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How to Avoid Discounting

If you are tempted to succumb to pressure to drop your prices, or be more "flexible" in negotiating with clients, then take a look at the following tables before you make any decisions.

The results may well shock you.

The first table shows that discounting for many businesses can have a devastating impact on bottom line profits - often much more than we would ever believe. Even with seemingly modest reductions.

For example, the table below shows that a business with a 30% gross profit margin that implements a 10% price reduction (either through promotion or negotiation) needs to increase sales by a MASSIVE 50% just to stand still in terms of profit!

Price Table - Discounting

The implications are mind numbing.

Just to maintain today's profitability you and your people have to work 50% harder, you may need to drastically increase stock levels, your machinery and equipment have to handle 50% more output - and that's before you consider the potential negative hit on your cashflow.

And you make no more profit. In fact, if you 'only' achieve a 20%, 30% or 40% increase in sales you make less money.

What about putting your prices up? Crazy you think - especially now.

You can hear your sales people proteting already - you'll lose customers, you'll go out of business and your competitors will have a field day.

But consider this.

Again based on a 30% gross proft margin, if you put your prices up by 10%, you would have to do 20% less business before it affected your net profit.

Pricing Table - Increasing Prices

In other words, 20% of your clients could leave, or your revenue could drop by 20% and you'd actually be better off.

You'd be doing less work and making more money.

And you have to ask what are the chances that 20% of your clients would leave if you are doing a great job and providing excellent value.

The reality is that when we first work with new clients we discover that many undercharge.

And when they muster up enough courage o increase prices, most discover that they keep their clients and continue to win more new clients - because they give great service, excellent value and go that extra mile.

While for some businesses a price cut can result in enough new sales to increase profit, the truth is that for most businesses a price cut is a recipe for disaster.

These tables will help you make much smarter decisions and resist the temptation to make seemingly minor, but potentially crippling price cuts.

If you would like to find out how Results Corporation could help you get more from your business, contact us online or call us on 01536 747 310.

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To read more articles related to this go to the Increasing Transaction Value section of the Academy.

You will also find other useful articles in Marketing Foundations, Generating Leads, Online Marketing, Converting Prospects and Increase Purchase Frequency.   


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