7 commandments for getting a better price

You do not necessarily need a better product
to get a better price ! Here's Why ..

But be clear who your customer is. 

Is he end-user ? Applicator? Recommender? Trader? Salesman?

Your answers will change ..

 We all would like love to improve our margins and get a better price from the market but the question is how? Offering a better product is an obvious answer but it does not always work. Your customers are not always in the need of a better product. Then, what are they in need of  that will make them pay a better price? Here is a list ... pick what fits you ! In each case, I have given examples too hoping that some of these will ring a bell ! 

1. Some customers pay more if you provide more FACILITIES
   People visit restaurants not only for good food but also for more parking space. Facilities are in the nature of more space, more specious, less crowded, cleaner etc .  Payment facilities - cash, card,  EMI, lease - are important.Some will pay more for door delivery
2. Some customers pay more for ACCESS to someone they like to interact.
   People visit those exhibitions where they meet the type of people they want to meet.  People want to join those clubs whose members they are keen on mixing with.   People buy tariff plans of those cell networks who cater to their friends.  People become members of the social networks frequented by their friends.
3. Some customers pay more for SERVICE
   People pay more to DHL because of their service of net-enables "parcel tracking service".People choose insurance company only on premium but one which settles claims faster. Lot of market share of Maruti Suzuki is because its service network is wider and deeper.
4. Some customers pay more for HUMAN SERVICE / EXPERTISE / TRUST  
   A doctor which charges more has the reputation of curing difficult cases. A lawyer which charges more has won more cases and is more famous. The same goes for businesses where competency is more important.  Tickets for a known singer's performance are at a higher price.  All of us are willing to pay / wait more for our favorite hair dresser.  Auto-check-in machines exist at airports and yet many wait in queue to see the agent. All of us frequent the same retailer / restaurant where we  are personally recognized
5. Some customers pay more if it gives them the STATUS they seek
   An Arrow shirt has not only better quality but the "A" on the sleeve sends out a signal. Director of Mercedes said; " 25% price is for the car, the rest is for the "star""
6. Some customers pay more for SAVING THEIR PRECIOUS TIME
   Shopper's Stop calls its members to inspect items on sale before others and avoid queues.Vendors with ready stock charge more but you get material fast and proceed ahead. In a money-rich and time-poor world there are many ways to charge higher prices. Pre-cut vegetables, ready-mixes of food, home delivery of foods all are time saving ways.
7. Some customers pay more for having a LOWER RISK
   Samsung sells "extended warranty period" on its cell phones and it has a value! Customers buy steel pipes from Welspun because its quality is already certified by APPA. 

In addition do not forget the TWO UNIVERSAL PRINCIPLES : Customers will pay more for a better VALUE PROPOSITION which fits the customer's needs and wants better - and IF THE CUSTOMER COMES THROUGH CERTAIN KIND OF CHANNELS where the costs of operations are higher like airport outlets etc.
By the way, it has always struck me why the students in the entrepreneurship courses do not think of simple and easy to implement ideas where money is surer, faster and safer. Why do not they think of providing facilities, access, service, expertise, status, risk reduction and time-saving to people?