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Waikato Business News February/March 2018

Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of co-operation.

Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of co-operation.

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WAIKATO BUSINESS NEWS <strong>February</strong>/<strong>March</strong> <strong>2018</strong><br />

29<br />

Take your pound of flesh<br />

Do you feel like you’re letting your clients<br />

take more from you than is genuinely fair<br />

payment? What does your pricing say<br />

about your brand?<br />

Where you position<br />

your brand on the<br />

pricing scale can<br />

have long-term consequences<br />

on your marketing, on how you<br />

approach your different target<br />

audiences and on how you talk<br />

about your business.<br />

Whatever the business reasons<br />

behind it, a radical change<br />

in where you have placed<br />

yourself along that scale can<br />

be damaging to your brand’s<br />

credibility unless it’s handled<br />

with care.<br />

Discounting is not<br />

necessarily inevitable<br />

in all sectors but it<br />

feels like you have<br />

to be pretty strong<br />

willed not to give in<br />

to the temptation.<br />

For those of us starting out<br />

in business, or introducing new<br />

aspects to our offer, ensuring<br />

that pricing doesn’t damage<br />

our brand is a real challenge.<br />

Working out how much to<br />

estimate for any project was always<br />

the hardest part of being<br />

an account manager in a creative<br />

agency and now, working<br />

out where to set my own<br />

fees for my clients, it certainly<br />

hasn’t got any easier.<br />

Set my pricing too high and<br />

I count myself out of contention.<br />

Set my prices too low and<br />

I’m not only underselling myself<br />

but also undervaluing the<br />

expertise of all of us who offer<br />

similar expertise and services.<br />

A few years ago, I think at<br />

the beginning of the GFC, I<br />

listened to a client bemoaning<br />

the actions of a competitor who<br />

had completely revised their<br />

fee structure to be about 60<br />

percent of their industry norm.<br />

As a consultant, his services<br />

were, on paper, very similar to<br />

my client’s and his credentials<br />

were pretty much comparable.<br />

The competitor did well<br />

from the change in the early<br />

days, but the tactic wasn’t<br />

without issues. Although he<br />

did not operate in a way where<br />

he cut corners, the cheaper<br />

pricing made his clients worry<br />

that, when a project didn’t go<br />

100 percent perfectly, perhaps<br />

he had actually cut corners. He<br />

also found it harder to secure<br />

high calibre contracts as the<br />

pricing created a perception<br />

that he may not have the capabilities<br />

needed.<br />

But not everyone who looks<br />

into buying your products or<br />

commissions your work is able<br />

to make experienced judgements.<br />

If your client has never<br />

purchased the products or services<br />

you offer before, it can<br />

be hard for both sides to know<br />

what’s fair and reasonable.<br />

I recall shopping in the<br />

local Big Fresh in Johnsonville<br />

when I first came to live<br />

in New Zealand. There was a<br />

smattering of familiar brands<br />

I recognised from the UK but,<br />

with many that were new to<br />

me, I had to re-train myself in<br />

the noble art of grocery shopping.<br />

So, I made a conscious<br />

decision to start at the cheapest<br />

and work my way up until I<br />

found the one I liked.<br />

I started off being relatively<br />

brand agnostic but, like many<br />

of us, I soon developed a pattern<br />

of favourites and go-to<br />

brands that won my trust.<br />

The same was true with<br />

things like clothing, household<br />

goods and homewares.<br />

At first, all I had to go on was<br />

price and the way the brands<br />

presented themselves to me in<br />

store, barely influenced by advertising<br />

or experience. Looking<br />

back, I can’t quite decide<br />

whether to reconcile those experiences<br />

as confusing or liberating,<br />

but I’m thinking it was<br />

probably the latter.<br />

There are plenty of us that<br />

appreciate a good deal. But<br />

the impact of taking a risk on<br />

a bargain basement product or<br />

service varies depending not<br />

only on your personal finances,<br />

but the wider consequences of<br />

making a costly mistake. If we<br />

buy cheap items prepared for<br />

the fact they may not last as<br />

long as their more expensive<br />

alternatives, we’re fine with<br />

that. But if a product fails to<br />

live up to the expectations it<br />

set for itself, the likelihood of<br />

us engaging further with that<br />

brand are diminished.<br />

In the retail arena, continuous<br />

offers are now the<br />

norm. When did you last walk<br />

through a mall and not see at<br />

least half a dozen sale signs?<br />

TELLING YOUR STORY<br />

> BY VICKI JONES<br />

Vicki Jones is director of Dugmore Jones, Hamilton-based marketing<br />

management consultancy. Email vicki@dugmorejones.co.nz<br />

Discounting is not necessarily<br />

inevitable in all sectors<br />

but it feels like you have to be<br />

pretty strong willed not to give<br />

in to the temptation.<br />

For those of us who charge<br />

for our time, do you discount<br />

to win a new client? Or reward<br />

them later down the line for<br />

their loyalty? Or never at all,<br />

because that’s the cost, take it<br />

or leave it.<br />

I suspect there is no silver<br />

bullet to resolve this issue and<br />

it will be a perpetual dilemma.<br />

But at least we’re all in the<br />

same boat, hoping we never<br />

have to sell part of ourselves<br />

to seal a deal and that fair play<br />

will always win out.<br />

GRAND OPENING<br />

Mike (Coxy) and Leanne Cox -Directors. Auto Super Shoppe Hamilton Central<br />

90 Tristram Street Hamilton Central<br />

NOW OPEN IN TWO LOCATIONS<br />

AUTO SUPER SHOPPE HAMILTON CENTRAL<br />

Book Online:<br />

www.hamiltonautocentral.co.nz<br />

Auto Super Shoppe Hamilton Central<br />

90 Tristram Street<br />

Hamilton Central<br />

(07) 838 1440<br />

Hamilton Automotive Repairs<br />

82 Killarney Road<br />

Frankton<br />

(07) 847 1865<br />

www.hamiltonautocentral.co.nz

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