How can a price increase benefit your customers?

Those of you going white at the mere thought of dealing with irate customers need to consider your value to those customers. If there is none, or only as much as the next ordinary supplier, you are right to worry.

At the same time, if your customers value your offer, realise that it will be difficult to get as good elsewhere, understand your cost of service delivery and expect you to continue to service them – they will expect you to price “sustainably”.

So it is all about pricing for value and realising that it is what your customer values (not what you think). This offer described in terms of the value to your customer should be the basis of your website content strategy.

Some engaging activity on social media together with relevant, well targeted emails and some work to optimise how the search engines see your site (SEO) can get people to visit your website.

However, with the increase in online marketing where you can't see the whites of their eyes it is critically important to gauge and quantify the value of your offer to your best possible customer.

Of course, e-commerce may be a more cost-effective way for you to deliver to your customers – and sustainable pricing should also reflect that.