Mindset covers tactics.
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Some of pricing is tactical:
Using tiers & leveraging pricing curves
Using a flat-rate for productized services
Anchoring high and listing prices in descending order
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Some of pricing is mindset:
“I haven’t raised his price in 20 years and I think he’ll feel betrayed”
“I’m worried my clients will leave”
“I feel guilty; I know higher prices will be a burden for some clients”
“These were my very first clients; they helped me get my practice off the ground”
“But tax returns are so easy; I feel guilty charging that much”
“They’re going to think I’ve gotten too big for my britches”
“I would never pay that much this”
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Tactical pricing information is useful, but it’s unlikely to be implemented when pricing mindset issues are in the way.
Like paper covers rock, pricing mindset covers pricing tactics.
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Consider putting your thoughts about new prices onto paper, for objective review.
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