Standing in a torrential downpour at a music festival, I realised that we are all equal when we’re soaking wet. We’re all as vulnerable as each other.
It doesn’t matter if you have an expensive haircut or a tailored suit on. All that matters is that you’re wet.
Maybe the rain can break down the communication barriers we suffer everyday. Maybe all meetings should be conducted in a rain storm where no-one has the upper hand.
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Seth Godin, master of the blogging universe, recently wrote an article about choosing your customers.
As usual, he’s thoughts are far more advanced than mine – I’m behind him again.
He’s right though:
You get to choose them, not the other way around. You choose them with your pricing, your content, your promotion, your outreach and your product line.
When you start a business, your first customers are your most important customers. As a result, you might drop the price or give them extra credit to get them on board. Please don’t.
Be confident that your prices are right and if you’re selling a service, make them sign a contract. If they’re legitimate, they won’t refuse.
By discounting, you’re reducing the value of your product or service.
For example, the psychological quality of a pairs of jeans is directly proportional to the amount you pay for them. Chances are if you compare a cheap pair with an expensive pair, you’ll find they were made on a similar machine in a similar factory in a similar country.
Your prices pretty much dicate the quality of your product. Whatever you’re selling, make sure it’s priced correctly. On most occasions, people don’t care about features or benefits – they care about cost. And if yours is the same price as everyone else’s – your product is the same too.
Set your prices at the right level to get the right customers. If you want cheap customers, offer a cheap service.
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