The Crux of Marketing: PRICING

Wondering how to price a product or service? How much to charge from your customers? It’s easy to price a product by analyzing the existing similar products in the market but what about a new product or a service. Though there are some industry accepted figures but still it’s your business and pricing plays an important role in your business. Not everytime RFPs will help you in deciding the pricing. Sometimes we literally get a big idea written down on a small pice of paper. While other times we may get 30-page RFPs that provide excruciating detail.
Regardless of how the client writes down what they need, they often only know the rough strokes of the how to reach their goal, not the specific nitty-gritty details, which are often where the majority of costs lie. But why should they? That should be what they are hiring us for, to help them find what they want, and more importantly, what their users want.
Budgeting plays a major role in deciding the price. Vendors always want them, clients never want to reveal them. We ask every client if they have a budget that they need us to work within, every agency I’ve ever worked on the other side of the fence with has asked the same. Very very few clients ever reveal this crucial detail. The budget reveals a lot about the client and the project. We use it as a barometer of how serious the client is, if they have given their project serious consideration, how much they understand about the project, to evaluate possible return on investment scenarios, to help define scope, whether it is cost-efficient for us to pursue, and to see if we can even do the project within their budget. When we price out a project we not only price out what we know about the project, but also detail what we don’t know. We come up with worst-case scenarios, address risks, point out all the things we think could impact meeting the goals of the project. There are two major methods of billing for projects, Per Project, Hourly. Traditionally most projects are charged on a Per Project rate. The idea here is that the vendor can accurately guess the scope and attach a fixed price at the beginning of the project. This in invariably never the case, so scope and price is often padded and margin added to protect the vendor from additional scope.The problem is one way or another somebody loses, either the client pays too much, meaning paying more than it’s market value, or the vendor eats into their profit. One benefits to hourly billing is the client is responsible for increases of scope, protecting the vendor and the customer. If the project is completed early the client pays less, protecting the client. This puts the onus on both parties to communicate regularly and work more effectively. Rather, budgets and requirements should be defined, watched and met. If the hours start to go over, this should be called as soon as possible, ideally before the hours are committed. Regardless of billing per project or per hour, we believe that any project is a partnership between client and vendor. That in order to mutually achieve a goal we must work together every step of the way. Communicating expectations of scope and cost is always crucial.

Courtesy: BlueFlavour