BIG MISTAKE (1 of 10) according to Peter Thomson

Forgetting to include the “key ingredient” in your price (*)

• We overlay our perception of value on others’ prices
  
• Credibility of the source is important
  
• Credibility of the buyers is important
  
• People believe free advice and expensive advice
  
• People don’t believe advice that’s at an average price
  
• People will never consistently be who they are not, do what they do not coherently do, believe or value
• You want consistent action taken with congruence with your beliefs
  
• You want to be on the edge of expensive because belief creates action which create delight with results
  
• You should get paid in life for what you’ve done – not what you do - e.g. plumber’s detailed invoice: £10 for the kick and £90 for knowing where to kick
  
• It’s not about what your business makes for you but what it makes OF you
  
• The brand of the supplier is in the eyes of the customer
  
• The question to ask yourself is are you charging enough for your personal experience in the deal
  
• In answer to the price objection that others are cheaper: “we don’t mind our competitors charging less – they obviously know what their service is worth”

(*) the "key" is your experience!