Leaving Unspoken Value Out of Pricing

I have been working on a pricing analysis for a customer who has been struggling with feeling really uncomfortable with her prices. This got me thinking that I should share with you one of the misconceptions behind pricing that can lock our brains into a box.

We often fall into a transactional thinking with setting prices:

Product + $ = Transaction

But, pricing and sales is not solely a transaction there is much more. As an example, think about a time when you have done your best work. How did you feel? Your best work comes form deep inside of you. It is a combination of your wisdom, knowledge, security and caring to name a few. It is that "giving" of your services and products that you are sharing. In return, your customers are "giving" YOU something more than just dollars. They are a provider of generosity and caring.

In the work for the customer we are turning inward at just this level of deep understanding. We are comparing the qualitative aspects that come from within. This has allowed the customer to start thinking about her pricing from that level. She is now realizing her unspoken value of her pricing.

Are you leaving unspoken value out of your pricing? Let me know your thoughts and thanks for reading.