Setting the right price to sell quickly in Switzerland (2026)

1) Market research: the basis of a good price

Search for comparable listings

Before setting your price, analyze the local market. Search for similar products for sale on multiple platforms:

• HamsterDeal, Anibis, Ricardo, Tutti, comparis.ch
• Local and specialized Facebook groups
• Specialized sites (AutoScout24 for cars, Homegate for real estate, etc.)

Comparison criteria

For each comparable ad, note:

• Asking price and date of publication
• State : new, like new, good condition, acceptable
• Age and usage (mileage for a car, hours of use for a device)
• Accessories included : box, warranty, spare parts
• Canton : prices vary between regions (Geneva vs Jura)

Check out our guide on filtering by canton to understand regional price differences.

Calculate the market price

Average the 5-10 most similar listings. This will be your reference “market price”.

2) Pricing strategies according to your objective

Strategy 1: Sell quickly (−10 to −15%)

If you are in a hurry (moving, need cash), position yourself 10-15% below the market price.

• ✅ Quick sale (a few days to 1 week)
• ✅ Numerous contacts and high visibility
• ❌ You lose a little margin

Strategy 2: Fair/optimal price (market price)

Position yourself at average market price for a balance between speed and profitability.

• ✅ Usually sells out in 1-3 weeks
• ✅ Price perceived as “reasonable”
• ✅ Good balance

Strategy 3: Maximize profit (+10 to +20%)

If you have time and your item is rare or in excellent condition, try 10-20% above.

• ✅ Better profit if you find the right buyer
• ❌ Longer sale (several weeks or even months)
• ❌ Risk of having to lower the price later

Strategy 4: “Anchor” price with negotiation

Display a price slightly higher than the desired price (+5-10%) to leave room for negotiation.

• ✅ Buyers love to bargain and get a “discount”
• ✅ You arrive at the price you really wanted
• ❌ Initial price may discourage some buyers

3) Psychology of price: the figures that sell

“9” technique (charm pricing)

Prices ending in 9 or 99 are perceived as more attractive:

• ❌ 500 CHF → ✅ 499 CHF or 490 CHF
• ❌ 1200 CHF → ✅ 1199 CHF or 1190 CHF

This technique works particularly well for consumer goods (electronics, clothing, etc.).

Avoid “round” prices that are too obvious

A price like 500 CHF seems arbitrary. A price like 480 CHF or 520 CHF seems more thoughtful and justified.

Low price = low perceived quality

Warning: a price that is too low may give the impression that the item has a hidden problem. Stay within a reasonable range (−15% ​​max of the market).

4) Negotiation margin: anticipate offers

Mention “Firm price” or “To be discussed”

• “Firm price”: you will not negotiate. Use if you are already at the floor price.
• “Price to be discussed” or “Price negotiable”: you are open to reasonable offers.
• Do not mention anything: leaves the door open, but without actively encouraging negotiation.

Respond to low offers

You will often receive very low offers (−30% or more). Here's how to manage:

• Serious offer (−5 to −15%): quickly accept or counter-offer
• Average offer (−20%): counter-offer halfway if you're interested
• Ridiculous offer (−40%+): politely ignore or respond "Thanks, but the price is already very low"

Counteroffer technique

Don't rush. Respond in a friendly, professional tone:

"Thank you for your interest! My current price is 450 CHF, which reflects the excellent condition of the item. I can give you 420 CHF if you pick it up this week. What do you think?"

5) Timing and price adjustments

When to publish?

• Start of the week (Monday-Tuesday): more visibility, people view the ads the following weekend
• Before pay periods (end of month): buyers have more available budget
• Suitable season:
  • Bikes, garden equipment → spring/summer
  • Ski, winter equipment → fall/early winter
  • Electronics, furniture → all year round

When to lower the price?

If your ad does not generate interest after:

• 1 week: drop by 5-10%
• 2 weeks: drop another 5-10% or re-evaluate your base price
• 1 month: consider a complete overhaul (photos, description, price)

Check out our guide Sell quickly: photos, title and description to improve your ad.

Refresh ad

On some platforms, you can "refresh" or "upgrade" your ad for free after a few days. Do this regularly to stay at the top of search results.

6) Common Mistakes to Avoid

❌ Price too high from the start

Too high an initial price creates a bad first impression. Even if you then lower it, the ad will be "marked" and buyers will hesitate.

❌ Lower the price too quickly

Wait at least 5-7 days before making a first drop. Dropping too quickly gives the impression of desperation.

❌ Don't justify a high price

If your price is above market, explain why in the description: "Warranty still valid", "New condition, never used", "Additional accessories included", etc.

❌ Ignore the competition

Keep an eye out for new listings. If a competitor releases the same product for less, adjust your price or improve your offer.

❌ Price without logic

A price like 1234 CHF seems arbitrary. Round or use psychological numbers (1190, 1250, etc.).