how to price your services
Post on 20-Aug-2015
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Pricing Your ServicesPricing Your ServicesStrategies, Tactics & AttitudeStrategies, Tactics & Attitude
Mark SatterfieldGentle Rain Marketing
The impact of Pricing decisions The impact of Pricing decisions is often underestimatedis often underestimated
McKinsey study: Pricing has a greater impact on profitability than either sales volume increases, cost reductions or other improved efficiencies.
What we’re going to cover What we’re going to cover todaytoday
Setting fees/prices– Models– Mindset
Negotiating– Price comes up twice in the discussions.– How to determine if the person has money.
Pricing…more than just what Pricing…more than just what you charge.you charge. What prices say about your work Importance of having a pricing strategy
– Dominate a market niche.
However, we often approach pricing from the perspective of “It’s the primary reason people don’t hire us.”– Erroneous assumption– The research that has been conducted shows that it is not
among the top 3.– However…it is the most often heard EXCUSE for not
hiring someone.
Attitudes towards pricingAttitudes towards pricing
Pricing is more a matter of communication and ATTITUDE
You can always be under-priced so might as well stop using it as an excuse
Price is based on VALUE.– If you don’t communicate BENEFITS your price is
ALWAYS too much.– People are not as price conscious as they are VALUE
conscious
Attitudes towards PricingAttitudes towards Pricing McKinsey Study: “Sellers of services usually have a lower
perception of the VALUE of their services then the buyer.”
Gartner Study: “Most providers of services have more problems with their price structures than anything else-Customers usually have fewer problems with the price. Price resistance is almost always in the mind of the seller not the buyer.
Exercise…What is the value that others receive from working with you?
Worthiness– www.MarianMassie.com
Setting your priceSetting your price
Where in the market do you want to operate?– The reality is that prices are all over the map
VolumeExclusivity
Pricing model: HourlyPricing model: Hourly
Least effectiveTrading time for dollarsOk for entry level services.Bad for projects…not good for you nor
your clients.
Project Pricing ModelProject Pricing Model: : The MichelangeloThe Michelangelo
One price for you to do the work.Lower price for working with a member of
your staffMiddle price for working with a member
of your staff who is supervised by you.
Pricing model: Success fees. Pricing model: Success fees. Contingency arrangementsContingency arrangements
Pure success or retainer against success?The abandonment factor.How to keep people honest.
Pricing: AscensionPricing: Ascension
Entry level the price very low. Add components incrementally
Flow chart the process by which the client achieves success.– What will they need at various stages
Works best with a Bundled/Unbundled strategy
Pricing: Bundling & UnbundlingPricing: Bundling & Unbundling
A “component” approach to pricingHow it works
– Break you services offer into all of its components. Over the course of a year, what would the client get?
– What is the logical sequence?
GRM: Segment the marketGRM: Segment the market
Those who want to Learn – Desire for Knowledge
Those who want to Do– Desire for Results
90%/10%– The appeal of information products is to the 90%.
Pricing for the 10%. Pricing for the 10%. Components of MarketingComponents of Marketing1. Marketing message/Differentiation2. Creation of Free information article/report3. Development of one-page lead capture website.4. Autoresponder sequence5. Promotion of the free report
– Direct mail– Google/Secondary search engines– Articles (Article distribution services)– Trade shows– Co-registration– Speaking
PricingPricing
Bundled…$15,000 against 10%
Unbundled A…Individual components. Client self-selects what they need.– We do them for you (Price X)– We teach you how to do them (Price Z)
Unbundled B…We organize the sequence.– 6 months. March you through the drill.
Pricing Model: Pricing Model: Continuity/Forced ContinuityContinuity/Forced ContinuityBy once charged till disconnect.
– Memberships– Subscriptions– Eliminates renewal decisions
Forced continuity.– Buy product A, you are automatically enrolled
in Continuity Program B.– Advantages/Disadvantages
Negotiating Prices & FeesNegotiating Prices & Fees
But before we do… Next months Inner Circle program
– Email marketing Mailing Lists, Subject Lines, Avoiding SPAM filters, Email
in follow up, Text vs. HTML, 3 Different types of emails you need to send regularly to your group…
July– Mastering Trade Shows
Your ideas and questions are always welcome.
Determining if you prospect can Determining if you prospect can afford your services…getting price afford your services…getting price on the tableon the table Prices come up twice in the discussion (Helping
Clients Succeed. M. Khalsa) Have you established a budget for this?
– How much?– How were you planning on funding this?
3 part question– I don’t know how much this will cost you…– Others seeking similar results…– Can you see yourself falling somewhere in that range?
Overcoming price resistanceOvercoming price resistance When to discuss price
– Problem– Results– Then…Price
Loading up the “Balance beam”.– Communicating benefits…”Here’s what you get and
this is why it’s important to you.”– Other critical component of communicating benefits is
focusing on issues of fear/insecurity Thought it would be easier to get new clients Others seem to be successful, what am I doing wrong? Get leads but can’t seem to convert many of them. Would love to just be able to focus on the specific service I
offer…would like to have marketing run on auto-pilot.
Summary on PricingSummary on Pricing
It’s a much a matter of Attitude as it is Tactics. Different approaches you can adopt.
Naturally if you’d like to discuss your personal pricing strategy please let me know.
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