Charging What You’re Worth - Knowing where to Hammer.
Posted by Alex | Filed under Articles, Business, General
Often small businesses find it difficult to justify their charges or worse still don’t charge what they’re worth. In my industry people aren’t always aware how your pricing system works or the REAL value in what you do. I recently had this problem with one client. Although we’d improved his internet marketing by optimising his Google Adwords account saving him at least £7000.00 per yeah he felt that because we hadn’t spent a fixed amount of time on every month on his campaign we’d not delivered what we promised (we don’t sell our service by the hour.)
I tried to communicate this with a simple story -
A man was suffering a persistent problem with his house. The floor squeaked. No matter what he tried, nothing worked. Finally, he called a carpenter who friends said was a true craftsmen. The craftsmen walked into the room, and heard the squeak. He set down his toolbox, pulled out a hammer and nail, and pounded the nail into the floor with three blows.
The squeak was gone forever. The carpenter pulled out an invoice, on which he wrote the total of £45. Above the total were two line items:
Hammering , £2
Knowing where to hammer, £43
The simple message is this - Charge for Knowing, not for Doing.
