Do you customers understand your price?

What type of customers are you trying to reach?

Some people will say, all of them. That is a mistake.

There are customers who only want the cheapest price. The problem with building your business on these people -- it is really easy for people to come in and steal them. All they have to do is be a dollar cheaper.

The old saying says if you want to live with the classes, sell to the masses.

I believe that the masses want value. If you can explain to the masses why your prices are what they are, they will buy what you are selling. I heard of a business who was three dollars more than one of the box stores on automotive service. The difference between what the independent does and the big box store does is no contest. But the independent has to communicate the difference.

Make sure your advertising communicates your price and what they get for the investment. Here are some tips.

1. Don't be afraid to attack the box store and explain why you are a little higher.  Never pick on the smaller business, but you can attack the big boys.
2. Have professionally produced collateral material explaining the difference.
3. Communicate with your customers in between the times that they need you.

If you want them to understand your price, you have to explain it to them. Good luck.