What Value Can You Bring to the Table?

Most people plan their pricing from the perspective of cost when they should be pricing their offerings based on the value they create. Perhaps you’ve heard the story about a guy who takes his car into the shop, watches the mechanic as he fixes his engine in a jiffy, and says, “Wow, that was easy. How much do I owe you?”  The mechanic says, “That will be $100, thank you.” Shocked, the customer says, “But you just tapped the engine once!”  The mechanic confidently replies, “I charge a dollar for the tap and $99 for knowing where to tap.  So, would you prefer to pay in cash or with your credit card today?”