CHAPTER 14
Getting your price right
Six reasons not to be cheap as chips
Getting your price right is hugely important. A 10 per cent increase in your price can increase your profits by as much as 40 per cent.
Setting the right price can be a tricky process. This is because price is tied up with the whole notion of ‘worth’ and is a very emotional issue. People often find it hard to ask a fair market price for their product or service because deep down they have a low sense of their own self-worth.
To get round this whole emotional minefield, people (and far too many business books) rely on technical pricing solutions. The ...
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