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by jeffparsons
43 days ago
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I've regularly heard something similar said of consulting work, too. Many people new to the game worry about charging too much, because if a client is paying more then surely the pressure will be higher. Instead they end up experiencing the opposite: charging a higher rate tends to get them a better kind of client. I'm not sure what the exact lesson is here. Something about stingy people not being nice to work with, perhaps? |
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The name for this is the Veblen Effect [0], and it applies to all irrational market behaviour where people are actually happier with luxury goods the more they pay for them.
Funnily enough, I've seen some of the exact same clients brag about how cheaply they got something else. The lesson I've drawn is that they're mostly looking for approval, so they're equally interested in buying status as they are in getting real stuff done. It's a win/win if you deliver a great product that they can brag about, because they'll do the hard work of selling it to themselves for you.
A corollary of that psychology is that some, maybe even most people are never happy with stuff they paid market price for. They either think they could've gotten it cheaper, or they think they could have gotten more for their money. Paying market price makes them feel like a chump. But paying way more than market has to be justified to themselves first. It's simply too embarrassing to admit that they might have overpaid an arm and a leg. So as a contractor, pricing your work as either very cheap or very expensive, on the margins of the parabola, alleviates this vague sense of dissatisfaction from your clients' internal debate, and gives them the peace of mind that they're actually trying to buy.
[0] https://en.wikipedia.org/wiki/Veblen_good