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What about their budget?
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Even when you hear me say (over and over) that your price has nothing to do with your customer's budget, you can always find a workaround. If their budget is way off your minimum, you have 2 options. Saying No. Saying Yes. Wait... Saying Yes? To lower than MY minimum??? WTF, Rod? You can say yes, in a way that's profitable for you. You may not deliver the whole thing you have in mind, but there might be something you could do, and make it profitable for you (I'll say it just in case anyways: something that will MAKE your customers' life better):
You can get (more) creative in ways to serve your market, than going full steam on. Or you can just write answering their emails publicly... like... in a daily publishing practice... :) Paraphrasing Blair Enns on pricing: "There is no price at which you can't deliver a profitable solution." |
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.
Price is the representation of your promise. If you have a high price, the implied promise is that it's of high value. It's the right message. If you have a low price, you're also sending the right message: of low value. The understanding of it is like a force of nature: it just happens. And fast. The question is: do you intend to send the message of low value or of high value? Either is ok. There's a market for everyone. Are you making the right message?
More often than not, there is a big focus on revenue as the thing to measure (success, growth, improvement). All of this nonsense of "Orders. Orders. Orders." The thing is, to someone new into a business or sales, this misbelief is misleading. Instead of seeing revenue as a proof of concept and an enabler of cash flow, they see it as the end. And then fail. On top of that "Orders, orders, orders." hides something unintendedly: you get to be an order-taker. Taking orders. Following orders....
Choosing revenue means choosing vanity. It means that what's important is what goes into the business. The today, rather than the long game. It dilutes the way you make decisions, because it's revenue over all. It dilutes your power to say no. It pushes you to comply with what your customer demands. And when revenue is not hitting the mark, you stench of desperation. So you get pushed down. To what they say. In fear. Revenue is not all.