The 3 Little Big Rules for Communicating Pricing

The 3 Little Big Rules for Communicating Pricing

No frills? Or no clue? There has been a creepy trend among corporate industry in the last decade or so to quote misleadingly undercut pricing in order to grab a sale – and then throw in little fees and extra costs on top in order to grab a quick profit win. We’ve seen this with some banks, airlines, and various online services. It is a way of presenting a seemingly ‘bare-bones’ price that excludes essentials – and then packing on the bucks when the buyer signs on because those essentials are actually needed. Or just because they are being snarky sneaks. The industry term is called ‘No-frills’. In the language of the consumer these are called ‘Hidden fees’. In advertising this is called ‘bait & switch’.   In Little Big Mouth language, I call these OMFs. Old-school MBA Fails – though I would love to use two other words there that begin with M and F… The economy is pretty unstable right now. Imho (which you might have realised is never humble as a Little Big Mouth) we are in this situation because of this old-school MBA mindset of dominating, dividing and charging the world in the name of instant profit gratification. The idea of focusing on longer-term connections and sustainability (yes, that means better profits) has been forgotten. Which is one of the main reasons why I started Little Big Mouth.   In the spoils of this masculine, old-school business model, many corporations have lost touch with their People: their employees, their customers and their communities. Those of us who are up against glass ceilings are simply ‘not...

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