There is almost always a misunderstanding among contractors and clients alike when it comes to the cost of things. Anyone wants something of a certain value and more often than not, wants it as cheaply as possible. It’s the old having a “Cadillac on a Volkswagen budget” thing, if you are as old as me and remember that phrase. People want the nicest of things but shop by the cheapest costs and often settle for lesser quality just to have a facsimile of the thing.
Pricing represents value for sure. But, price and value can take on very different colors. Let’s take cabinet makers as an example. Bob, just Bob, makes custom cabinets by hand out of the best solid wood available and his craftsmanship is beautiful. He operates out of his 2 car garage and has very low overhead. A cabinet from Bob costs $300.00.
Joe has a company of 10 employees that makes custom cabinets out of a decent grade wood, has automated equipment in a large facility that can pump out many cabinets at a decent quality. There is a machine operating here that needs a definite amount of energy every month in the form of money to keep that machine (the company) in operation. A cabinet from Joe costs $250.00.
And then there are big box stores (orange or blue in color) that stock cabinets that look nice but are made out of particle board with silk screen finishes that require assembly. There is questionable quality but it IS a new cabinet, even if not custom, it will do. A cabinet here costs $100.00.
This concept can be applied to any product or service. It can also be used to back up your prices being fair and competitive in your market. As you can see you must compare what you do and provide against what the price is, convincing or showing the client the value, as well as why you are better than the lower cost bid.
People want proof of what you do and what you have done. Have samples, brochures with lots of pictures and client testimonials. Showcase your work and let that promote for you. Have a killer website which shows your work, your capabilities, your facility and your craftsmen along with their qualifications as well as their accomplishments credentials, certifications, education, etc.
It is important that your previous and existing clients back up the story you tell. If you do that then people will be happy to pay your price because others already have, all the while vouching for you.
In my book, The Nuts and Bolts of Erecting a Contracting Empire, Chapter 4 tells you how to properly price your products and services and how you correctly use the money to keep your company going and growing.
So, if you are having a struggle with pricing the value of your products and services, you may want to have a look at our online course just for Chapter Four.