Too many shop owners just don't really understand pricing strategies and, as a result, use "cost markup" as a basis for job pricing. This can cause your prices to be way out of line on some jobs when compared to competitors. No matter how good you are, you can't survive and prosper if the public thinks you're too high-priced.
Most shop owners understand where their numbers need to be a the end of the month, but don't really understand how to price each job in order to get there. Worse yet, they may not do certain types of work because of the numbers, when in fact those jobs can be highly profitable.
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