Unless you are in the business of widgets, pricing and realising the value of your service can be tricky. If we take out the spreadsheets and the formulas we are left with our own perception of value and the intent of the customer to have the ability to pay.
When you hear the phrase ‘it’s too expensive’, don’t be deterred. Here is a simple analogy; if I have $20,000 and I want a Mercedes that is $100,000, the Mercedes is not ‘expensive’, it is beyond my budget. That’s the mindset you must-have when it comes to your pricing strategy.
If you are clear on your core customer and have a product or service that aligns with their budget and expectations then it is all about ensuring both parties benefit from the transaction.