Friday, June 24, 2011

Price Yourself Right and Your Story

You need to tell customers your story. You need to differentiate yourself from all the other plumbers, hairdressers, gastric surgeons, whatever.

What is your story, and how is that communicated to your target audience? Remember that price is included in your story.

Do you have a story to tell around your price?

Are you midfield - the same as everyone else?

Do you stand out as being cheap - why is that?

Does your price have lots of asterisks and small print at the bottom of the advert or invoice?

Does your price include loads of disclaimers… or is your price backed up with a guarantee (lifelong, money back, 20 years etc)?

The way you communicate your price says a lot about the way you do business – work on getting your story, your product/service and your price representative of your values.

Pricing yourself right is about knowing who you are and what your values are. And if you are selling a product, it is about knowing what qualities and values your brand stands for.


©2011 Jane Francis is the author of Price Yourself Right: A guide to charging what you are worth (ISBN: 0-595-38601-6) available at Barnes and Noble (USA), WH Smith (UK) or online at amazon.com or amazon.co.uk Her new book 'Price Talks: The Little Book of Price Psychology' is available as a kindle download from the amazon kindle store Just 99 cents!

Jane Francis is available as a Professional Speaker, Coach and Seminar Leader to help sales teams and companies pitch and present their price with creativity and confidence. Email

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