By: Shama Hyder
This is a fairly common situation in our field of work:
“Shama, I can REALLY make a difference in a client’s life. This process/method/service can be so beneficial to them. Yet, when I state my price-they usually bail!”
This isn’t because the client doesn’t get it. It’s because you haven’t properly conveyed your value. So, let’s see how you can establish your value in front of a client.
Realize that all business is show business, and develop your star quality! This is the same message conveyed by the charming Tsufit in her new book Step Into the Spotlight! Before a prospect ever has a selling conversation with you, you should already be a star in their eyes. This doesn’t mean Paris Hilton style antics. It means making sure that you are already perceived as a credible resource. Check out this online marketing guide to help establish your credibility online.
Set priorities…and limits. When I first started my business, I didn’t let my clients know how much time I would be able to devote to the project. Inadvertently, I ended up working as an employee and not an entrepreneur. I was afraid that my clients wouldn’t think I was committed to the project. Then, I found myself surprised when they were expecting me to email back on weekends. Didn’t they value my time? It took me a while to learn that lesson! Now, I am very clear about letting clients know how much time I will be able to devote to a project. Even if you don’t charge by the hour (and we don’t), set your limits with clients.
Compare price to value. Most people make the mistake of equating price to time or project completion. Both are fine, but compare price to value. What is 500 dollars of personal training compared to fitting into a size 4 on your wedding day? What is the value of marketing mentoring compared to a full practice in a few months?
Leverage case studies. What results have you achieved for past clients? Did average Joes and Janes find success using your methods? This works in two ways. 1) It allows for social proof. If someone else found enough value in it, perhaps I should consider it too. 2) It showcases you as the expert. You command your fees because you KNOW what you are doing.
Most importantly, you have to see and believe in your own value. Nothing beats that!