A guide to better pricing

The use of fixed fees is increasing in many industry sectors including professional services. Although it is commonplace in a variety of sectors, there remains an ongoing question about its appropriateness to make businesses more sustainable. The rationale for fixed fees relative to hourly billing with regard to benefits for consumers is compelling.

However setting fixed fees at levels that generate an appropriate profit margin for firms is a continuing challenge. In this paper, it is proposed that fixed fees can be an appropriate approach for many firms to achieve acceptable profits. However, it is recognised that the approach to executing such fixed fee policies may be reason for the frustration and anxiety felt by business leaders as they seek to resist the increasing pressure from customers for wider availability of such fees. This paper takes the view that fixed fees particularly in business to consumer (B2C) markets should not always be perceived as cheap fees.

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