interested in<\/span> <b><i>premium<\/i><\/b><i><span style=\"font-weight: 400;\">\u2026. <\/span><\/i><span style=\"font-weight: 400;\">People will pay for the best of the best<\/span><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<h3>Savvy Seasonal Selling<\/h3>\n<p><span style=\"font-weight: 400;\">Observing customers buying habits will tell you everything you need to know when it comes to adjusting your prices. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the occasion, customers can easily change their willingness to pay. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We have all been guilty of panic buying at the airport or last-minute Xmas eve shopping for our loved ones. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we NEED it we will pay anything for it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do your research!<\/span><\/p>\n<h2>Reasons To Charge More<\/h2>\n<p>There are many reasons why you need to charge more than what you think is a sensible price.<\/p>\n<h3>Real Differences vs Perceived Differences<\/h3>\n<p><span style=\"font-weight: 400;\">Selling the benefits of your product to the customer is the only way you can charge a higher price than a competitor selling the same product for less. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are selling your product for \u00a31.99 and the business down the road are selling the exact same product for \u00a31.49 then your customer will expect to be explained the difference in value. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether that be real differences (product development) or perceived differences (marketing &amp; sales).\u00a0<\/span><\/p>\n<h3>Selling Intangible Benefits<\/h3>\n<p><span style=\"font-weight: 400;\">Imagine purchasing a mobile phone simply because it was the most expensive phone on the market, the newest model and had features you couldn&#8217;t even pronounce. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now imagine buying a mobile phone that was going to connect you to your loved ones across the world and capture the best quality photos of the memories you make. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Selling intangible benefits is about connecting with your customers and showing them the impact it can have on their life.\u00a0<\/span><\/p>\n<h3>Bundle Building<\/h3>\n<p><span style=\"font-weight: 400;\">Bundling products is a great way to show your customer they can get more for their money. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look at McDonald&#8217;s. Why would you only buy a burger when you can have fries and a drink for a better value. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bundle building benefits both the seller and the buyer. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As long as the customer says YES to price you can pretty much bundle anything.<\/span><\/p>\n<h3>Discounts and Promotions<\/h3>\n<p><span style=\"font-weight: 400;\">If you have to discount your product on a regular basis to ensure a sale then you&#8217;re either targeting the wrong audience or the features of your product aren&#8217;t what customers want to pay for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2018Sales and offers\u2019 shouldn&#8217;t dictate the success of your product. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep them infrequent.<\/span><\/p>\n<h2>How to Charge Your Customers?<\/h2>\n<p><span style=\"font-weight: 400;\">Creating a model that fits with how your customers want to buy your product or service is crucial especially when it comes to renewal\/retention. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There isn&#8217;t one solution fits all. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s easy to fall into the habit of how easy the initial sale is but d<\/span><span style=\"font-weight: 400;\">on&#8217;t forget to invest in your loyal customers.<\/span><\/p>\n<p>Existing customers are much easier to upsell or cross-sell to because already know who you are and the value you can bring.<\/p>\n<p><span style=\"font-weight: 400;\">It could be a one-time fee charge, annual, monthly or rental opportunity.<\/span><\/p>\n<p>If you can get your customers onto a recurring payment strategy this is best in my opinion.<\/p>\n<h2>Value Research Surveys<\/h2>\n<p>The first step to setting the price of your product\/service is to carry out a value research survey.<\/p>\n<p>A pricing survey is built out of a set of questions and answers that are used for evaluating customer reactions regarding price changes.<\/p>\n<p>Some questions in the value research surveys you would be wanting to ask are:<\/p>\n<ul>\n<li>What is the price you are willing to pay for goods and services based upon the cheapest price point vs premium maximum cost?<\/li>\n<li>Why would this product benefit you?<\/li>\n<li>What is the value in the service provided?<\/li>\n<\/ul>\n<p>A key ingredient to setting prices properly is to understand a company\u2019s goal.<\/p>\n<blockquote><p><strong><em>The market price people are willing to pay for a unit of a particular commodity is determined by what your target audience sees as value for money<\/em><\/strong><\/p><\/blockquote>\n<p>The value research surveys allow entrepreneurs to see the price points the target audience is willing to pay depending on quality.<\/p>\n<h2>Conclusion<\/h2>\n<p>Price should not ever be determined by cost + % profit.<\/p>\n<p>It needs to be worked out on <strong>what your target demographic is willing to pay.<\/strong><\/p>\n<p>The willingness to pay test will determine the right price on what your customers perceive <a href=\"\/is-yellow-pages-business-advertising-value-for-money\/\">value for money<\/a>.<\/p>\n<p>Perceived value pricing is not based on the cost of the product, but it is the value which the customer thinks that he\/she is deriving from consuming a product or a service.<\/p>\n<p>Work out the <a href=\"\/growing-customer-lifetime-value-is-essential\/\">lifetime value<\/a> on what you are providing to your customers to see whether you are underselling yourself.<\/p>\n<p>Setting the right price on what your clients are willing to pay can literally double your company profits if your service is of value.<\/p>\n<h2>All Growth Hacking Related Posts<\/h2>\n<p>Check out the in-depth list of growth hacking posts.<\/p>\n<ul class=\"lst lst--us lst--1\"><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/about\/james-dooley\/\">About James Dooley<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/alpha-digital-group-limited\/\">Alpha Digital Group Limited<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/virtual-assistants-are-a-must\/\">Are Virtual Assistants a Must?<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/branded-corporate-video-production\/\">Branded Corporate Video Production Service<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/chiang-mai-seo-mastermind\/\">Chiang Mai SEO Mastermind<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/delegation-is-the-key-working-on-not-in-the-business\/\">Delegation is the Key - Working on (Not in) the Business<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/digital-nomad-life-lessons\/\">Digital Nomad Life Lessons<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/exponential-growth-in-business\/\">Exponential Growth in Business<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/full-service-marketing-agency\/\">Full Service Marketing Agency<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/growing-customer-lifetime-value-is-essential\/\">Growing Customer Lifetime Value Is Essential<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/growth-hacking\/\">Growth Hacking<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/manchester-seo-meetup-mastermind\/\">Manchester SEO Meetup Mastermind<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/nifty-stats\/\">Nifty Stats<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/standard-operating-procedures\/ordering-content-sop\/\">Ordering Content SOP<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/setting-the-right-price\/\">Setting The Right Price<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/standard-operating-procedures\/\">Standard Operating Procedures<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/odys-global\/\">The Ultimate Guide to Odys.Global<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/upranx-digital-marketing\/\">Upranx Digital Marketing<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/delegation-is-the-key-working-on-not-in-the-business\/what-influencers-say\/\">What Influencers Say About Delegation?<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/why-is-mads-singers-the-best-business-management-consultant\/\">Why is Mads Singers the Best Business Management Consultant?<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/why-use-onlinejobs-ph-to-delegate-tasks\/\">Why Use Onlinejobs.ph To Delegate Tasks<\/a><\/li><li class=\"lst__el\"><a href=\"https:\/\/www.fatrank.com\/wilmslow-seo-mastermind-meetup\/\">Wilmslow SEO Mastermind Meetup<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>How much should I charge for my service Dooley? I get asked this question a lot and setting the right price is so important to business profits. There is no such thing as a price that is too high if someone is willing to pay it So many entrepreneurs do this wrong and it can [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4614,"comment_status":"closed","ping_status":"open","sticky":false,"template":"wetpour-template.php","format":"standard","meta":{"inline_featured_image":false},"categories":[39],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Setting The Right Price - Willingness To Pay Strategy<\/title>\n<meta name=\"description\" content=\"Find out how to price your products or services. 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