The Real Way to Sell High-Priced Packages

Posted in: Dreams, Pricing, Sales, Vision- Jun 19, 2017 2 Comments

No More ROI: The Real Way to Sell High-Priced Packages

Do you want to know what keeps a lot of coaches, consultants, financial advisors, accountants, educators, health & well-being practitioners and other service providers from charging what they’re really worth?

It’s that all-too-common belief that “I am not a sales person.” Combine that with a healthy dose of “It’s rude or uncomfortable to discuss money,” and you can see why it’s just easier to keep your rates low. I am sure you know what I mean.

But, now it’s high time to think of your services from a different angle. It is not about selling; in fact it never was. It is all about how oyu can support your client live the life they yearn for or run the business of their dreams. Once you get this, not only will you see things in a clearer light, but ‘selling’ suddenly won’t feel so…salesy.

Here’s how traditional pricing discussions go:

You talk to a potential client, and you explain what you can offer, how your service works, what he or she can expect (how many calls/emails, phases of work, length of contract), etc. And then you say, “My rate is $XXX.00. per hour”

Your client either says yes, no or maybe.

Let’s turn that around, and rather than focus on what he or she will get from YOU, take a look at what they will achieve when they hire you.

If they have a business, talk about attracting more clients, talk about improved cash flow and talk about hiring a team that would not want to work anywhere else. Talk about their initial vision they had for their life some years ago. Talk about how much more profit they will make when they hire you; how much weight they will lose when they start your program or how they will be able to save up and buy their dream house one day in the not-too distant future.  Show them that by working with you, your price is inconsequential because they will earn it back three times over or more for the rest of their business or personal lives. 

Who wouldn’t jump at that with arms wide open?

What you’re doing here is not talking about the cost of your service, but rather the cost of not hiring you. Because if your potential client doesn’t work with you, they would be standing still or even worse, go backwards. If they do nothing, nothing will change, grow or improve. It is important that you show your client the cost of their inaction; the cost of their indecision and the cost of not doing something differently to what they are doing now. “What will change if they do nothing?”

Inaction, indecision and exaggerated adversity to risk might mean years unhappiness, non-fulfillment and unsuccessful business ventures. Imagine what it might be worth to your client to lift that depressing scenario for them and instead open the door wide and let them look at what is possible.

Your services could:

  • Add invaluable happiness to their lives
  • Help skip years of wasted effort and cost without much reward in their businesses
  • Save loving relationships. That’s priceless.
  • Create lifestyles that otherwise would have seemed impossible.

You just have to paint the picture of what is possible when they get the right support at the right time. Paint the picture of what is possible when they take make a choice and decide to do something that has been proven to work.

What will life/business/health/finances/ love look like without your services, and what can it look like with you? Once they see the difference, pricing becomes nearly irrelevant.

It’s not about the pricing; it’s about the authentic, genuine and long-lasting value you can add to their lives.

With Love,

19 June, 2017

2 Responses to “The Real Way to Sell High-Priced Packages”

  1. Reply Penny Kidd says:

    Thanks for this timely post Kim! I’ve been grappling with this a lot lately, trying to nail down what exactly they WILL get from working with me as a Financial Coach. Each story is different, so trying to come up with some generalities when I don’t know exactly the direction our work will take us has been hard for me, but I’m on a quest to come up with this solution! You’re so right the it’s not about the pricing, and I’m definitely one of those you’re talking about and to in this post!
    ~Penny

  2. Reply Kim Knight says:

    Dear Penny, once we really experience the practice of what it truly means and feels like to respond and follow through on “How can I best support this client?” instead of “How much am I going to charge him or her and how quickly can I close this deal?” — it all really starts to hit home. By that I mean, that we really ‘get it’ that it is about the results and outcomes we can help the client achieve and that is what they want – RESULTS. We all do 🙂 So when they experience the results, the pricing becomes inconsequential. How can you help your client imagine, in full color, the results that they are yearning for?

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