Under-pricing your goods and services to attract new customers is a tactic used by many businesses. In the short term, it keeps the work rolling in and your staff busy. But the ‘keeping busy’ strategy only works for so long. In the longer term it can be detrimental to your business model.

Your customers will become used to paying the initial low price, making it much harder for you to then justify increasing the cost. Very soon you could find yourself providing goods and services as a loss leader which will lead to your business leaching money.

Try not to give into the temptation of under-pricing the work you do. Focus on the superior service that you are able to offer rather than being price-led. Our business advisors can undertake a thorough analysis of your business model and ensure that your business plans and pricing policy is sustainable.