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Marketing Insights

Here’s How Low Prices Can Hurt Your Business

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One of the key ingredients of success in the business world is pricing products and services correctly. Pricing what you sell correctly will boost your sales and create a foundation for your enterprise to succeed. When you implement the wrong pricing strategy, you will create huge problems that your enterprise might fail to overcome.

When you walk around, you’ll find low prices everywhere. Some giant retailers such as Costco and Walmart have built their empires through low prices. Others use low prices to win in saturated industries. If you’ve lowered the prices of the products or services that you offer, you may need to pause and analyze your strategy. Lowering prices is not a bad strategy to win more customers. However, you need to ensure that your strategy will work in the long run.

If you’ve lowered the prices of the products or services that you offer, you may need to pause and analyze your strategy.

How your price your products and services determines how your customers perceive your brand. Charging too much will result in low or no sales. On the other hand, charging too little can accidentally reduce the value of your brand. In this post, we are going to discuss how low prices can harm your business and the best pricing strategies to use. Let’s get started!

Price and value

What is value? For most customers, value is the quality of the products or services that the seller offers. We all want high-quality products and services. We want to get the most out of every transaction that we engage in. Quality is the one thing that differentiates luxury brands from normal ones. While it may sound ludicrous to some, some people put great value in investing in expensive brands such as Mercedes, Lamborghini, Rolex, and Louis Vuitton to name a few.

For most customers, value is the quality of the products or services that the seller offers.

These organizations have statements and expressions that scream status and wealth. As you look at these businesses, price does not influence the purchasing decisions of their consumers. In fact, low prices can indicate that the product is inferior, fake, and undesirable.

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Have you undervalued your products or services?

Most brands in our modern world are not in the position to deliver statements of wealth and status like the organizations that we’ve discussed in the preceding section. However, they do offer valuable products and services. And their prices should reflect this. You need to communicate the value that you offer to your consumers for your enterprise to grow. So, how do you figure out if you’ve priced what you offer correctly? Here are some red flags to look out for:

You never have time to improve your business: If you are always busy from the time you walk in till late in the evening, chances are, you are undervaluing your most important resource – time. You need to find time to analyze all areas of your business to boost its growth. When you don’t have time to work on your business, you’ll end up undervaluing the brand that you’ve worked so hard to build. You need to prioritize your tasks and delegate others to Proessaywriting.com to free up your time and improve your business.

When you don’t have time to work on your business, you’ll end up undervaluing the brand that you’ve worked so hard to build.

You cannot meet your expenses: If your expenses have risen in the last few months and you haven’t adjusted the prices of your products and services, you will have a hard time surviving in the future. You need to look at all your current expenses such as the cost of goods, rent, and salaries, and adjust your products and services accordingly to boost the growth of your business and your income.

Your customers wonder: Are your customers wondering why you are cheaper than your competitors? If yes, this is not a good thing. It’s a warning sign that you need to adjust your prices accordingly. Your customers will start thinking of the corners that you cut to keep your prices low. And this will damage your reputation in the long run.

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Pricing your products and services appropriately

1. Be clear about earning money

To price your products and services accordingly, you need to be clear about you’re  goals. Do you want to generate more revenue and profits? You need to sell products that can cover all your expenses and generate a profit. Most entrepreneurs believe that price boosts sales. However, your ability to sell is the one thing that determines the sales you make. Therefore, it’s important to develop the right sales and strategy and hire the best salespeople.

2. Know your customer

Conducting extensive market research is essential to know your target market. You need to know their age, needs, and how you can solve their problems using your products and services. Finding out what they buy and whether they are price sensitive are keys to pricing your offerings accordingly. You cannot start selling without knowing your customer. You should do your research while designing your products and services. Failing to conduct market research can lead to wastage of time and resources in the long run.

To price your products and services accordingly, you need to be clear about you’re  goals.

3. Know your expenses

A fundamental ingredient of pricing is covering all your expenses and factoring in your profit. This means that you need to know the costs of your products, how much you need to mark up, and the quantity you need to sell to make a profit. The cost of a product does not just include the cost of items that were used to produce the product but also the overhead costs.

Overhead costs include rent, shipping, and salaries to name a few. You need to include all these costs to avoid serious problems in the future.

4. Knowing your target revenue is key

Having a target revenue enables you to know the amount of profit that you want your business to generate. Factor in all costs associated with producing, marketing, and selling the products and you’ll figure out how much you’ll charge per product. If you only sell a single type of product, all you need to do is estimate the number of units you need to sell over the next period. And divide the revenue target by the units you need to sell. If you have different types of products, you need to allocate the revenue target by every product.

The cost of a product does not just include the cost of items that were used to produce the product but also the overhead costs.

5. When to lower prices

You may have priced your products too high. And this has probably hurt your business. To reduce your prices, you can choose to discount products or give them for free to get them to try a wide range of products. People love gifts and discounts. However, lowering your prices is not always a good strategy unless you want to get more people to know your brand or if your competitors are adjusting their prices.

Conclusion

You need to ensure that you have priced your products and services accordingly by monitoring your prices regularly. You need to focus on the profitability of all the products that you offer. Taking the time to monitor all aspects of your business and make necessary changes will pay off in spades in the long run.

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Author Bio:
Jake S. Platt is 31. He has a master’s degree in marketing and currently started his way as a content writer. Wrote his first story at age 15, now he brings his decades of experience to inspire people to explore the world.

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Topics: Marketing, Business Management, Retail

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