In such a period, you look at price differently. Not just as an incentive, but also as a signal: what does it say about quality, trust, and choice? It is a moment when it pays to reflect on your pricing strategy. Chris Brillouet, Country Manager myPOS Benelux shares three lessons for entrepreneurs that go beyond simply being cheaper.
1. Price as the first impression
Price is often the first thing someone sees. Even before service, atmosphere, or quality. For many entrepreneurs, price is a calculation: costs in, margin on top. Logical, but for consumers, it often works differently. It creates an expectation of what you will get. Sometimes a low price feels attractive, sometimes it feels questionable. Is it really worth it? Take a hairdresser who keeps their rates the same for years while everything around them gets more expensive. That can come across as sympathetic, but it can also raise questions about value. It’s not about being more expensive or cheaper, but about a price that feels logical. A fair price that matches the experience, craftsmanship, and service you provide. If that first impression is right, trust develops almost automatically.
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2. A good story helps in decision-making
Smart pricing psychology quickly evokes images of €9.99 instead of €10 or temporary promotions. They have their place, especially to bring something new to attention. But for many consumers, trust is now found elsewhere. Clarity is becoming increasingly important. Entrepreneurs who explain why something costs what it does often receive more understanding than resistance. Not because consumers accept everything, but because they want to know what they are choosing. Think of a restaurant that shares information about seasons, ingredients, or suppliers when prices fluctuate. Such an explanation doesn’t feel like a sales trick, but helps to make a conscious choice – without surprises later.
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3. Calm through consistency
In uncertain times, consumers seek stability. They feel comfortable in places where they know what to expect. This also applies to price. A clear, consistent price often inspires more trust than constantly changing promotions or 'only this week' offers. Stores and service providers that stick to clear prices, without surprises at the checkout, provide peace of mind. Customers know what to expect and come back for that reason. For entrepreneurs, this means less emphasis on discounts and more room to build a sustainable relationship. Price thus becomes part of the experience, rather than a separate incentive.
The question is not whether you can raise your price without losing customers, but what your price says about your business. And whether that message aligns with what you want to convey. Entrepreneurs who handle this consciously often find that customers are more understanding than they might have thought. Especially in quiet months, a fair, clear price can make the difference between being passed by and staying.
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