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My area is really price sensitive

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Quite often, when I talk about pricing, bookkeepers tell me “my area is quite price sensitive. I can't charge that much.”

In the last few years I've heard this about Yorkshire, Lancashire, Cornwall, Wales, Scotland, Midlands and almost every other part of the UK. I'm never really sure where this idea comes from, but it's demonstrably untrue. Clients are not price sensitive, they're value sensitive.

 

If we look at the reality of this comment we can see how untrue it is. Go...

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Selling is a Rollercoaster

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Sometimes the best inspiration comes from somewhere totally different from our profession. By looking at what other sectors do well, we can take their ideas and adapt them to suit our business.

One of the businesses I've been noticing recently that can teach us a lot about pricing is Merlin. Their pricing strategies are amazing and employ every trick in the book.

If you've not heard of Merlin, they are the people who own the attractions like Alton Towers, Thorpe Park and the London Eye.

Want...

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Absolute or Relative

As humans, we’re not good at absolutes.  We can’t look at a colour and tell the exact hue.  We can’t life a bag and say exactly how heavy it is.  We can’t hear a sound and tell how loud it is. Our brains are just not programmed to allow us to do that. We are experts at comparisons though.  We can see two colours and say which is the most red.  We can lift two bags and say easily which is the heaviest.  We can hear two sounds and...

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