Article- The Psychology of Pricing - Provided by BusinessInfoGuide.com

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THE PSYCHOLOGY OF PRICING
By Megan Tough
In case you hadn’t noticed, people can react very differently when faced with the same price for a product or service. In fact in most cases, we’ll never actually know what is in their minds when they consider a price and then decide to respond to it in certain way. So what does that mean for those of us pricing and selling our services out there in the market?

Typically, people who sell services go for an hourly rate. They use a process called “reverse competition” to determine what their rate should be. This is where you take a look at what your geographical competitors are charging, and you decide where in the range you want to fit on the spectrum of hourly rates. Inevitably, we choose a rate somewhere in the middle, so we can say that we’re not the most expensive, but neither are we the cheapest!

What kind of message are we sending out to our clients with this approach?

We’re showing absolutely no differentiation from any other company – just sticking ourselves straight down the line. In other words, we compete with everyone! Not a very prudent marketing decision.

So pricing simply using an hourly rate that sits in the middle of the spectrum is, in my view, a wasted opportunity to create a point of difference with your offering. Let’s think more broadly for a minute about what we are actually offering to your clients: Regardless of what our specific offering is, we all offer some combination of:

Quality, Price and Service

QUALITY

Quality has become an expectation - the minimum you need to be in the game. It is similar to a high school degree - no one cares if you have one, but watch out if you do not. Quality is no longer an effective differentiator. So if you are going on about the exceptional quality of your service

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