Charging What You're Worth Oak Park IL

Properly setting prices can have a huge impact on the success or failure of a custom installation business. To casually decide that your company charges X dollars per hour for installation and X dollars for equipment is not wise. As small business owners we must pay special attention to pricing, especially when our prices are being compared with the extremely low markup structure at big box retailers. We must value the unique market that we serve and understand the true dynamics of pricing. Most custom installation companies set their prices too low. Here are my top 10 reasons to raise your prices:

1. Do not attempt to compete against big box retailers or pay much attention to prices in their stores. As you determine your prices for competitive products, you should aim to be 15 to 25 percent above the local retail price. This gives your customers confidence that your prices are not out of line, balanced with the understanding that your higher level of service costs a little more. The extra value of having your expertise in design, installation, and on-site service commitment accounts for your higher pricing.

2. Set the price for installed products at double your cost or full MSRP. That means taking a full 100 percent mark-up on wire, cable, hardware, and installation products. Most of your equipment profits are made by selling at full prices as this helps compensate for lower mark-ups on advertised products.

3. Never be the low bidder. If your plan is to win business with the lowest prices, you should find another career. To be a success, you need to position your company and use salesmanship to convince your prospective clients that your company will do an expert, professional job. There are lots of variables in this custom business. It is very important to set up a system approach for all of your products, prices and install labor. Undercharging your customers does everyone a disservice.

4. When you find your schedule is maxed out, that is a signal to raise your prices. You might lose some jobs the low-profit jobs that will burn up your time but don't pay a good profit but you don't want those jobs anyway. Raising your prices means that every job you do will be more profitable. If you set your prices too low, you will have to take shortcuts that do not serve you or your customers.

5. The minimum that you charge for labor should be about four times the hourly rate that you pay your employees. If you pay an installer $20 per hour, add benefits, vacations, training, shop time, travel time, etc. The rule of thumb is to double the hourly rate to estimate your total costs. Figure that employee really costs you $40 per hour. Double that amount for the proper return. If that sounds high, then remember that one hour with a Sears repairman costs more than that.

6. During the first year after installation, you will be providing no-charge service calls. Your profits must factor in these additional service costs.

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