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Greedy
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Asking for the budget and insisting to know it. It feels not right. It feels greedy. I feels like if your customer has X, you'll charge X. It feels like a rip off. It feels you'll take advantage. It feels unfair. Fairness. A fair price. "It's fair to have your costs covered, and add some margin." You cannot charge more. The customers will feel ripped off. Unless... your customers are happy, delighted and want to give you MORE of their money for what you offer them. Fairness has to do with what's fair TO THEM. And in their perspective, it's all about if what they get is more than what they pay for. And your business is about them, your customers. Don't judge. You're not greedy. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
One way to protect margins is by being more efficient (though always taking your costs as the base for it). What if you forget about your costs for a moment? What would make what you're offering worth their money to your customers? A way to define that is by what it's worth to them. Not you. Not your costs. Not your margins. Not your offering (be it a product or a service). You can start by figuring out what it is that they're after. What's the outcome they seek. And work your way down from...
Protect your margins overall. Find ways to improve your efficiencies. Cut costs. Add extras to what they pay. Transfer costs out (to your customers). Control scope better. Adjust your rates to inflation. Sure. Makes sense when thin margins is all you have. And when you know only that cost reduction is what keeps you alive. What if you shift from costs to value?
Being transparent about how you set the price you give. It has nothing to do with your customer. It's all internal. It's about how you can capture the most of the value your customer gets from you, and that's it's clear to you and the people who are involved in it, at their own levels. aka. from marketing to brand to accounting to finance to sales, etc. "But what about being transparent with them? It feels like we'd be lying." Understandable. And your customer doesn't actually care. If they...