dr. burris' practice has experienced. but to do that you have to know how to properly price your product or service. make things too expensive, you'll lose customers, make them too cheap, you'll lose money. as we found out from the owner of an indianapolis hardware store, you have to know your customers. think about their needs, and understand the competition. >> everybody in the industry always talks about service. service, service. but, really the underlying theme for most consumers is really pricing. >> no matter what anyone says he believes your small company must always compete on price. >> the pricing is not there, people are going to just going to i like the store, i like what you have but they'll quietly go down the street where they know it's at a better price. >> the owner of north meridian hardware says understanding your price something a reality of doing business. >> people are watching dollars. because, $5 saved here $15 saved here $20, you know that adds up. >> with so many clients doing their research, kei