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Businesspeople Look at Pricing from the Wrong End of the Horse

Why Are Business People So Price Sensitive?

If I walked up to ten business owners right now and told them to raise their prices 5%, what do you think they’d say?

“No way! My customers will leave!”

Then comes the usual backup excuses:

“My competitors already charge less than me!”

All your competitors?

“Well, no… but a lot do.”

That’s where the thinking goes off the rails.

Price only matters when everything else is equal. The only time price is truly the deciding factor is when you’re selling a commodity—or when an entire industry has trained its customers to shop solely on price.

Most business owners act like they’re selling a commodity when they’re not—at least not in the eyes of their customers.

When You’re the Customer

When you shop, do you pick solely based on price? Rarely.
If all else is equal, sure, you might go cheaper. But in most cases, you’re looking for:

  • Great service

  • High quality

  • On-time delivery

  • A solid guarantee

  • After-sales support

  • Competent, helpful staff who can solve your problem

  • Sound advice

And when those things show up, price stops being the main issue.

The Only Viewpoint That Matters

If you’re basing your prices on one of these two perspectives, you’re dead wrong:

  1. Your cost structure

  2. Your competitors’ prices

The only perspective that matters is your customer’s perception of value.

When you buy something, do you care what it costs the seller to make it? Of course not. You’re focused on the value it gives you.

Imagine someone saying:

“Our prices are higher because our utility bills and staff costs went up.”

Crazy, right?

Customers don’t care about your costs—they care about the outcome, the solution. People don’t buy a drill; they buy the hole the drill creates.

Why Customers Really Leave

Here’s what research shows about why people stop buying from a business:

  • Convenience: 3%

  • Relationship change (e.g., family/friends): 9%

  • Product/price/timing issues: 15%

  • Miscellaneous: 5%

That totals 32%.

So why do the other 68% leave?

Perceived indifference.

That word perceived matters. Business owners often say, “We love our customers.” But if the customer doesn’t feel it, they leave.

It’s like a husband saying, “Of course I love you. If that ever changed, I’d let you know.”
It doesn’t work in marriage, and it doesn’t work in business.

You can’t assume loyalty just because they’ve been with you for 15 years. If they stop feeling cared for or valued, they’ll move on to someone who shows them they matter.

What the Numbers Reveal

Let’s talk numbers.

Suppose your gross margin is 30%. That means your cost of goods sold is 70%.

If you discount your prices by 10%, you’ll need to increase your sales volume by 50% just to break even.

That’s a dead-end strategy.

Now flip it. If you raise your prices by 10% at the same margin, you could lose 25% of your customers and still make the same profit as before.

In reality, if you’re adding genuine value to loyal clients, you’re unlikely to lose much of anyone.

The Real Game: Value, Not Price

Most accountants push cost-cutting and discounting as the path to profit.
That’s a losing game.

Our approach?
We help clients increase their value package—so they can confidently charge more based on perceived value, not cost.

Because when customers see real value, price stops being the conversation.

Thanks for reading.
If you want to shift your business from price pressure to value power, start by asking yourself:

“What do my customers really value—and how can I show them they’re getting it?”

What Gets Measured Gets Managed — So What Should You Measure?

Most businesses produce, at minimum, a Balance Sheet and an Income Statement.
Beyond that, not much gets measured.

But how do you even know what to measure?

There are dozens of things you could measure — but that doesn’t mean you should.
For example, in our firm, we don’t measure hours, even though we’re a professional service business.

We measure results — the deliverables promised in our Fixed Price Agreements.

Why?
Because people don’t buy hours. They buy outcomes.
And just like our clients, we don’t pay our contractors for time — we pay for results.

Step 1: Define Your Critical Success Factors

Before you can measure anything meaningful, you have to define your Critical Success Factors (CSFs).

Let’s break that down:

  • Critical — without it, you fail.

  • Success — it’s something you must get right to succeed.

  • Factor — a fact or situation that directly influences a result.

Put simply:

A Critical Success Factor is something that determines whether your business will succeed or fail.

For us, it’s simple — if we don’t deliver results to clients, we fail.
If we just show up saying, “We worked 100 hours, please pay $X,” nobody cares. Clients pay for outcomes, not effort.

Step 2: Turn Your Success Factors into KPIs

Here’s the key point:
You can’t measure a Critical Success Factor directly — it’s too broad.
You can only measure a Key Performance Indicator (KPI) that reflects it.

Example: FedEx

  • CSF: Overnight delivery.

  • KPI: Percentage of on-time deliveries.

Customers don’t care about logistics complexity. They care that the package arrives fast and on time.
FedEx figured that out by talking — and listening — to customers.

We did the same thing back in 1997.
When we asked clients what mattered most, they told us they wanted Fixed Price Agreements.
Why?

  1. They know the price upfront — no nasty surprises.
  2. They can hold us accountable for results.
Who Always Has KPIs?

Two types of organizations never skip measurement:

  1. Successful sports teams
  2. Successful large businesses

Both measure relentlessly against their critical success factors.

Imagine a sports team that doesn’t track player stats, win-loss ratios, or training metrics.
Impossible. They wouldn’t last a season.

Yet small businesses do this all the time — operating without real measurement beyond the financial statements.

Step 3: Discover Your Critical Success Factors

Here’s the simplest way to uncover them:

  1. Find what frustrates customers in your industry.

Ask: what do people hate about working with businesses like yours?

Take contractors, for example.
Most homeowners complain about:

  • Showing up late.

  • Leaving a mess.

  • Sloppy work.

Now imagine the opposite:
Your team shows up on time, in clean uniforms, and leaves every job spotless — even using their own dustbuster.
You’d stand head and shoulders above your competitors.

2. Ask your customers tough questions.

Try these:

  • “What don’t you like about our service?”

  • “What are we getting right?”

  • “If you owned our business, what would you improve?”

The answers are gold. That’s your roadmap.

Step 4: Build KPIs That Flow from Those Factors

Once you know what customers truly value, you can design measurable indicators.

Using the contractor example:
Your KPI could be the percentage of job sites that pass a post-job cleanliness check, verified by a daily photo or checklist.

Whatever your business, tie your KPIs directly to what customers care about most.

Step 5: Measure, Share, and Manage

If it’s not measured, it’s not managed.
And if it’s not shared, it won’t stay top of mind.

Build a simple dashboard with your KPIs and review it daily, weekly, or monthly — depending on your business rhythm.

Because what gets measured, gets managed.

A Few Core KPIs to Start With

Here are universal metrics that apply to nearly every business:

  1. Number of new customers each month
  2. Number of sales contacts or leads
  3. Conversion rate from leads to customers
  4. Average frequency of customer purchases
  5. Average transaction value

Track them. Discuss them. Act on them.

That’s how you move from running blind — to managing with clarity.

Thanks for reading.
If you take one thing away, make it this:

What gets measured gets managed. But only if you’re measuring what truly matters.

Fresh Starts & Rebuilding Focus

As many of you know, I’m a big fan of the Freedom app—I use it daily. What I like most is that it works seamlessly across all devices—phones, computers, iPads—covering everything in one simple tool.

This week, I want to share two excellent posts from the Freedom team.

The Power of a Fresh Start

One of their recent blogs explores the idea of a Fresh Start—not just at New Year’s, but at any moment you choose. Morning, midday, bedtime—whenever you decide.

Personally, I find this idea especially useful after a crisis or stressful series of events. It’s a reset button for the mind.

I came across a Latin phrase that captures this perfectly – “Nunc Coepi”—meaning “Now I begin.” It was popularized by Catholic priest Bruno Lanteri as a reminder to let go of the past and start again, right here, right now.

That perspective has helped me more than once when things felt overwhelming.

👉 [Read the blog: The Fresh Start Effect]

Rebuilding Focus in a Distracted World

The other post tackles focus. Studies show our average attention span is now shorter than a goldfish—around eight seconds. Alarming, but not permanent.

The solution? Practice focus in short, intentional bursts. Start with 25 minutes, then stretch the time gradually.

Another practical tip: try reading a full chapter of a classic book (say, A Tale of Two Cities) in one sitting. It’s a surprisingly effective way to strengthen focus and patience.

👉 [Read the blog: Overcoming a Short Attention Span]

Final Thought

Whether it’s starting fresh after a setback or sharpening your ability to focus, these practices have one thing in common: they help you take control of your day instead of letting distractions or setbacks control you.

Thanks for reading…

The “F” Word That No One Likes to Talk About

True Story – Bank Detail Scam

Just last month, a client of ours told me about something disturbing – four of their business contacts were tricked into changing supplier bank details.

Here’s how it went down – someone pretending to be from a supplier emailed the bookkeeper. They said the supplier’s banking information had changed and asked for the payment details to be updated. The bookkeeper, thinking they were just following instructions, updated the details.

The next payment went straight into the fraudster’s account, not the supplier’s. By the time the real supplier followed up asking where their money was, it was gone. How much did they lose – $107,000.

This scam is on the rise, and it’s catching smart, careful companies off guard.

And that brings me to the “F” word that most business owners don’t like to talk about…

It is… (cough-cough)… fraud.

Could never happen to you, right? Actually it can, and it does happen to many more businesses than you think.

And, there are two sad truths here:

  1. The “best” designed frauds are very hard to detect, and can go on for years and years undetected.
  2. They are often the most trusted employees who pull them off.

NOTE – please don’t read point (2) and automatically start to mistrust your great employees. 😊

You may think that with perfect Internal Controls you’d have no fraud. Unfortunately, that is not the case.

Even with a 3-way match, there are frauds that are very, very difficult to detect.

For context, a 3-way match is when quantities, price per unit, terms and other details are matched to:

  1. The vendor invoice which has been approved.
  2. The Purchase Order prepared by the company.
  3. The Receiving Report prepared by the company.

Let me walk you through a few frauds that make even the best systems sweat.

Pass-Through Scheme

One fraud expert has said it is very common and very difficult to detect with even good Internal Controls (like 3-way matching).

The pass-through scheme involves three companies:

  1. The supplier company
  2. A shell company
  3. Your company

It goes like this:

  1. The perpetrator places an order with the shell company.
  2. The shell company places an order with the supplier company.
  3. The supplier company ships the goods to your company. The goods are received in the correct quantities and condition.
  4. The supplier company invoices the shell company and the shell company in turn invoices your company with, say, a 5–10% markup.

If that seems like a small markup, think again. I read recently of a company that lost $500,000 per year to a scheme like this.

Here’s how it worked:
A salesperson at a supplier company convinced an employee (of a defrauded company) to buy direct from a shell company with the same terms as the supplier. The first few invoices were passed on exactly, in the same quantities and prices as the supplier.

Then the markups began. The “clever-crooked” salesperson enrolled the employee with kickbacks. In one year, $500,000 was over-charged.

Collusion makes things much harder to uncover. That’s a true story.

Rental Building Fraud

When I was articling to be a Chartered Accountant in my twenties, I remember auditing a public company that managed rental buildings.

A few years before I worked on the audit, the Controller told me what happened:

Her most trusted bookkeeper, working in Accounts Payable, had her boyfriend invoice the company for painting jobs supposedly done on various buildings. She forged building manager initials to “approve” the bills.

It was the kind of expense that made sense for this type of company, so no red flags were raised.

Then, as part of the audit, a call was made to a building manager to verify an invoice—and the shocked manager said the building had NOT been painted at all.

The whole scheme unraveled. The bookkeeper and her boyfriend were charged.

This was a woman the Controller loved and trusted, and it broke her heart. She told me she never trusted anyone after that and became a workaholic, doing until-midnight shifts to cover work she used to delegate.

Sad story. But compared to the pass-through scheme, this one was actually easier to catch (because the goods/services were never delivered). The pass-through scheme is slicker, because the goods do show up.

Over-Ordering

Another tough one to detect: when a trusted employee has physical custody of goods ordered.

Here’s what happens: they over-order a little each time and siphon off the extra goods for resale.

The bills look correct. The receiving reports match. And the person doing the receiving signs off that everything was delivered.

This works especially well with goods that can easily be sold on the open market.

Bank Detail Change Scam (New + Widespread)

This one is exploding right now — and it’s brutally effective because it preys on trust and routine.

How it works:

  1. A person pretending to be from a supplier contacts your bookkeeper or accounts payable team.
  2. They claim the supplier’s banking details have changed and ask you to update the details for the next payment.
  3. Your team obliges, thinking they’re doing the right thing.
  4. The next payment is sent straight to the fraudster’s account — not the supplier’s.

A client of ours has seen this happen with four of their business contacts in just the last few months. That’s how common it’s becoming.

And here’s the kicker – everything looks legitimate. The emails often copy the supplier’s branding, and the request comes across as routine. By the time the fraud is caught, the money is long gone.

How to Avoid

There are a few things you can do:

  1. Screen carefully when hiring. Character matters.
  2. Use Purchase Orders and get them approved.
  3. Separate receiving from purchasing. One person prepares the PO, another does the receiving.
  4. Track inventory in real time. Watch for unusual stock outages.
  5. Audit your vendors. Look for shell companies or ownership red flags.
  6. Use cloud approval software. Programs like ApprovalMax trace approvals back to actual IP addresses (harder to fake than initials).
  7. For banking changes, always verify. Call your supplier at a trusted number (never the one in the email) before updating bank details.

For smaller companies, some basic Internal Controls combined with cloud-based tools are usually enough to prevent fraud.

For larger businesses with millions in purchases, the risks scale — and so does the need for vigilance.

And one last tip: be suspicious of employees in accounts payable or purchasing who never take holidays. Fraud often unravels only when someone else steps in.

At a philosophical level, it’s hard to imagine how people could enjoy spending money they didn’t earn. And yet… they do.

But history shows that frauds nearly always get uncovered, whether through audits, accidents, or a guilty conscience leading to sloppy mistakes.

It’s only a matter of time.

Thanks for reading…

Service is Everything

We all know service is the key ingredient in running a successful business. But how important is it really?

Recently, my wife and I spent a few days at a hotel that, on the surface, was jaw-dropping. Unique. Special. Remarkable. We’ve stayed in boutique hotels around the world – from Kenya to Europe – and some of them left us with unforgettable memories. Almost always, the reason wasn’t just the architecture or location. It was the service.

A Factory That Never Was

This particular hotel had invested heavily in its design. The theme – an “old factory renovation” from the 1800s. From the moment you arrived, you felt transported. A rail line embedded in the walkway. Black-and-white photos of factory workers. Rusted tools in display cabinets. Cracked windows, faded tiles, furniture that looked vintage but wasn’t. Every detail was carefully manufactured to create the illusion of history.

And I’ll admit – they nailed it. The place was stunning. Except for one fatal flaw.

When Service Kills the Experience

From the first meal, the service fell flat. Staff moved around like they were heading to a funeral. No warmth. No welcome. We had booked for a week but quickly felt unwelcome.

One example stands out – we asked to see a different room type for a future stay. The front desk clerk acted like a prison guard, scolding me for touching the bedspread. “Do not touch the bed! We’ll have to call the cleaners again!” (For the record, my hands were clean. 😂)

Almost every interaction felt upside down. We were the ones making small talk and trying to spark smiles. By the end of the first day, we cut our stay from one week to one night. At checkout, they even tried to charge us a penalty for leaving early.

To their credit, when we asked to see the manager, she was gracious, apologetic, and quick to waive the fee. I truly hope she can help turn things around. The investment in infrastructure and design was a clear labor of love. But without service, none of that matters.

The Lesson

Here’s the point – service is everything. You can have the most beautiful product, the slickest office, or the most advanced systems. But if your service is cold, inconsistent, or dismissive, your business will suffer.

The opposite is also true: with outstanding service, customers will forgive imperfections, delays, and even the occasional mistake. Because they feel cared for. They feel valued.

Want your business to soar? Build service standards that make people say, “I’ve never felt taken care of like this before.”

Bottom line: Infrastructure gets attention. But service wins loyalty.

A Side Note on Productivity

On a another note, I just read a powerful blog post from the Freedom app team on reclaiming time with digital minimalism. They show how you can gain an average of 2.5 hours per day simply by managing your app use. A great reminder that just like service, small changes in behavior can deliver outsized results.

👉 Read it here.