We must be able to explain why our price may seem higher than that of a competitor. If we can't explain our prices, we shouldn't be charging them. There are certain costs which must be figured into our price. Account for each and every one! And know how much competitors are charging for similar services, especially if they are bait and switch type operations.
Customers are barraged with price ads. If we haven't justified our price, our prospective customers may try one of the low-price merchants. A competitor who embellishes the truth has a chance to gain those prospects one time. But the company that "tells the truth, the whole truth, and nothing but the truth" all the time will win in the long haul.
Segments of Bane Clene® Institute's curriculum are devoted to profitable pricing of services and how to advertise to specific markets. If pricing or advertising is a problem for you, try to make it to our school in Indianapolis when it's convenient.
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