And The Uninitiated, Naive And Luddites Do What?

Unfortunately, when faced with the sort of issues I've discussed in the last four posts, some Service Professionals take a predictable but less than brilliant course of action.  It all seems so very reasonable to them, but it's not the best strategy they could follow.

Their preferred techniques include trying to increase efficiency by lowering fixed costs, basing their prices on customers' willingness and ability to pay, or trying to be something they're not.  By this I mean either charging for:
* "Stuff" - Acting like a commodity business
* Tangibles - Acting like a goods business
* Activities - Acting like a service business, or
* The time customers spend with them - Acting like an experience business

“Their preferred techniques include trying to be
  something they're not”

What they don't seem to realise is that following the herd in this way could easily mean that they:
* Miss out on the greatest payoff in terms of profit - This comes from strategic pricing!
* Miss out on charging for demonstrated outcomes achieved by customers - Acting like
   the transformation business they actually are
* Fail to notice that as professional service providers, they are already providing
   transformation!
* Fail to notice that they are already at the top of the curve!

Professional Service Providers who charge for their time or their materials, or whose prices are influenced by their competitors can find out how to get paid what they're really worth at www.sws_emp.co.uk.