I was finishing the rough draft of this post when something on Twitter caught my eye. My friend Jay Ehret, wise counsel to entrepreneurs and owner of The Marketing Spot consulting firm, asked the question, “What should you do about discount pricing?”
Jay’s post was full of insights from his Twitter friends and fellow marketers: a great diversity of opinions.
I had to smile at the synchronicity because the post brewing in my head was my best case against discounting your services.
Thoughts on why I like to sell cheap stuff, but I will not discount (with the exception of nonprofits doing brilliant work without much support from the world).
And when I say “cheap stuff,” it has nothing to do with the value of my product—or lowering my prices. In fact it is just the opposite. That my product (or service) has so much value that I am breaking it down into smaller pieces so people who wouldn’t normally have a chance to consume it can have a little taste.
Think Small, Win Big: How I Actually Make More by Selling Cheap Stuff
I am in the business of helping other people get more business. I do that by helping people figure out exactly what it is they want to say and then forming the message in a way that attracts the customers they want—while keeping their unique voice.
Sometimes that can be a long process—a huge project. Copywriting for a 12-page website, a set of consistent social media profiles and an About page that demonstrates to customers the quality and credibility of the product and delights them with the amazing and unique personality behind the business.
When I figured out how to give fearful customers that little taste—because let’s face it, a whole website is just too enormous (and possibly too expensive) to commit to—I began to see a nice increase in clients.
Try a little thing before you buy a big thing was exactly what they wanted.
Selling mostly high-ticket services can be scary because it’s a big investment for your customers. And they don’t want to hire someone they don’t yet trust.
Business coaches can run into this problem. So can copywrtiters. And graphic designers. And marketing consultants.
I settled on a few small packages where customers can take a ’test drive.’ Like a comprehensive blog critique—at a much lower price. So they could try me out without breaking the bank.
Tammy Redmon, an extraordinarily talented executive coach and a client of ours (we created her new website), provides small, affordable two-hour action strategy sessions to help businesses create their own private plan for growth.
A personal fitness trainer might market a fitness assessment and one hour of training based on a customized plan. An accountant might offer a one-time “look-at-your-books.”
How about you?
What do you do to make buying easier and less scary for your customers?