Do you set your prices according to what you believe your market can afford? If you’re a professional, do you offer a sliding scale for payment? When anyone requests a price break, do you automatically agree? All of the above practices carry a danger that can needlessly keep your revenues down.
 
When you’re tempted to set low prices, remember these points:
 
1. What someone can afford and what they will pay aren’t necessarily related in any logical or predictable way. I’ve had clients hire me who had next to no income or savings, while someone earning a six figure turnover or salary decides the same offering costs too much.
 
2. Someone may ask for or expect a bargain, but end up paying the original fee.
 
3. What you say about your products and services, and how you present your company and conduct yourself, influence what folks will pay.
 
4. Those willing to pay more may be the most loyal, trouble-free clients to work with.
 
Test your prices, instead of making assumptions about what your customers can afford!  You may be pleasantly surprised!