Good point, Adam. It's helpful to some of us with products/services in the lower price range (<$150?) to think in terms of profit first, then volume. Also, when thinking about my own purchases as well as setting my business' prices I think in terms of percentages: is my price within 15% of my competition and the difference in quality is at least 15% better? Is that XYZ I'm considering buying within 15% of the other brand's XYZ? If so, that's my comfort zone for getting the perceived quality of the brand I choose. Coke and Pepsi may have similar price points and different brand perceptions (however slight), but buying a premium cola such as Jones or a smaller boutique bottler comes at a premium price. Apples to apples, pears to pears, etc. We all have different thresholds, and finding what's comfy is important. It can be hard to quantify subtle differences in quality, but it's one slightly tangible way of figuring out, justifying and feeling comfortable with prices. Building the brand to include the perception of a higher quality is all part of the game.

You are so right, Matt! It's so important to stay in the real world, and that includes pricing. Be your best customer for a few minutes and imagine paying more (or dramatically less) than your competitors charge for almost the same thing... you did, and you came away with great results. Congratulations!

Thank you for addressing this topic! This is also true when a service is the product: some consumers really want to pay a lot for a perceived bigger value, but some are quite content to pay a little less for a simpler, stripped down service.

I double checked the facilities available at SeaTac, and the airport actually looks like a great spot for what is needed.

Any ideas in the SeaTac airport area? I'm looking for a meeting/classroom for one day use in May '10 for 10 people and a very low price of $50? Not in a restaurant if possible, as this will be used for a professional testing situation.

Thanks in advance!

This terrific discussion points out one things: we need a change in health care in the US. It may not become the perfect system (whatever that is), and it may still not be as good as Canada's (whatever that is - Len describes it beautifully and is so appreciative of it, but it seems there are confusions on the south side of the border). Sort of like slamming a finger in the door: you don't care how the door gets opened, you just want a change. Please. Soon. For everyone.

This is so interesting! A. I don't care if a blogger is a woman or a man. B. If you're talking about business blogs only, yes, there are more men with business blogs than women, but there are so many other blog topics and areas that are dominated by women.

Does it really matter?

Keeping it simple is so important. Turn the tables around: thank your clients for their business, tell them how much you enjoy working with them, and ask for a referral. This way they feel good, recognize the positive services and relationship you provide, and from there it is so easy for them to refer others to you, and perhaps you to others. (That kind of referral can be great because it's different and you're in the driver's seat: "SoandSo asked that I contact you, she explained that you are looking for suchandsuch service.") Best of luck - it's so important, and yet sometimes awkward to find the words and the moment.

What a great article! Your article teaches, challenges and entertains.

Fish Bowl Farm: Walk, trot, and canter, Horses and ponies teach us, Dressage, jump lessons.

Well said (and experienced), Rick. Likewise, I would be the hungry equestrian if I didn't sometimes take less favorable clients/jobs. My horses are my colleagues, and they would be hungry as well, and that would be very bad. I can handle my hungry computer, phones, saddles and fencing, but living overhead is different...

If we model our behavior on providing for someone else (employees), we might be more flexible with our niches. This is not a bad thing, but rather something to learn from. If one has five employees and the choice is to lay off one or two vs. taking different work and keeping the staff, I think most entrepreneurs would take the different work and save the employees. As solopreneurs it is not shameful to turn down business when it is necessary, even when it means changing a bit. To each his own, but I'd rather keep on keepin' on than sit stagnant and not earning (and learning).

"Telling a story" is just what folks call it today. It's the same as it always has been: use a few effective words and images (and sounds where appropriate), ask for the next step (call, email, sale), and succeed. I agree, Gulliver, it's a matter of finding the clients/users that fit what we have to offer. It's very ok for the ones we don't want as clients to go elsewhere.

It seems that so much of what we consume is intangible, and maybe that's why the story concept is so popular. When we have a thing to sell it usually sells itself by demonstration or description. When we have an idea or service to sell we have to sell the person with the idea or service; hence that person's story.

See product/service. Understand it. Choose it or walk by and continue looking. End of story. Pun intended.

Corey, Great article! I just decided to do video testimonials, and your article is kicking me to do it right away! I think one more thing I'd add is: - Where appropriate, use a video testimonial of the client using/doing/showing the benefit of the product or service one provides, with their voice over testimonial. It's like a one-two punch! I can't wait - thanks for the great push!

Thank you for a clear, helpful article. Just as we should all do a "drive by" of our web presence, we should look at our door (or gate, in my outdoor setting) as if seeing it from clients' and potential clients' points of view.

Ditto ad infinitum! We all know that being in business means responding to prospective business. Period. It doesn't matter how you feel that moment - compose yourself and return the call! The indy biz folks I deal with are so good, that if they don't get back to me PDQ I worry that they have had an accident or are really ill! When we surround ourselves with nonflakes we elevate ourselves. Hopefully the flakes will just blow away, or wither from lack of good attitude and good business.

Sometimes the children don't behave as we'd like, and the "children" of BizNik/Dan & Lara are way out of their control - undoubtedly a weird feeling. Thanks for the reminder that we all need to behave!

If it's something you want to try, talk to someone who does it as their niche, see if you can work together so you can learn from a pro. Your clients will appreciate your professionalism and the specialist you work with will appreciate your referral and training. Perhaps splitting the fees in a way that you both benefit so it's a win-win financially and as a networking and learning experience. I too try to only work in my niche, but sometimes the buck has to win out -- and I keep it in mind, being positive that something has come along to help me, even if it's a different job than I usually like to take.

Getting back to the "how much is attractive enough" %-off discounting... Giving something away is obviously a great attention getter, but also a great expense for the small business. I offer a buy X get 1 free in my business to new clients, and referring clients get 1 free as a reward. My business is weekly horse riding sessions, so it's often the first to go in a family's/individual's budget. Giving something away in a series is a more attractive way of saying X% off. For new students I offer a buy-7-get-the-8th-free, which is of course just 12.5% off. Because it's a weekly activity over two months it seems amazing to get one free to clients, and sets them up to become regular weekly riders. I only offer the 8-for-7 package to new clients; regular clients buy packages of 4 sessions, so they get a bonus lesson with every package of 4 for each new client they refer.

Daniel, I like the use of the word "infiltrate!"

Yes, Annie! Indeed, encouraging our potential customers to seek others if it's not a great fit for us promotes us as professionals who truly want what's best for the client - a good fit. The maturity and perspective to suggest someone go elsewhere often sells us for future projects when we are a good fit. We're in business for ourselves because we love what we do (hopefully!), so we may as well choose the projects where we can shine.

Thank you, Daniel, Bob and Lori for a fun, helpful evening!

I see the same disconnect, and have also been concerned that "it was just me." I have decided it's a small community thing (clubbiness, tradition, negativity towards healthy competition, etc.), and in a small place like Vashon it's more pronounced. Small town + island with no bridge = exclusivity and insular attitudes? Like any other small community (family, office, school, etc.), if we don't go outside the community for some fresh air and ideas we get insular and negative.

How can we turn around the establishment business institutions? By challenging the set ways they work and infiltrating groups with positive attitudes and energy. Will it work? Who knows!