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Confused customers don’t buy. A service menu should make the next step feel obvious.
Customers rarely buy a technical process. They buy a working laptop, safer data, a faster office or the relief of knowing somebody dependable will answer when there's a problem. Your service menu should make those outcomes obvious.
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OTROS EPISODIOS EN ESTE PODCAST
Profit on paper won’t help when the bank account is empty. Cash flow keeps the doors open.
Profit on paper doesn't pay suppliers when customers have not paid you. Cash flow problems often begin with small habits: ordering parts before taking a deposit, allowing business invoices to drift or ho…
Diagnosis is valuable work. Treating it as free teaches customers to value it at exactly that price.
Diagnosis is skilled work. It uses time, tools, experience and judgement, even when the customer decides not to continue. Treating it as free teaches customers that your most valuable thinking has n…
Discounting can feel like the fastest way to save a sale. It can also be the fastest way to damage your margin and your confidence.
When a customer says the price is too high, the first instinct may be to defend it or cut it. Both reactions can damage trust. A price objection is often a request for…
A price that wins the job but loses the profit isn’t a win.
Price should fund the service you promise. If it leaves no room for proper testing, good parts, insurance, training and the occasional difficult job, the customer may receive a cheaper invoice but a weaker service.
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If you don’t know what an hour really costs you, every price is a guess.
Your wage is not your hourly cost. A charge that looks generous compared with an employee’s pay can still be unprofitable once non billable time, rent, vehicles, software, insurance, tools, tax and rework are included.
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