7個理由，你的小生意或自由職業無法賺到足夠的錢（下）
點此閱讀：7個理由，你的小生意或自由職業無法賺到足夠的錢（上）
5. Pricing doesn’t include enough margin. 5. 定價不足以容納利潤增長的空間。
The unbillable time that you.spend selling is a real cost that could mean the difference between a fat profit margin and not making enough money. Additional unbillable time that is necessary for your business includes time you spend on operations: keeping your books in order, invoicing and collecting payments, maintaining your website and maintaining your brand.
你花在銷售上的不可計費時間是一筆真正的成本，這可能意味着豐厚的利潤率和賺不到足夠的錢之間的差距。對於你的企業來說，額外的不可計費的時間包括你在運營上花費的時間：保持你的賬目有序，開票和收款，維護你的網站和維護你的品牌。
Do you know how much time you are spending on what activities? Does your pricing account for all of your time?
你知道你在什麼活動上花了多少時間嗎？你的定價是否佔據了你所有的時間？
6. Client targets are too low. 6. 客戶目標太低。
When you do come up with a price that accounts for all of your time, you might see that the breakeven price is much higher than you have been charging to date. You might fear that your clients will balk at paying this increase. This fear may be unfounded, because if clients have been happy thus far, they may not want to lose you.
當你提出一個佔了你所有時間的價格時，你可能會發現盈虧平衡的價格遠遠高於你迄今爲止的價格。你可能會擔心你的客戶會拒絕支付這一增長。這種擔心可能是沒有根據的，因爲如果客戶到目前爲止都很開心，他們可能不想失去你。
You can increase prices gradually or offer payment plans -- there are ways to negotiate a price increase so it’s more palatable. However, you might find that some of your clients are unable or unwilling to pay the higher prices. You need to build your business around clients who can pay the prices you need to hit your earnings target.
你可以循序漸進地提高價格，或者提供付款計劃——有幾種方式可以協商價格上漲，這樣就更容易接受了。然而，您可能會發現您的一些客戶無法或不願支付更高的價格。你需要圍繞那些能夠支付你實現盈利目標所需的價格的客戶建立業務。
You need to account for all of these activities when you set your pricing to ensure that it has enough margin to cover not just executing the work, but all of your operations. Many small businesses' pricing does not include enough margin, either because the small-business owner only considers the hours they are actually executing the work or because they underestimate how much time is spent on these unbillable, but business-critical, activities.
當您定價時，您需要考慮所有這些活動，以確保它有足夠的利潤，不僅包括執行工作，還包括所有操作。許多小企業的定價沒有包括足夠的利潤，要麼是因爲小企業所有者只考慮他們實際執行工作的時間，要麼是因爲他們低估了在這些不可計費但對業務至關重要的活動上花費了多少時間。
7. Offering is too small. 7. 報價可選擇性太少了。
If your clients are right and your pricing is right, another area to review is your offering. I coached one design consultant who offered a range of services, from strategy to execution of a branding plan, and sold each step individually, as well as in a bundle.
如果你的客戶是對的，而你的定價是對的，那麼另一個需要評估的領域就是你的產品。我指導過一位設計顧問，他提供了一系列服務，從戰略到品牌計劃的執行，每一步都是單獨銷售的，而且是捆綁銷售。
However, the selling cycle for individual pieces was just as long as for the larger projects. This meant the margins were much smaller, and that she was better off focusing on the larger offerings. She could still take on smaller projects opportunistically, or refer these out and take a fee. You don’t have to say "yes" to every sale, because not every sale is of equal value.
然而，單個項目的銷售週期與大型項目一樣長。這意味着利潤率要小得多，她最好專注於更大的產品。她仍然可以投機取巧地承接較小的項目，或者將這些項目提交出去並收取費用。你不必對每筆交易都說“是”，因爲並不是每筆交易都具有同等的價值。
If your small business is not making enough money, there are many levers to pull to improve its profitability. You need to know your numbers, from the unbillable time you are spending to the price of each individual offering. The small businesses I see struggle the most are ones that don’t have a concrete sense of their numbers.
如果你的小公司沒有賺到足夠的錢，有很多方法可以提高它的盈利能力。你需要知道你的數字，從你花在賬單上的時間到每一件商品的價格。在我看來，最掙扎的小企業是那些對自己的數字沒有具體認識的企業。
Keep a time log. Review your historical sales for pricing, scope of project, client size, client mix and sales channel. Look for the areas that you can improve in your business based on the profit you want, as well as the psychic and lifestyle benefits you wish to retain.
做一個時間軸。回顧你的銷售歷史，包括定價，項目範圍，客戶規模，客戶組合和銷售渠道。根據你想要的利潤，以及你希望保留的心理和生活方式上的好處，在你的生意中尋找你可以改進的領域。
