One thing that owners of small businesses often struggle with is pricing - too high and you risk losing customers, too low and you risk losing money!

But you can charge more than competitors if you can rove you're worth it. Remember, M&S didn't lose any customers to Aldi or Lidl eve though they are much more expensive!

Here are our tips on justifying charging more than competitors:

List what makes you genuinely different

Write down everything that sets you apart: experience, qualifications, speed, reliability, guarantees, materials used, aftercare, availability, local presence, etc. Be specific - 'better quality' is vague, '15-year warranty vs their 1-year' is concrete.

Help customers understand hidden costs of cheaper options: redoing poor work, downtime, lack of support, shorter lifespan, hassle of dealing with problems. Put numbers on these where possible.

Create a 30-second explanation that connects your price to tangible benefits. Example: 'Yes, I charge more because I use premium materials that last 3x longer and include free repairs for 5 years - most customers find that saves them money long-term.'

Collect examples of customers who chose you over cheaper alternatives and were glad they did. Real stories are more convincing than any sales pitch. Ask satisfied customers: 'Why did you choose us over the cheaper quote?'

Shift focus from upfront cost to long-term value and return. 'It's £500 more upfront, but it'll save you £200/year in energy costs and last twice as long, so you're actually £1,300 better off over 10 years.'

Not every customer is your customer. Those who only care about price will never appreciate your value and often become difficult clients. Learn to recognise when someone isn't a fit and politely decline.

More hints and tips coming soon. Want a chat about customer experience? Book a call with us now at https://calendly.com/nigelsimplycustomer