J. Wellington Wimpy, a character in the long-running comic strip Popeye, often spouted his famous catchphase, “I’ll gladly pay you Tuesday for a hamburger today.” Tuesdays must not exist in Popeye’s world since Wimpy is never illustrated issuing any form of remuneration for the food he consumed. Instead, he is seen using the same tactic over and over again.
Some of your prospects are Wimpy-esque in their attempt to buy from you, issuing assurances of buying more or paying more in the future if you discount their initial purchase. These wasted promises are like Wimpy’s empty pockets, leaving you and that prospective customer without a sustainable relationship that works for both parties.
To avoid these Wimpy outcomes, set your price based upon the contribution you will make to the value your customer is looking to receive. As you do, your client will receive dramatic ROI while you are equitably compensated for your efforts.