Marketing Services: The Pricing Discussion

Price is a prime concern when customers shop for goods. But when they shop for services, price is secondary. For service customers the primary concern is your ability to deliver the service professionally and in a timely manner.
Therefore the discussion of price should come much later when marketing services than it usually does when marketing goods. Indeed, in marketing a service, your goal should be to postpone a discussion of price until people have substantively decided that they want to do business with you.
The early part of your marketing message must primarily be about the extraordinary benefits which you provide, with no mention of the fee for your service. Before you ever talk about price, your objective is to have potential buyers highly enthusiastic about the value which you deliver, so enthusiastic that they are receptive to a substantial fee for what you provide.

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