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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Don’t increase price, increase value

Consumed => “Setting and Increasing Pricing Involves Evaluation, Not Fear” by Rick Caro on ClubIndustry.com.

http://clubindustry.com/forprofits/pricing-involves-evaluation-1001/index.html

Left a comment…

I believe the word Rick is looking for in the last two paragraphs is value, and the perception there of. While I’m certainly not going to advocate spin and Newspeak-esque marketing, announcing an “increase” to someone who in many case might not even have a firm idea of what they’re paying should be approached with extreme care.

Finally, Rick mentions, “Because most club owners don’t have specifics about their members, they must sell the price increase in a general letter.” Those who are that disconnected from their guests should probably allocate some of their increase to closing that gap. Sooner rather than later. Or else?

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