I was discussing with a friend today about someone commenting on Facebook that his service was “expensive”. He is not cheap by any means, but he is ridiculously good. He uses high quality equipment, he is certificated by his professional body, he has a natural talent for creating great results and he gets amazing feedback from everyone who uses him.

Bowman’s Strategy Clock was designed to help corporations decide how to position their products but it applies just as well to private businesses. My friend, like MOST owner managed businesses outside retail, needs to be at 4 o’clock – above-average prices but high perceived value. And the key word is perceived – what the customer thinks your product or service is worth before they even experience it.

We all expect a Mercedes or a Bentley to be high quality before we even set foot in the showroom. Your problem is people have to decide to use you before they find out for themselves how good you are.

Your business probably needs to be the same as those great brands – what are you doing this week to increase the perception people who aren’t yet customers have of your service?