I was talking to a new client last week about their pricing structure as they hadn't done anything with it for the past three years....

Yes, three years!

However when I explained why this was wrong and that he had to do something about it immediately, all I got was a series of excuses.

Yep - plain ole simple excuses!

Anything that meant he couldn't grow his business for fear of upsetting his current customers (who in reality are buying less now than last year or the year before...)

And this may have some resonance with you.

You see, there are tiers of pricing for just about every product of service in the marketplace today and there a few simple rules to remember:

1) There is no such thing as a set price for your "thing." Don't believe me? Looka t buying a car - there are lots of different prices on display for lots of different, but similar things. And because of this, you can choose your price.

2) Set your price, believe in it and stick with it. When you are not clear on your pricing (or your terms), other companies in your marketplace, or even your customers will set them for you.

3) Work out who can and will pay your price, and then focus 100% on them. Ignoring and not engaging with people who can’t or won’t move to your price point saves time, hassle and sets your positioning.

If you think about luxury cars - they have a price range, depending on the product and the customers they are targeting - and they don't waver from this approach.

So have confidence in your price and stand your ground!

Speak soon,

James