Sometimes I think I'm nuts starting my own business 2 years ago (but I wouldn't have it any other way). Shortly after starting the business I knew I was in trouble because I had a great product but didn't have a clue how to sell it. I'd set up a quote by estimating how much time it would take me and then multiplying that by my hourly rate. The result was that things would take me 4 times as long and I was making less than I would have on food stamps… and not getting any sleep.
It wasn't until I met Matt Nettleton wee nweta ụfọdụ ịzụ ahịa na ahụrụ m njehie nke ụzọ m. I bụ ịchọpụta uru ọrụ m bara, dị ka atụmatụ m si gosipụta, kama ikwe onye ahịa m iji ọrụ ahụ kpọrọ ihe. Enwere m ike ịrụ ọrụ na saịtị ndị ahịa abụọ dị iche iche wee gbanwee mbọ ha na-agba n'ịzụ ahịa, ma otu nwere ike ịme ọtụtụ narị dollar na onye ọzọ nwere ike ịme ọtụtụ narị puku dollar. Otu ọrụ values ụkpụrụ abụọ dị iche iche.
That change in the way I did business skyrocketed my business. I still have many small customers, but that's been overshadowed by the large customers that jiri ọrụ m kpọrọ ihe karịa n'ihi mmetụta dị ala na nzukọ ha. Ihe nzuzu bụ na obere nkwa anyị nwere ugbu a bụ ihe siri ike karị n'ihi na mmụba 10% nwere ike ghara ikpuchi ọrụ anyị kwa ọnwa!
Otu onye jụrụ m ụbọchị gara aga ma m chere na ọ bụ ezi echiche kwupụta ọnụahịa maka ọrụ na saịtị ha. They thought it was a great sign of transparency and would instill trust with their prospects. I say it doesn't. I tweeted back that when you publish your price, ọnụahịa bụzi atụmatụ that all your competition will compete with you on. The problem with you publishing your price is the same as me and my early quotes. It doesn't take into consideration the value of your service ka atụmanya.
Ọ bụrụ na ị bụ 99 aghụghọ, it works. You're only competing against other low cost services. But it would simply be dumb for some of my graphic designer associates to quote what a logo costs without understanding the value that a logo might bring to the company. New logos have akọwa ụlọ ọrụ! Enwere ike ịghọta akara ngosi dị ọnụ ala dị ka ọnụ ala - yana ụlọ ọrụ ọ na-anọchite anya ya. Akara njirimara nwere ike ịgbanwe echiche ahụ ma tinyekwuo ọtụtụ ụlọ ọrụ anya.
Ahịa gị bụ ngosipụta dịpụrụ adịpụ nke nghọta ị nwee akara gị. Ọ bụrụ na akụkụ nke ọnụahịa bụ ọnụahịa, n'ụzọ ọ bụla, tinye "ọnụ ala" na aha aha ma tụfuo ọnụahịa asọmpi n'ebe ahụ! Agbanyeghị, ọ bụrụ na uru ị bara bụ ahụmịhe, ọgụgụ isi, echiche, ọkaibe, na nsonaazụ… na-ere ahịa na saịtị na ka atụmanya gị kpebie uru ọ bara you're bringing. When we sign a customer at 10 times the contract size of another customer, we don't quantify it by working ten times as hard. We quantify it by trying to achieve 10 times the results, or get the same results in one-tenth the time.
Kpachara anya na ma ahia gị ma ahịa gị mgbe ị bịara uru na ọnụahịa. They are not the same! Price is how much you charge, value is how much you are worth to the customer. Your marketing should promote the value you bring, not what you cost. And if your sales team complains to you that they're losing sales based on your pricing, get new salespeople. It means they don't understand and aren't helping the prospect realize the value you bring.
Ntinye: In this time of crisis, I'd add that our employment system has this same problem. People often expect a raise based on their ọrụ ọrụ, ụkpụrụ obibi, ma ọ bụ mgbanwe na ọnụahịa nke ndụ. That's their perceived value of themselves. None of those matter to a company. Based on those, some exaggerate their value… and many more underestimate it. In my entire career (outside of the Navy), I honestly mgbe gbaghaara maka ego. Ọ bụ n'ihi na kama ikwu okwu COLA ma ọ bụ ụkpụrụ ụlọ ọrụ, M kwuru okwu banyere nsonaazụ na uru. Ọ bụ ihe na-enweghị isi maka ụlọ ọrụ inye m 20% bulie mgbe m na-azọpụta ha ma ọ bụ na-eme ha okpukpu abụọ na ego.