
How high can you price your product or service? There is no simple answer. It depends on what you are selling, who your customers are, what your competitors charge and, most importantly, what customers believe your product or service is worth.
Many businesses take a straightforward approach to pricing. They calculate their costs, add a profit margin and then look at what their competitors are charging. If everybody in the neighbourhood charges R500 a day for house-sitting, for example, that becomes the going rate.
But what if your product or service offers something better than the competition? Could you charge more?
This is where pricing becomes interesting, particularly for businesses offering something distinctive rather than a standard product or service.
A conversation about cookware recently got me thinking about this.
Consider a company such as Carol Boyes, which sells designer tableware and other household products at premium prices. Four of its sketchbook-designed plates can cost around R1,500, depending on the range. Customers are paying for more than the basic function of a plate. They are buying the design, the brand and the appeal of owning something distinctive.
Now consider a retailer such as Home Stuff at Ferndale on Republic shopping centre in Randburg. Its range includes Mason Cash mixing bowls from England, Guzzini glassware from Italy, Le Creuset cookware and an extensive selection of Maxwell Williams products.
These are different brands, products and price points, catering to customers with different preferences and budgets.
The examples illustrate why pricing is not simply a matter of calculating costs and adding a profit margin. Some customers want a functional product at a reasonable price. Others are prepared to pay more for design, quality, brand reputation or exclusivity.
Three ways to approach pricing
There are three common approaches to pricing.
Cost-plus pricing means calculating what it costs to produce or supply a product and adding a profit margin. It helps ensure that costs are covered, but it does not necessarily reflect what customers might be prepared to pay.
Competition-based pricing means looking at what other businesses charge for similar products or services. This is useful in markets where customers can easily compare prices, but it can lead to businesses simply copying their competitors.
Value-based pricing takes a different approach. It considers what the product or service is worth to the customer. That value might come from superior quality, convenience, reliability, design, exclusivity or the financial benefits the customer receives.
For a business with a distinctive offering, this last approach is particularly worth considering. A consultant whose advice saves a client a substantial amount of money, for example, may be able to charge a much higher fee than someone offering a more routine service.
The question is whether customers recognise the difference and are willing to pay for it.
What happens if you raise your prices?
Suppose you believe your product is worth more than you are charging. Before increasing the price, you need to consider how customers might respond.
Will they continue buying at the higher price, or will they switch to a competitor? If you sell fewer units, will the additional profit on each sale compensate for the lost volume? Could a price increase improve your profitability, or would it simply make your offering less competitive?
You also need to consider what differentiates your product from the alternatives. If customers cannot see a meaningful difference, persuading them to pay more may be difficult.
And a premium price creates expectations. Customers who pay more will expect the quality, service and overall experience to justify what they spend.
There is no guarantee that increasing prices will improve a business’s financial performance. Equally, keeping prices low simply because that is what competitors do could mean missing an opportunity to earn a better return.
Pricing decisions therefore require research and careful consideration of the market, customer behaviour, costs and potential demand.
If you are contemplating a significant change in your pricing strategy, it may be worth consulting a specialist who understands value-based pricing and can help you assess the opportunities and risks.
The objective is not necessarily to charge the highest price possible. It is to establish whether customers would be willing to pay more for what you offer, and whether doing so would make your business more profitable in the long run.
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