The Two Things Every Customer Wants

When your customer buys from you there are two things they want.  Every time.  You must understand these.

So what are these two things? 

Your customer needs CERTAINTY

When you buy you want to know exactly what you're getting and how much it’s going to cost. The problem is, the old way that as a profession we’ve priced - time-based billing - is a redundant way of pricing, and by definition pricing based on time gives no certainty for the customer.  Whilst you might tell them your hourly rate, they will never know until the job is done how many hours it will take. So we must get away from time-based billing because customers hate it.

Your customer needs CHOICE

The other important thing for a customer is CHOICE! We want to have the freedom to decide things on our own, to make choices because we are all different. We want a solution that meets our own specific needs.

As an example, think about the most profitable company on the planet – Apple.  If you want to buy something from Apple, for instance a computer, they will give you choice. They will give you three options, three choices. And even once you have chosen the computer that you want, Apple then take you through an upsell process that offers you more and more things to customize your purchase so that you can have the computer that exactly meets your needs.  We love that as customers.

We want to be in control of the process. We want to choose the components and the package that best meets our needs.

This video explains this in much greater detail.  Click on the link below to watch it now.

You can watch the video here.

A system for doing this

From the example above, and knowing that customers want certainty and choice, we must give them that when we price our services. We need to make sure that we have a process for giving a fixed price and that price is chosen by the customer.

One way of doing that is by using a piece of software called Cloud Pricing. Cloud Pricing is an incredible tool that you can use live in front of your clients, to involve them in the pricing process and to give them a fixed price. And by involving them in the pricing process we ensure that they choose the price that is right for them based on their circumstances and based on what they value.

A process you can use

When you apply these two things in your business, you can completely transform the way you price and get the results you’ve always wanted!

If you found this valuable and would like to learn more about value pricing, I run a free live online training session every month with a topic chosen by you. Attend live and you can ask me any questions you have. Click here to register and I will send you an invitation to the next session.

Wishing you every success on your pricing journey

Mark Wickersham

Chartered Accountant, Public Speaker and Author of Amazon No.1 Best Seller “Effective Pricing for Accountants”