Deciding how to price your services can be a difficult hurdle for small business owners.
Set prices too high and you could lose customers who want your services but don’t have the funds. Set prices too low, and you risk leaving money on the table or missing out on customers who think higher prices mean higher quality. In either case, you lose.
Every service-based business faces its own unique circumstances and challenges, but there are some general principles for building a pricing structure that apply across the board. Here are a few tips that will help you create a well-informed pricing strategy to get your business off and running.
What we’ll cover:
5 Tips on How to Price Your Services
1. Determine Your Operational Costs
2. Consider Current Market Conditions
3. Analyze Your Competition
4. Know Your Worth
5. Factor in Your Business Goals
1. Determine Your Operational Costs
Before creating a pricing strategy for a service-based business, you should first get an accurate picture of how much it costs to run your business.
Your operational costs not only include direct costs, such as paying employees and purchasing materials, but also indirect costs that may not be as easy to calculate. Indirect costs can include rent, utilities, insurance, marketing, and any other overhead costs associated with running the business.
Once you know your operational costs, you can begin to create a pricing strategy that allows you to not only cover your costs but also make a profit and remain competitive in the market.
2. Consider Current Market Conditions
When determining how to price your services, it’s important to consider how the current market conditions could affect your pricing. This one’s a biggie considering the wild ride we’ve all been on the last few years.
Factors such as the state of the economy, interest rates, cost of materials, competition, and consumer demand can all play a role in determining the price that your target market is willing to pay.
For example, in 2022, a number of factors had a major effect on consumer behavior, such as supply chain issues, the Russia-Ukraine war, and the ongoing economic and social impacts of the COVID-19 pandemic. Because of the profound impact on consumer spending from various global issues, many businesses have had to adjust their pricing strategies as a result.
By taking current market trends and external factors like these into account, you can ensure that you’re pricing your services in a way that is competitive and attractive to your customers.
3. Analyze Your Competition
Take some time to thoroughly research the competitive landscape and find out what your competitors are charging for similar services.
Consider the quality and value of what you offer as it compares to your competitors. Be sure to look at their pricing models and any discounts or promotions they offer. You should also take into account the size of the business, the experience of the people involved, and the area the business is located in.
Doing this research and occasionally revisiting it over time will help to ensure that your prices are consistently in line with the industry and will help you to stay competitive.
4. Know Your Worth
In order to accurately price your services, be sure to factor in the knowledge, experience, and skills that you and your team members bring to the table.
Carefully consider what makes your business unique and how these special qualities can be leveraged to add value to your service offerings. What qualifications and expertise do you offer that set you apart from others in the industry?
You should also consider any specialized services that increase value such as additional training, special certifications, or access to resources that are not generally available. All of these can be incorporated right into your pricing structure.
5. Factor in Your Business Goals
When determining your pricing strategy, it’s important to keep in mind your short-term and long-term financial goals for your business.
Your short-term financial goals should include a plan for profits and improving cash flow in the near future, while your long-term financial goals should involve a plan for the growth and sustainability of your business. Your pricing strategy should be tailored to meet these goals, as well as any other goals you may have for your business.
Taking the time to set clear financial objectives for your business and developing a pricing strategy to meet them will help ensure the success of your business in the long run.
You might be surprised how many small businesses don’t have clearly defined goals. Need help setting achievable business goals of your own? Check out our outsourced CFO services for expert guidance in this area.
Read also: Controller vs. CFO: What’s the Difference?
Flat Rate vs. Hourly Rate
The difference between a flat rate and an hourly rate is the way you bill your client. An hourly rate is when you charge a certain amount of money for each hour you work. On the other hand, a flat rate is when you charge a fixed fee for a project regardless of the time it takes to complete it.
An hourly rate allows for more flexibility and is generally easier to calculate and manage. It’s often preferred by businesses that require a large amount of work over an extended period of time and also ensures that the client pays for the actual time and effort put into the project.
A flat rate is often the preferred option for services that are typically the same for every client. This allows you to have a clear idea of the cost and scope of the project from the outset, which can be helpful in budgeting for the client — and also for you since you know the exact amount you will be paid for the work. It also gives customers a sense of security, as they know exactly what they will be paying and can plan their finances accordingly.
Ultimately, the decision of whether to charge an hourly or flat rate should be based on the type of work you are providing, the client’s budget, and the amount of time and effort you are willing to invest in the project.
Get Help With Pricing Your Services
This is a lot, we know. But think of this as just a starting point, and rest assured there is help available when it comes to sorting out the details.
Our team at FusePhase provides outsourced finance and accounting services to small and medium-sized businesses in the San Francisco Bay Area and beyond. We’re all about helping business owners like you achieve and maintain accurate finances so they can make informed financial decisions and set realistic goals for their businesses.
Reach out today to see how we can help you bring order to chaos and pave a path to a more successful future for your business.
This article was originally published on Jun 25, 2018 but has since been updated for accuracy and relevancy.
