"Your can't compare apples to oranges"

Pricing is one of the biggest issues facing all businesses and yet most people seem to get it wrong. They simply haven't got a clue how to set their prices. But the truth is that having the lowest price is not really an advantage and having the highest price is not really a disadvantage, because price is rarely the determinate factor in selling.

Most business owners look at what their competitors are charging then set their prices a little bit cheaper or bang in the middle. This is a big mistake because you're leaving yourself wide open for attack and you're not differentiating your self from your competitors.

This is a weak approach from business owners who are simply too scared to increase their prices incase they lose existing or new customers. Or they're just scared of what their competitors will think of them. You'll never be truly successful with that mindset.

If you live by price then you die by price. All it takes is for one, or all, of your competitors to undercut you and you're finished.

Once you escape a price competitive environment, via positioning and guerilla marketing you really can "set your own price".

MOST ADVICE YOU GET ABOUT DEALING WITH PRICE RESISTANCE IS WRONG

If you deal with price resistance by arguing in favor of your better service or higher quality then you'll still find your sales work difficult. People do want superior goods and services but they still don't want to pay premium prices from them. Many business owners fight this battle every day with their customers unnecessarily.

The secret is to switch the standards of comparison between you and your competitors. Compare apples to oranges and throw in the superior quality at no extra cost.

Reinvent your products/services by packaging them up. Add value, bundle goods and services together, include delivery, warranties, cast iron guarantees, desirable bonuses, payment plans, VIP membership clubs. If you offer a service, throw in some products and if you offer a product, include a service.

If you have already set your prices for a product or service which you don't want to change, then fine. Simply keep the existing product/offer at the current price and then design 2-3 premium packages, say Silver and Gold.

Give your customers the choice and they will most likely choose the middle or silver option, if it's appealing enough. They in effect decide what they are comfortable with and how much they are willing to give you. This is one of the most powerful sales tactics I know of.

Always offer the Premium Gold package first and all the other packages will seem cheaper. If you want to sell more of your Gold packages then introduce a Gold Plus option, and so on.

Remember some sales tactics have worked for thousands of years and still work today.

'The 'Widget' normally costs $199 but you can have it today for just $99' etc. Ok, your customers aren't stupid and neither are we.

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