Cost-plus pricing (cost + margin) is based on your costs. Value-based pricing is based on the value you deliver to the customer. The gap between these two approaches is the most significant profit lever most small businesses have never pulled.
Step 1: Identify the Job Your Customer is Hiring You to Do
What problem does your customer solve by hiring you? What are the stakes?
Example: A plumber fixes a burst pipe that would cost $15,000 in water damage if ignored. The value of the plumber's service isn't the pa
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