In anything we're looking to buy, there are two things in place that speed up our buying decision, and, are most likely to speed up the decision of your prospects too.
These two things are certainty and choice.
Certainty in how much we have to pay to acquire a good or service, and choice in terms...
Back when I acquired my firm in 2008, things were pretty tough.
We were poor on our systems… we had no “ideal clients”… our pricing wasn’t great, and we had a high staff turnover.
Basically, we were a sinking ship.
And so I realized I had to do something about it...
Imagine walking into a restaurant and when you want to order Sushi and ask how much it would cost they would say £20 per 10 mins of cooking. Wouldn't that be bizarre? OK so it might appear a tad facetious.
But pricing your accounting (or legal) services based on time spent appears exactly...
That's too expensive
(Really)
You: my clients are so price sensitive
No they're not!
Most people in society are not price sensitive
They are VALUE sensitive
If your clients:
- buy their coffee from Starbucks
- have an iPhone
- drive a premium brand car
They CANNOT be price sensitive ...
So today i'm going to tell you the story about Stella Liebeck and mcdonald's and how we can learn something about pricing from this 2.9 million dollar cup of coffee. So back in 1994 a lady called Stella Liebeck, drove up to mcdonald's drive-through with her grandson, they bought a cup of...