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Yes... if your site makes a great sales effort, you will be able to build a higher
perceived value. And that will support a higher price. As we will see later, you
will actually be able to measure this via the MYPS! survey!
Whatever that value is, when it comes to selling on the Net... never price
beyond the value that your Web site creates and that your product
supports. Not if you want to build a successful, growing, long-term business.
2.5.5. The Infamous “Plus S&H”
“Plus shipping and handling”...
That famous phrase! Everyone’s aware of these hidden charges, of course. But
somehow S&H is just not part of the price. Let’s say that you charge $39.98 for
a Crocodile Dundee knife. Plus, of course...
Shipping & Handling of $9.98
So, Mr. Smith, what does that knife cost? $49.96? No, by the time Mr. Smith
has decided he must have the “That’s-Not-a-Knife-Now-That’s-a-Knife” knife, it
only costs $9.98.
Including S&H in the price of your product is a big boo-boo. It can only mean
one of two things...
1) Your product looks $9.98 more expensive… or...
2) You’re losing money. You can only do that for a while. If you build
customers on the basis of price, be prepared to lose them when you have to
start making money.
We should add one warning. People do notice S&H if you gouge them. Don’t
make a profit on S&H -- just cover your costs.
Order now -> http://myps.sitesell.com/
Make Your Price Sell!
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Naturally, if you’re shipping digital products directly via the Net, S&H is free! In
that case, sure... be generous. Tell your customer...