Tuesday, September 10, 2013

Find it Difficult Setting Your Prices? You are Not Alone!


Created by Kimberly Kline, API

“Pricing is actually a pretty simple and straight forward thing.  Customers will not pay literally a penny more than the true value of the product.”

               Ron Johnson


Still confused?  So was I!

What is “true value”?  Determining that was not “simple and straight forward”.

In the beginning, 
I was afraid of losing or scaring away 
potential clients by overpricing my services.  
I also was having a difficult time determining a fair price.

For me, it was much harder deciding on prices for my “services”. Services are not tangible and, therefore, more subjective. 

Over time, I learned that 
You need to find a way to 
set a price on your services 
based on your expertise, knowledge, and time.  The more you believe in what you are selling, the easier it becomes to charge what it is worth.


This can be especially hard for women to achieve.  Placing value in our own worth is sometimes difficult.  Consequently, the prices we place on our services also suffer.

First, it is essential that you believe in yourself.  You know you are providing a quality service, so make no apologies.  If you act with confidence, it will not be long before your clients believe in you too.
Consider these 3 Things
When Setting Your Prices:

  • What Does it Cost You to Provide Your Service?
Knowing what bills you need to cover, whether there are any out of pocket fees, and how long it takes you to complete your service is crucial.   Each of these needs to be factored into your price.

  • What are Your Clients Really Paying For?
Think of what you provide that others in your market do not.  What do you do better than them?  Exceptional quality and true customer service are often more important than price.  

You can’t forget that your clients are paying for your expertise.  It has taken you time to gather your knowledge and skills.  It can be what sets you apart.  That needs to be factored into your prices.

  • Is What Your Competitors Charge Relevant?
The truth is that it may not matter.  Proving that you are offering more “bang for their buck” will eliminate the response “but I can get the same thing for _____”.

Make sure what you are offering is not the “same thing”.  Show how you are different, and you will make the sale regardless of your price.  

There is a perception that “you get what you pay for”.  Don’t fall into the rut of setting or lowering your prices to the point that your perceived value plummets.  It can be difficult to recover - and raising your prices afterwards can be hard to justify.

In this economy, that can be a hard line to take.  What I have done is a little different.  Instead of lowering my prices during these hard times, I have held them steady.


My clients appreciate that I understand their own struggles to keep their businesses going.  And they also realize that I am in the same boat.  It has really helped me generate loyalty and the feeling that we are partners in each other’s success.

Through it all, my focus stays on the Value of my Services.  My value goes beyond what I charge.  It is a culmination of my knowledge in my field and the way I treat my clients.

When I began to truly Believe 
that I offered Quality, it showed.  
I found myself recognized in my market and able to build a reputation on it.

I know You can Do the Same!



Authored by  






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