Kenny Chapman: When price doesn't matter
Don’t let fear rule.
Price is a topic everyone wants to discuss and everyone has an opinion about, and you are probably wondering why I am even implying there is a circumstance when price doesn’t matter. Before you start thinking I’m crazy, let me explain.
Pricing your services correctly is extremely important when it comes to profitability, but the way some owners (and managers and techs) view pricing is ridiculous. Yes, I said it. Some owners (and you might be one of them) are afraid to raise their prices even slightly out of fear all their clients will immediately flee and start doing business with the competition! This is crazy thinking.
I’ll tell you what’s really important: The value behind the price. This includes your overall level of client service, online reputation, professional training and the effective use of technology.