Underpricing can lead you to work harder for less money while your competitors are growing. Here's how you'll know if your pricing needs adjusting. 
There are several reasons businesses can end up underpricing their products or services. To start with, it can happen out of a lack of experience, the desire to establish a more substantial presence in the marketplace, or fear of losing customers. 
But in most cases, lower prices will be detrimental to the business. 
Besides not being a financially sound strategy, underpricing can leave an impression of less professional service and drive off potential customers. 
Here are the crucial signs that indicate your prices should be higher. 

Sign #1. Your Profits Are Too Low 

If your business is doing well and there are plenty of customers, that the profits are lagging is a sure sign your prices aren't high enough. 
Running a business isn't free, as materials, accounting, and other necessities come at a cost. Besides, your work has a price and the hours invested shouldn't leave you struggling. However, your business should do more than get by - it should grow. 
If you can't afford to employ more people or get better resources, there's no question your profits aren't in sync with the amount of work. 

Sign #2. Customers Never Try to Bargain 

No business likes to be overwhelmed by customer complaints. Yet, if you determine that no one finds your prices to be too high, it could be a sign you should be charging more. 
Many companies try to satisfy every customer and having low prices is the most straightforward way to do just that. While this strategy can initially be ideal for attracting new customers, the right price for your service or product will always be one that faces occasional resistance. 
When you have plenty of paying customers and several of those trying to bargain, you'll know your pricing is on the right track. 

Sign #3. Your Sales Can't Meet the Demand 

Lower prices will attract more customers, which naturally leads to more work. But when the work becomes more than your business can handle, raising prices could be the best way to bring matters into balance. 
One of the crucial aspects of business is achieving sustainable growth, a large part of which is growing your business capacity along with the customer base. Proper pricing can be very helpful in that regard. 

Sign #4. Competitors Are Thriving 

Being cheaper than your competitors would seem like a good idea. But if you're overworked and left without the necessary resources to grow your business, the market could quickly outpace you. 
Customers often form an opinion about a product through pricing and won't always go for the most inexpensive option. In fact, in many cases, the middle-priced offers are most successful, so if your pricing is below that threshold, your business might start losing customers. 

Find the Right Pricing 

Finding the middle ground between being too cheap and too expensive takes experience and careful consideration. Devote your attention to finding the best price range for your offer and you'll see your business grow and become more competitive in the market. 
If you are concerned about your pricing, or just want a general chat about pricing, please get in touch
Written by: 
Nicola J Sorrell - Effective Accounting 
Founder | Xero Champion | IR35 Expert 
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