Have you ever wanted something so badly to the point you could feel it in your bones?
And then when you found out the price, it didn’t matter whether it was something you budgeted or even though you had the money for? You found a way to make it work, didn’t you?
Have you thought about what would change for you in your business if you could create that kind of desire in your clients?
How often as entrepreneurs do we wonder “will people really pay that much?”
We aren’t sure if people will see the value in what we do, if our time is worth that much, if we have enough credentials or experience, or if we can honestly justify ourselves against other people.
The honest truth, is that from the client’s perspective, no, none of that matters. All those things you are, aren’t worth a whole lot to them. Yes, those things will get their attention, but they won’t want to pay for it.
The client isn’t in it for you, they are in it for them.
When you make it about you and what you do, I can pretty much guarantee that the client will make it about price.
What they want to pay for however, and will happily do so, often at much more than they thought they could afford is what they will GET by working with you.
When you make it about them, and what will change and how their situationally specific challenge can be mastered, you can sit back and watch your profits soar.
Would an example help?
Take for example if I want to hire a personal trainer, what do I really want?
- To work with this person at an exorbitant hourly rate so they can torture me with all the latest and greatest trends and his advanced techniques?
- OR do I want to get fit, lose a few lbs and get a 6 Pack of Abs as quick as possible?
Do I care that the trainer is educated and certified? To be honest, yes. I want to know that I am dealing with a professional. But beyond that any advanced degrees in kinesiology or specialty certifications only matter if I will get my 6 pack faster. See, it’s about ME, not the service provider.
So what am I buying?
- If this trainer shows me all his credentials and lets me know his hourly rate and that if i buy a package of X sessions I will get X discount, then I may or may not buy the package and will try to stretch the sessions to stretch my dollar.
- If this trainer tells me that in 12 weeks I will gain X pounds of muscle and lose X pounds of fat and have that coveted 6 pack if I follow this EXACT program, then I’m going to want that program! And I most likely would pay much more for those 12 weeks than I would under the first option to buy his time.
Making it about you often will result in an unhappy client
The only problem with option # 1 is that I most likely won’t get the results I want as I try to minimize his time and my financial commitment, yet I still think I’m buying a 6 pack when the trainer sold me his time and credentials.
Can you see how when the trainer made it about him, I was concerned about what it would cost AND I still wanted results? But when he made it about me, I was more than happy to pay for it?
My challenge to you this week is to take yourself out of the equation and focus in on what exactly it is you do for your clients. Really focus what you have to offer on what’s in it for THEM.
Then position what you have to offer to be all about them, and suddenly those questions above about your time and expertise won’t matter because “you” and your credentials etc, will be out of the equation, and instead what will be of utmost importance to them will be what they get from working with you.
Now, how do you feel about your fees?
Remember I am here always cheering you on, if you want some help with creating desire in your clients so you can charge what you are worth, I invite you to apply for a complimentary Profit Breakthrough Session.
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