10/09/2026
โ๐๐จ๐ฐ ๐ฆ๐ฎ๐๐ก ๐ฆ๐๐ซ๐ ๐ข๐ง ๐ข๐ฌ ๐๐ง๐จ๐ฎ๐ ๐ก?โ ๐๐๐ฒ๐๐ ๐ญ๐ก๐๐ญโ๐ฌ ๐ญ๐ก๐ ๐ฐ๐ซ๐จ๐ง๐ ๐๐ข๐ซ๐ฌ๐ญ ๐ช๐ฎ๐๐ฌ๐ญ๐ข๐จ๐ง.โฃ
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A lot of small business owners price in one of two ways.โฃ
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โ๐๐๐ ๐ค๐๐ง๐จ ๐๐ง๐ ๐๐จ๐ฆ๐ฉ๐๐ญ๐ข๐ญ๐จ๐ซ?โโฃ
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Or:โฃ
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โ๐๐๐ ๐ค๐๐ง๐จ ๐๐ง๐ ๐๐จ๐ฌ๐ญ ๐ค๐จ? ๐๐๐ ๐ฆ๐๐ซ๐ค๐ฎ๐ฉ.โโฃ
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Those are useful references.โฃ
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But they are not the whole story.โฃ
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Because your price should also consider:โฃ
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๐๐จ๐ฐ ๐ฆ๐ฎ๐๐ก ๐ฏ๐๐ฅ๐ฎ๐ ๐๐จ๐๐ฌ ๐ญ๐ก๐ ๐๐ฎ๐ฌ๐ญ๐จ๐ฆ๐๐ซ ๐๐๐ญ๐ฎ๐๐ฅ๐ฅ๐ฒ ๐ ๐๐ญ?โฃ
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Take a service business.โฃ
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If your service costs you โฑ10,000 to deliver, cost-plus pricing might tell you to charge โฑ13,000 or โฑ15,000.โฃ
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But what if that service helps the client:โฃ
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save โฑ100,000,โฃ
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avoid a major penalty,โฃ
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increase sales,โฃ
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or make a better business decision worth much more than your fee?โฃ
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The customer is not only buying your hours or your cost.โฃ
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They are buying the ๐ซ๐๐ฌ๐ฎ๐ฅ๐ญ.โฃ
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Same with products.โฃ
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A machine may cost โฑ800,000 to produce.โฃ
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Cost-plus may tell you to sell it at โฑ1M.โฃ
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But if that machine helps the customer save โฑ500,000 a year and increase production significantly, its value to the customer may be much higher than the cost of producing it.โฃ
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Even simple consumer products work this way.โฃ
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A cup of coffee can sell for โฑ40, โฑ100, โฑ180, or more.โฃ
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The cost of the coffee itself is not the only thing being priced.โฃ
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People may also be paying for convenience, location, brand, consistency, service, or experience.โฃ
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So I like to think about pricing this way:โฃ
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๐๐จ๐ฌ๐ญ ๐ ๐ข๐ฏ๐๐ฌ ๐ฒ๐จ๐ฎ ๐ ๐๐ฅ๐จ๐จ๐ซ.โฃ
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๐๐จ๐ฆ๐ฉ๐๐ญ๐ข๐ญ๐ข๐จ๐ง ๐ ๐ข๐ฏ๐๐ฌ ๐ฒ๐จ๐ฎ ๐๐จ๐ง๐ญ๐๐ฑ๐ญ.โฃ
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๐๐๐ฅ๐ฎ๐ ๐ก๐๐ฅ๐ฉ๐ฌ ๐ฒ๐จ๐ฎ ๐ฎ๐ง๐๐๐ซ๐ฌ๐ญ๐๐ง๐ ๐ญ๐ก๐ ๐ฎ๐ฉ๐ฌ๐ข๐๐.โฃ
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This does not mean you can just charge any amount you want.โฃ
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The customer still needs to ๐ฌ๐๐, ๐ฎ๐ง๐๐๐ซ๐ฌ๐ญ๐๐ง๐, ๐๐ง๐ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐ ๐ฏ๐๐ฅ๐ฎ๐.โฃ
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And competitors still matter because customers always have alternatives.โฃ
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But if you only price from your cost or your competitorโs price, you may be leaving value on the table.โฃ
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๐๐จ๐งโ๐ญ ๐ฉ๐ซ๐ข๐๐ ๐จ๐ง๐ฅ๐ฒ ๐๐ซ๐จ๐ฆ ๐ญ๐ก๐ ๐๐จ๐ฌ๐ญ ๐ฎ๐ฉ๐ฐ๐๐ซ๐.โฃ
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๐๐๐๐ซ๐ง ๐ญ๐จ ๐ฅ๐จ๐จ๐ค ๐๐ซ๐จ๐ฆ ๐ญ๐ก๐ ๐๐ฎ๐ฌ๐ญ๐จ๐ฆ๐๐ซโ๐ฌ ๐ฏ๐๐ฅ๐ฎ๐ ๐๐๐๐ค๐ฐ๐๐ซ๐.โฃ
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