Guide 5 of 10 · about 20 minutes

Sharpen your offer and pricing

A clear offer makes every other bit of marketing easier. If people can’t tell what they’ll get, roughly what it costs and what happens next, they’ll go to someone who makes it obvious.

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How should a small business set its prices?

Work out what each job really costs you, including your time, then look at the value customers get and what similar businesses charge. Price for the value you deliver rather than to be the cheapest, and show at least a starting price so people can tell whether you’re right for them.

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Your offer

Name your core offer, the thing you most want to sell.Usually the one with the best margin and the happiest customers.
Turn it into two or three clear packages.Good, better, best works well. Most people pick the middle one.
Create an easy first step.A free check, a fixed-price starter, a short consultation, a taster session. It’s far easier to say yes to than “get in touch for a quote”.
Add a promise that takes the risk away.“We’ll be there when we say, or the call-out is free.” Only promise what you can always deliver.

Your core offer, packages and first step

Your prices

Check your prices cover your costs, your time and a fair profit.Many small businesses undercharge. If you’re busy but not making money, look here first.
Compare your prices with your three competitors.You don’t have to be cheapest. You do have to explain why you’re worth it.
Show prices, or price ranges, on your website.It saves time on enquiries that were never going to buy, and it’s exactly what AI assistants like to quote.
Put a date in the diary to review prices every year.Small, regular rises are easier for customers than big jumps.

Your prices or price ranges

Next: Set goals you can measure See my marketing plan

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Sharpen your offer and pricing

Your offer

Your prices

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