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Would You Have the Courage to Let Your Customers Decide What to Pay You?

Would You Have the Courage to Let Your Customers Decide What to Pay You?

By Solovic
Published: July 14, 2011

<p>&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">I travel every week, and I often schedule a car service to go to the airport.&nbsp; The last several times I&rsquo;ve gotten the same older gentleman who is charming without being over-bearing with conversation.&nbsp; (I don&rsquo;t like too much chit-chat.)</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">When we get to the airport, I ask &ldquo;What do I owe you?&rdquo;&nbsp; Each time I get the same response, &ldquo;Pay me whatever you like.&rdquo;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">I thought he was joking at first, but when I asked him again and got the same answer, I realized he was serious.&nbsp; I was a little taken aback. What do you do in a situation like that? &nbsp;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">Because I know what the approximate fare to the airport is, I pay that amount plus a nice tip.&nbsp; But I was curious as to why he doesn&rsquo;t quote a price, and I wondered how others respond to him.&nbsp; So, last week I had enough time before my flight to inquire. &nbsp; &nbsp;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">He explained he enjoys studying people.&nbsp; By giving his clients the opportunity to pay him whatever they like, he gets to observe the psychology of mankind. &nbsp;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">&ldquo;Are people usually fair with you,&rdquo; I asked.</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">&ldquo;Yes.&nbsp; Almost everyone pays about what the fare would be anyway.&nbsp; Some people are more generous.&nbsp; Rarely, do I get someone who stiffs me,&rdquo; he explained. &nbsp;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">Think about your customers or clients.&nbsp; Would you feel confident enough to allow them to pay you whatever they like? &nbsp;</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">Doesn&rsquo;t it make sense that if you meet or exceed market expectations that your customers would be happy to pay a fair price &ndash; or perhaps even a bonus?&nbsp; We&rsquo;d all like to think so, but do you have the courage to test that assumption?</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">Unless you are in an extremely unique type of business, most buyers should have a general sense of what the fair market value of your product or service is.&nbsp; Would they honor that?&nbsp; In many respects, it&rsquo;s a way for them to rate the quality of your product or service &ndash; voting with their checkbooks, so to speak.</span></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px">&nbsp;</p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><span style="letter-spacing: 0.0px">I realize it isn&rsquo;t practical for most of us to actually put this to the test.&nbsp; But the next time you send an invoice or quote a price, think about my car service driver and ask yourself, &ldquo;If my customer could pay me based on the value they received, would my price and theirs be the same?&rdquo;&nbsp; Makes you think, doesn&rsquo;t it?</span></p>

About the Author:

Susan Solovic
Susan Wilson Solovic is an award-winning entrepreneur and journalist, author of three best-selling books, multi-media personality and a small business contributor to ABC News and other media outlets, public speaker and attorney. In addition to sitting on several executive boards of small business organizations, Solovic is the CEO and co-founder of ItsYourBiz.com – a company she led from a concept to a multi-million dollar enterprise.(formerly SBTV.com) She is also a featured blogger on numerous sites including Huffington Post, AllBusiness.com, Constant Contact, WSJ.com and Fast Company. Her forthcoming book, It’s Your Biz: The Complete Guide to Becoming Your Own Boss, is scheduled for release in October 2011.