Even if your prices are comparable to similar services at other clinics, clients will consider your prices in the context of their available income, the value of your services to them, and the other costs associated with a visit. Clients pay even for free visits in the time they take away from their other duties, in lost wages, and in transportation costs. They need to feel that the service they receive is of sufficiently high quality to be worth these costs and any prices you charge.

Clients may perceive your prices as unreasonable when they do not understand all the charges. For example, charges that were hidden from clients at the outset of the visit and are added on at the end can anger clients or embarrass them if they do not have enough money to pay. Clients may also think your prices are unreasonable if they are rigidly set so that clients cannot make choices about the services they will pay for or if all clients must pay the same amount.

To help clients understand that your prices are reasonable, you should:

• make sure your prices are set fairly according to easy-to-understand criteria;
   


• include in your stated prices everything for which the customer will have to pay;
   


• provide options for variably priced visits, for example, in a ICT training course, let the client choose what quantity of a short-term method to pay for the training, or whether to have specific multiple payments spaced out over the course;
   


• find out if a fee scale that varies by the clients' ability to pay would be acceptable to your clients;
   


• establish procedures so that each staff member can explain your prices in clear, simple language before services are provided;
   


• consider posting prices per service in the waiting room and including them on flyers.