There I was in Starbucks, not 20 minutes ago, walking over to a table to sit down.
In my left hand I held a $1.65 cup of black, French Roast coffee. In my right hand I held a $10.95, 16 ounce bag of French Roast coffee.
Pretty dumb if you ask me. After all, the pound of coffee will probably lead to 60 cups in my office over the next month or two. I’m no math genius, but that comes out to about 18 cents a cup.
So how is it possible that they can get me to spend nine times as much on a cup as on a bag (at the exact same moment, no less) when I have a demonstrated ability to brew it up on my own?
You know the answer: Convenience, comfy chairs, a home away from home, a chance to run into other people in town, nice music, etc.
If you think your prices are the reason more clients aren’t hiring you, I’d like to suggest that you’re looking in the wrong place. Figure out how to make the experience easier/faster/less risky… nicer (!!), and maybe they’ll pay you nine times what it costs to do it themselves as well.