Under-pricing for PR services can lead you to work harder for less money while your competitors are growing. Here’s how you’ll know if your pricing needs adjusting.
There are several reasons businesses can end up under-pricing their services. To start with, it can happen out of a lack of experience, the desire to establish a more substantial presence in the marketplace, or fear of losing customers.
But in most cases, lower prices will be detrimental to the business.
Besides not being a financially sound strategy, under-pricing can leave an impression of less professional service and drive off potential customers.
Here are the crucial signs that indicate your prices should be higher.
Sign 1. Your Profits Are Too Low
If your business is doing well and there are plenty of customers, that the profits are lagging is a sure sign your prices aren’t high enough.
Running a business isn’t free, as people, accounting, and other necessities come at a cost. Besides, your work has value and the hours invested shouldn’t leave you struggling. However, your business should do more than get by – it should grow.
If you can’t afford to employ more people or get better resources, there’s no question your profits don’t align with effort.
Sign 2. Customers Never Try to Bargain
Many owners try to satisfy every customer by offering low prices. While this strategy can initially be ideal for attracting new customers, the right price for your service will always be one that faces occasional resistance. If you determine that no one finds your prices to be too high, it could be a sign you should be charging more.
When you have plenty of paying customers and some of them try to bargain, you’ll know your pricing is on the right track.
Sign 3. Your Sales Can’t Meet the Demand
Lower prices will attract more customers, which naturally leads to more work. But when the work becomes more than your business can handle, raising prices could be the best way to bring matters into balance.
One of the crucial aspects of business is achieving sustainable growth, a large part of which is growing your business capacity along with the customer base. Proper pricing can be very helpful in that regard.
Sign 4. Competitors Are Thriving
Being cheaper than your competitors would seem like a good idea. But if you’re overworked and left without the necessary resources to grow your business, the market could quickly outpace you.
Customers often form an opinion about a service through pricing and won’t always go for the most inexpensive option. In fact, in many cases, the middle-priced offers are most successful, so if your pricing is below that threshold, your business might start losing customers.
Find the Right Pricing
Finding the middle ground between being too cheap and too expensive takes experience and careful consideration. Talk to your accountant who can help you decide the best pricing strategy and you’ll see your business grow and become more competitive in the market.