Be confident in your price

Author - Mick Merrick

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Be confident in your price

Here in the UK most of us now are what we call “sophisticated buyers”. That is to say, we recognise that, by and large, we get what we pay for.
 
So when you are tempted to offer a really low price in order to drum up some more business, you could in fact be damaging your prospects.
 
A friend told me once about his cousin who opened a gym in New York. In the US almost everyone has a personal trainer, and so offering this service is vital if you want people to come to your gym. This cousin wanted to get a big client base quickly and so he targeted the customers at the nearby gyms with a really low price for his personal trainers - half the rate of the competitors.
 
After a month he still had very few customers, and so he started ringing the people who had shown initial interest to find out why they hadn’t joined his gym. The overwhelming answer was that they believed the trainers couldn’t be any good as they were so cheap.
 
Once he put up his prices business began to take off.
 
Your pricing says more to a prospect about your company than any sales literature ever can, so be confident, and the customers will be drawn to you.