Pricing Your Products

In our scramble to find a way to offer the lowest prices on the Internet, we often overlook the basic steps that we should be taking BEFORE we even offer a product for sale.

We also overlook something even more important: you don’t HAVE to have the lowest price in order to make great sales. Following are some things I do before and after determining my bottom line. I sell by having products drop-shipped for my sites, which works VERY well, but these steps should be covered no matter your distribution method.

Should you be selling this item now?

Snowboards don’t sell well in the summertime. You may have a hard time moving a pair of roller blades in January. Don’t waste your time and your site space marketing products out of season. Ask your supplier for a little historical information regarding the best time to sell their products. Believe me, to everything, there IS a season. They have the figures. If they don’t want to share this info with you, find another supplier.

Identify your costs

Profit isn’t just the difference between wholesale and retail. You have other costs to consider. Think about every penny you spend in order to get that product to the customer’s door, and plan accordingly. For example, your merchant account probably costs you about 2.2% plus 30 cents per transaction. On an item you’ll sell for $20, that’s 74 cents. Don’t forget that calculation when pricing the item. Are you warehousing the item? How much is that space costing you per item per month? Did you spend money stocking up on shipping materials? How much per unit? What about advertising? Monthly hosting costs? You may need to project some estimated sales in order to arrive at some of these figures.

This may seem very complicated, but it’s really not. Just take the figures one at a time, and you’ll arrive at a wholesale cost plus an amount that, when added together, becomes your initial ESTIMATE of “cost of goods sold”. Identifying all your costs is critical if you want to price your products properly.

Check out the competition

Search on the item you plan to sell. Check out the competitors’ prices. But DON’T get caught up trying to beat the wrong competitor. You need to stay within your “venue”.

My stores are built in Yahoo Shopping (http://store.yahoo.com). 90% of my traffic comes from there. When I seek out my competitors, I look for other businesses like mine ONLY in Yahoo Shopping. Then I compare.

If I’m thinking about selling a product, and I get 1,500 hits in 400 stores on that item in Yahoo Shopping, forget it. If I get a hundred hits in 20 to 40 stores, I’ll look into it further.

So check out the competition, narrow down your product list, make a note of the five lowest prices you find, and then ask yourself another question:

Is anybody going to buy this thing?

This doesn’t have much to do with pricing, but it should be said.

When considering products, there’s unique, and then there’s too unique. Yak Cheese may sound like something that nobody else has for sale on the ‘Net. There’s a reason for that. If you sell more than 3 boxes a year, I’ll EAT some.

Unique is Rain Barrels made in Maine. It’s Exotic Cheeses imported from Italy. Silk Parisian Lingerie. Things you don’t see every day, but would be proud to give as a gift.

Then there’s “common”. Everybody and their grandmothers are selling Alabaster Figurines on the Internet. Do they sell? Sure, in a limited fashion. Do you want to sell them? Not if you want to make any real money.

In my experience, unique products, like Rain Barrels and Parisian Lingerie, DO sell. So do Coleman Sleeping Bags, and Conair Hair Dryers. BRAND NAMES sell. Look at your potential product, and ask yourself honestly if YOU would buy it on the ‘Net.

Set your price

Take the five lowest prices you collected on a product in your list that has survived the above. Calculate your estimated cost, then subtract that from the lowest price. If you don’t see at LEAST 15% profit, don’t bother.

If you do, there are a couple of ways to proceed. You can undercut the lowest price in your “venue” by a bit, and hope to “kick off” the product and get yourself noticed. Chances are, though, that the following week you’ll find that someone has undercut YOUR price by just a bit. That becomes a losing game.

I generally set up a couple of “loss leaders”. These are desirable items (in my general product line) that I sell dirt cheap just to bring in customers. Then I price the rest of my products at the second or third lowest price in my venue. The customers come in for the loss leaders, and then I can market everything else to them via email. I spend a lot of time making my site look better and easier to navigate, and pay a great deal of attention to my customers.

That makes me more reputable in the eyes of the customer. You’ll find that people don’t mind paying just a little more if they feel comfortable in your store. They don’t like to worry that they’re buying from a “hack” who may not deliver. Nothing says “hack” like a cluttered, confusing storefront.

Follow up

After you’ve sold an item for a month or two, revise that “cost of goods sold”. Measuring past performance is just as important as setting the correct price to begin with. If sales drop, recheck your competition. If that’s not it, drop the product, or shelve it until the “season” comes back around. Don’t get sentimental about your products, and NEVER just let your store sit there in limbo once it starts to make money. This is a dynamic business; stay on top of it!

A last word (or three)

Retail pricing on the Internet is so fraught with permutations that it would be impossible to cover everything here, even if I KNEW everything. The steps above are just the basics of a process that works for me. Hopefully something here will strike a chord and work for you as well. Patience and persistence are the keys to a successful Internet business, so hang in there, and don’t quit the day job for at least a couple of weeks. ;o)

I hope this helps in your future marketing decisions.

Video Production Business Tips – The Future of Video Production Businesses

I typically try not to spend a lot of time looking into a crystal ball, but a coaching client of mine asked what I thought the video production business will look like in 5, 10 and 20 years. My insight is based on how I perceive the industry with regard to society, multimedia and technology. Here’s what I have to say.

Regarding the video business in the next 5 years, I think video overall is coming back full-force. Corporate video was very popular in the 80’s but started to die down pretty significantly in the 90’s due to the emergence of CD-ROM authoring and distribution capabilities. This is also when PowerPoint hit the scene heavily in the corporate presentation environment. In my opinion, now is a great time to start a video business and with proper marketing and sales strategies, you’ll be able to really flourish in the coming 5 years.

In 10 years, I believe that bandwidth will finally catch up with High-Definition (HD) camera quality (probably before then but definitely by 10 years). Full-resolution HD videos/films will be accessible on your laptop, phones, in your cars, everywhere! The thing to always remember though is that no matter what the technology is doing, you want to remain highly focused on content creation, or storytelling. There will always be a new technology and a new group of investors willing to dump millions or even billions into the technology.

Let the big boys spend all their money on the technology. Just get real proficient at learning new technologies as they come available. Then, teach your clients how you can help them adapt the new technologies in their communications strategies. I believe that no matter how much technology changes, there will still be a need for good video producers/storytellers. In 10 years, there will be more channels than compelling content.

It will be much easier to start your own television/web network and advertisers will have an unlimited supply of choices on where to run their advertisements. Niche markets/audiences will be the key to success in a decade. If you command a high percentage of a particular market segment, you’ll be able to develop channels with content that serves that market and make a nice income selling advertising space or member subscriptions.

Note:The tools to produce videos will get cheaper and cheaper every year so it is vitally important that you position your video production business and yourself as a producer who understands business/marketing/training communications… not just video production. You will need to focus heavily on the consultation part of the video business instead of just cameras and software. There will be people who buy gear and call themselves “pros” on a daily basis but the companies that stay focused on the “strategy level of thinking” when dealing with clients will prevail.

This has worked for me so I continue to stay positioned in this manner.

In 20 years… who knows? I’m sure that video will still be a profitable business but the technology will probably be out of this world in terms of what it can do. As I’ve stated before, no matter what the technology does, their will only be a small percentage of the population that will understand how to craft a compelling and effective message. Study the technologies over the years and figure out quickly how they apply to the video business and how your clients can use them to improve their communications.

I think in 20 years, video WILL be as common and necessary as having a website or email address is today. Instead of business cards, you’ll have a video card. Instead of a brochure, you’ll have a brochure with tiny chips that can show videos right on the paper.

The above comments were all related to the corporate video industry. How will the consumer video industry fare?

The short and probably best answer is that people will always get married, have birthday parties, and need family history videos. The point is that consumer video needs will never go away. Unlike business, video needs that ebb and flow with the economy, personal video needs are ALWAYS there. There isn’t as much money to be made serving consumers but the demand will always be there.

In fact, I can’t seem to shake the thought process of developing several consumer- related video businesses that serve this unending need. (Weddings, birthdays, college sports reels, etc.) There is a lot more competition in the consumer video industry because the videos are easier to produce and the client doesn’t have the same expectations as to quality as the business customer does. The key is to develop branded products that are easy for the customer to understand and afford. Then, promote them like there is no tomorrow!

I recommend looking at two parallel plans going forward.

Focus primarily on building a video service that develops business videos but also look at serving consumer needs. In the early years of your video production business, the consumer needs often pay the bills when the video business clients go missing in action. Plus, the consumer jobs pay faster.

How To Stand Out In The Merchant Card Services Industry

Most commercials bore me, but recently I saw one that caught my interest.

The spokesman gave the usual spiel, selling his brand and talking about how things are run today, but then he finished with something different. He said, “Why do we continue to do things the same way and never try anything different?”

Why did this statement stick with me? It’s simple. For a long time, his statement has been my business philosophy. I believe if your competition is doing something, you need to do something different.

A Copycat Industry
Merchant credit card processing is a business of copycats. There isn’t much to differentiate the various players. And there’s an entire group of players selling merchant card services that have been dubbed “me too” companies because they offer the exact same services. Often, the only thing that they differ on is cost.

Start With The Sales Call
Don’t be a “me too” company. Differentiate yourself from the copycats, starting with your sales calls. When you introduce yourself to potential clients, don’t lead with the standard line, “Show me your statement, and I’ll show you how much money I can save you.”

Instead, take a softer approach. Say something like, “I heard about your business, and I just thought I’d stop by and see if we’re a good fit for each other. Maybe we could be partners.”

If the merchant hands you his statement automatically out of habit, fend it off and take control of the situation.

Say something like: “Don’t show me that just yet. We don’t really know each other, and I’m not sure we should even do business together yet.”

Do you see how that approach is different? You’re doing something unexpected, and this puts you in complete control of the sales call. And because you’re doing something that your competition doesn’t do, you’ll be memorable, too.

Few sales managers teach this approach, mostly because we’re creatures of habit. We do things the same way over and over, and eventually we forget that another way even exists.

Because you’ve been approaching sales calls the same way for a long time, it may be hard to adopt this new approach. The easiest way is to keep in mind that no matter how hard you try, you won’t be able to sign every merchant. You can only explain your services and take them through the sales process step by step.

If you can do that, you’ll see that it stops many merchants short–but not in a bad way. They’ll see that you’re not the same old merchant card services salesperson that they always deal with, so they’ll open up to you. This will make everything easier.

Do you have other ways of separating yourself from the pack in the merchant credit card processing business?

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