Bob Barker used to point out when the price was right but what happens to your business when the price is wrong? Getting pricing wrong is one of the biggest and costliest mistakes you can make and that applies whether you’re a sole proprietor or a Fortune 500 company.
First, a little pricing math. Let’s say you sell a widget for $100 and your gross profit on said widget is $30. After taking out overhead, you’re down to $10. Then the tax man comes along and takes $4 of that leaving you with a whopping $6 on your $100 sale.
Here’s the critical part – imagine you want to win a new customer over with a teensy weensy little $1 discount. Sure it’s a 1% discount to him but you just blew a 10% hole in your overall profitability (changing pricing doesn’t change your cost of goods or your overhead and, after tax effects, the majority of that price decrease hits your bottom line like a sledge hammer).
Conversely, if you’re in a position where you can increase pricing by $1, you’ve just increased your profits by 10% (and in this economy, that’s huge). Pricing matters. Bigtime.
The mistake we often make is in thinking it’s only a 1% price change. You have to look at it from a profitability standpoint. Knowing how hard it is to keep your pricing intact, here are two thoughts on how to get the pricing right regardless of the business you’re in: