Lifestyle,and,Marketing,Notes, marketing Lifestyle and Marketing: Notes on Setting and Raising Prices
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Lifestyle and MarketingIf you think you need to live large to attract business, think again. What attracts business is a valuable offer delivered to the right prospect with confidence, integrity, and consistency. On the other hand, it is almost impossible to attract business when you are desperate for work. Your lifestyle choices can underscore your commitment to an authentic and connected life, one lived in awareness and respect of the well-being of others and of the planet. Living these choices and letting them inform how you show up in the world can be a compelling aspect of your personal marketing formula. They can distinguish the offer you are in your chosen market niche.Insurance, Taxes, Retirement, and MoreOther considerations for the self-employed are medical, dental, life, and disability insurance. In addition, you may need professional liability insurance, insurance on your equipment and records, and insurance to protect you in the event of accidents on your premises. Self-employment taxes can take the unwary by surprise. Check with your accountant (you do have one, don't you?) and find out what your tax liabilities are likely to be. How do you plan to fund your retirement? There may be tax-advantaged plans available to you as a small business owner. Again, check with your accountant. (Have you noticed that one of the expenses you will need to plan for is accounting?)It is easy to overlook hidden costs such as depreciation. Think about the furnishings and equipment you use and how often you will need to repair or replace them. Where will you get the money for these expenses? How will you pay for software upgrades or for a technician to debug your computer?The following outline can help you understand how to set your own rates and why there is no "one size fits all" formula.How Much Do You Want to Take Home? Net Income Versus Gross IncomeHere's a partial list of expenses you may incur in your business.Taxes Benefits Medical insurance Disability insurance Dental insurance Retirement Overhead Depreciation (it's not theoretical!) Replacing furnishings Replacing equipment Upgrading software Administrative overhead Clerical help Bookkeeping 25-50% of your time to manage and market your business Vacation, Holiday, and Sick Pay Where Does the Time Go?Hint: Keep a running list of everything you do for thirty days. Not a "to do" list, but an "I did" list. This will help you to understand where your time goes.Sales and marketing Service (email, phone, troubleshooting) Email Proposals, Prospects Phone Calls Meetings Administration (bookkeeping, correspondence, contracts, reports) Training Variables Affecting PricesGeography Demography Niche Experience Perceived value Skills Client capacity to pay/realize value from your work Cost of delivering services Competitors' fees Is It Time to Raise Your Fees?Full calendar Reputation as leader or expert Turning away work Recognized author or speaker Prestigious affiliations or awards Advanced training/certification Improved services Increased costs Strategies for Raising PricesAnnual incremental increases Business cycle increases "Going rate" increases Be sure the going rate is set by going concerns! Do going rates reflect your costs and services? More work to justify rate increases of more than 10% Keep clients informed of how great you are Training and skill development Concern for their well-being Improvements in service and capacity How you saved them time or money How you made them money How you solved problems for them or for others How much you are in demand Create a mood that supports your declaration of value The body of confidenceWhat Clients Want to Know When You Raise PricesWhat are the new rates? When do they go into effect? Give reasonable notice Consider giving current clients a grace period to adjust Why are they going up? What value will the client receive for the higher fees? Adjust Prices to Manage Work Type and Work FlowProjects you don't really want Rush work Difficult clients Profit is commensurate with risk (and distaste!) Article Tags: Raising Prices
Lifestyle,and,Marketing,Notes,