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The 20 business development pricing tools, truths and techniques 35
impressive time factors in getting the job done or on delivery;
personal or business reputation;
quality – give examples and evidence;
specialisation;
ability to solve the customer or client’s problems;
willingness to go ‘the extra mile’;
guarantees;
helpful payment methods;
being pleasant, polite and interested.
How many ‘weight blocks’ like these, or others, can you come up with
relating to your products and services?
Make a list of them now with possible examples and options. How many
are you currently using in your communications?
4. Bundle in and include as much as you can
How many elements can you bundle into your product for an inclusive
price? How many component parts are there to your service?
The more individual elements there are and the clearer you spell these out,
the greater the perceived value to the customer and the more they will be
prepared to pay. Regardless of the business you are in, actively and crea-
tively explore what you can include. There is usually something.
Let’s take a trade services example to illustrate how it is possible to be inno-
vative with ‘bundling’. With apologies to any decorators who are reading
this, don’t just say you will paint and wallpaper someone’s house and give
them a price. Break down all the possible elements of your service into
bullet points and nd things that create the ‘added value’ feel. For example:
a no-cost home visit to measure and give a xed quotation;
supply colour charts and wallpaper sample books to be left for an
agreed time;
a book of reviews and comments from past ‘happy customers’;
free virtual design samples of rooms e-mailed to the prospect;
a free guide to interior design;
supplying of all paints and wallpapers at trade prices;
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