Wednesday, June 6, 2007

Guest Post: Pricing - What Do Customers Really Want?

Editor's Note: Here is the second of our guest posts this week. Richard Garber is one of the newest members of TVCNet and he offers his insight into pricing consulting services.

A few months ago at the Boise Public Library I saw an interesting book on the new books shelf by Lawrence L. Steinmetz on How to Sell at Margins Higher Than Your Competitors : Winning Every Sale at Full Price, Rate, or Fee (Wiley, 2006).

Dr. Steinmetz also has discussed this topic briefly in a magazine article titled “Price equals perception” or “How to turn a ‘price’ buyer into a ‘value’ buyer”.

You probably know the phrase “Good, cheap, quick. Pick any two”. One consultant I know did very well with the combination of good and quick. He had learned to offer premium 24-hour turnaround on lab work to his aerospace and electronics clients, along with quoting for the usual five or ten day response time. Often they would pay twice as much for quick results. His lab got a regional reputation that removed their services from being considered a commodity.

Some buyer behavior reminds me of an old Woody Allen joke… Two elderly women are at a resort, and one of 'em says, "Boy, the food at this place is really terrible." The other one says, "Yeah, I know; and such small portions."

About the author
Richard Garber is a materials consultant who has twenty years experience in failure analysis – figuring out why systems, products, or components either busted or rusted. You can see a profile of his business on the TVCNet directory under the Technical Consultant listing.

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