My first Publication The Creative Space November 2019 | Page 6

Topic
“Do not compromise
on the quality and
your customers will
not negotiate on the
price.”
- Amit Kalantri is
the author of three
books “I Love You
Too”, “5 Feet 5
Inch Run Machine
- Sachin
Tendulkar” and
“One Bucket of
Tears”
2. They want people to come into their "Brick and Mortar", so it's
really a marketing strategy.
But what about the client who is coming from far away and doesn't
have a credit/debit card, (or anyone for that matter) shouldn't they
have an idea of how much a product/service will cost?
However, all is not lost.
Recently, I hosted a workshop on pricing as part of our "Building
Your Entrepreneurial Framework Series." In it, we
discussed some of the emotional issues around pricing. These
include:
 Not wanting to lose the sale;
 Not wanting to lose the customer;
 Being perceived as “too expensive”;
 Not sure of your “Value Proposition”-a.k.a., your ‘secret
sauce’
Without giving too much away (this workshop will be run again in
early 2020), these concerns can be easily addressed as:
1. Not wanting to lose the sale - There will be other sales;
You’ll never run out of opportunities. As long as you keep improving
your product, they’ll always be new customers to engage and
enchant;
2. Not wanting to lose the customer- Is this “really” your “ideal
customer”?
This problem only exists if you're trying to sell to everyone. The
real trick in this game is to find out who YOUR customers are and
to serve them faithfully. Then price becomes immaterial since they
will pay you regardless to what the market will bear.
3. Being perceived as “too expensive”. This is a double-edged
sword; as compared to what/who? Again, this speaks to your
position in the market.
Not everyone will be a market leader. Some will serve a niche
market and achieve success “Staying in their Lane”. If that is
you, then pricing for the masses and not the classes means that
you'll always have the sale.