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How has your pric­ing strat­egy changed over the years? Regina Casa­leg­gio, Cape Town, South Africa DM: The more I work, the more I re­alise that pric­ing is an emo­tional vari­able. Clients will pay for things that they re­ally value, re­gard­less of whether it makes sense on a spread­sheet. The more at­tuned I am to the fact, the less de­pen­dent I am on a client’s stated bud­get. I rarely ask now what bud­get they have; in­stead I fo­cus the en­tire con­ver­sa­tion around their hopes and dreams and try to de­liver a price for those things that’s guar­an­teed to be an ex­cel­lent re­turn on in­vest­ment.

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