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Join me on Tuesday for this webinar:
Pricing for Improved Profitability
Tuesday  |  11 AM ET  |  45 min  |  FREE

I am often asked, "How should I price my ______?"

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If a pilot came to me and asked, "How should I price my piloting services?"

I would ask:

Who do you want to fly around?

What's it worth to them?

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He could fly many people – business travelers, execs, sight-seers, military families, pro athletes, remote-seeking adventurers, refugees, vacationers.

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Those with greater buying power will pay more to get somewhere.

Those who strongly desire to get somewhere will pay more to get there.

If the pilot is the only one going where those people want to go, at the time they want to leave, in the style they want to go in, their desire to get there is strong, and they have a lot of buying power, he can command a premium price.

But if he wants to enjoy his work, the pilot must begin by asking, "Who do I most want to fly around?"

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"I'll fly anyone!" is not a helpful answer when trying to price.

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Plenty of people want to fly. 

If the pilot wants to improve his prices, he must pick a sub-group to understand what they want and value most before he can price.

The question, "How should I price my piloting services?" cannot be asked in a vacuum.

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The question, "How should I price my accounting services?" cannot be asked in a vacuum.

Plenty of people want accounting, tax planning, and tax strategy. 

"I'll work anyone who can fog a mirror!" is not a helpful answer.

If the CPA wants to improve her prices, she must pick a sub-group to understand what her clients want and value before she can price.

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You can’t price until you know who you’re selling to.