Plus: 13 benefits clients will happily pay for.
By Rob Nixon
As you go through the journey of value belief and client value perception, you have to be conscious of price parity.
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If a client has been paying $5,000 for your service and even if you feel it is worth twice as much, the client may not pay much more for it – particularly if it looks like the same service. Your client might pay 15 percent or 20 percent more, but double? – give me a break. Unless you completely redesign your product offering so it looks completely different, your current client will have a hard time paying the price.
But when it comes to new services that the client has never bought before – different story. There is no price parity with a new service that has not been purchased before – charge at will!
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