Price Check
Before you cut your price or offer a substantial coupon, take some time to do a little research. You might want to start with some history -- of the airlines. SouthWest built their business model on being the lowest priced airline and actually changed air travel. Most people now shop airline tickets on price. When your customer shops price, your business becomes a commodity - just like a bushel of corn.
Prior to a implementing a strategic pricing decision, make sure you can answer these questions:
1. Do you know how much money you make on each sale? If you sale a widget for $100 and it costs $50 to make it, you will have $50 left to cover other expenses and profit.
2. Do you have other costs that are always there? These fixed costs are the rent, people, advertising and day to day operating expenses. You will want to know this "contribution margin" or percentage (on average) of overhead needed to support each sale. If your contribution margin is 34%, then in the above example $34 will be your additional cost. Potential profit is now $16 (on average).
3. Do you need to pay to get business in the door? If you are a convenience store, you usually don't have to pay someone to bring you business, but many businesses both offline and online pay commissions and referral fees for leads and referrals that produce sales. So, if a 8% commission or finder's fee is paid in our example that would reduce potential profit to $8.
Let's say your business wants to cut prices or offer a coupon for 10%!
Your price would become $90;
Cost would remain $50;
Overhead would remain $34; and the
Commission would become $6.30.
Your potential profit is now $90 - $50 - $34 - $6.30 = ($.30). Just like that we went from a profit to a loss of $.30 on each sale.
Cutting prices and offering coupons needs to be carefully studied to make sure it fits your business's long term health.
Copyright 2010 Linda Lucas Fayerweather MBA EA
http://www.changinglanes.biz/
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Great Referrals are NO Accident - Part 3
Network With a Net
Referral networking is a lot like catching fish by casting a net. Each fish comes to the net by a different path--each has a unique "story" that is not repeated. You don't focus on a particular fish and then try to get it to come to the net--in fact, you probably don't even see the fish until you pull in the net. Instead, you focus on the action of setting the net. You know that if you set your net correctly and consistently, fish will eventually come, no matter what path they take to get there.
The same is true for getting referrals. You don't have to worry about how a specific referral got to you because you understand the process of setting your net.
And the best part is your net can be working for you all the time. You don't have to be there whenever someone you know runs into someone else who could use your services--this means you can be "fishing" in many different ponds simultaneously and reaping tons of new business. This is especially true when you've become a referral gatekeeper and begin to get referrals not only from your own network of contacts but from the networks of others as well.
When it comes to networking, there is no coincidence about referrals. They are the inevitable cumulative result of the day-to-day activities of relationship-building. And even though those efforts can't be measured as easily as cold calls, the results are far more powerful.
Paula Frazier
Referral Marketing Expert & Master Trainer
Referral Institute
540-793-0622
http://referralinstitute-va.com/
"Helping people create Referrals For Life®"
