89
From imagination to…From imagination to…
pricing for profit
Chapter 8
Many companies act as though 100 per cent of the population is price-obsessed.
This
delusion nibbles away at their profits and attracts only the most disloyal of all customers....
More
89
From imagination to…From imagination to…
pricing for profit
Chapter 8
Many companies act as though 100 per cent of the population is price-obsessed.
This
delusion nibbles away at their profits and attracts only the most disloyal of all customers.
Jay Conrad Levinson—Guerrilla Marketing
Key points
Price is about value—it’s not about being ‘cheap’ or
‘expensive’.
There are various methods you can use to set prices, but
ultimately the market will decide what you can charge.
Keep in mind the type of business image you are trying to
portray when setting your prices.
Consider your pricing as
part of your overall business strategy.
Pricing is often a difficult issue for budding entrepreneurs because
if you get it wrong it can be disastrous for your business.
Too high
and you won’t make enough sales to generate the profit you require;
too low and you will make lots of sales but still not generate the
profits you need.
This can be especially difficult if you’ve c
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