In the Trailblazers Collaborative we talk a lot about pricing – pricing for new programs, revising pricing for established programs, raising your prices and the list goes on, pricing is a big deal.
When someone asks if their pricing of their $10k-$20k programs is right because they are having a hard time signing clients, 9 times out of 10 I have the same answer.
The problem isn’t your price.
Even if your prospects are saying that they can’t afford you, the problem is not your pricing.
If you are an experienced coach or professional practitioner and you’re having trouble signing clients into your high level packages the problem lies in your messaging, not your price-point.
This messaging mis-match will show up in three areas:
1. Straddling multiple avatars
2. Addressing the wrong problem/offering the wrong solution
3. The promise isn’t tangible and/or clear enough
All three of these are really common problems, even for online entrepreneurs who have “been around the block” and once they’re cleaned up, your $10k-$20k programs will sell with ease.
So let’s explore them a little deeper…
1. Straddling multiple avatars
This is most common when a coach or professional practitioner is upleveling their own business and want to work with a higher level audience, but they are afraid of alienating those that are already in their community. By being inclusive of who you used to work with, you’re going to continue to attract those prospects who aren’t a fit for your new offers and the people you DO want to attract aren’t going to trust that you understand their needs.
If this is you, you need to get super clear on who your ideal client is for your $10-$20k offers and make sure that you are speaking directly to them. Using examples of the problem you solve in the language that they use, and promising the exact outcomes that they are trying to achieve.
When you can nail down your messaging you’ll begin to attract more of these ideal clients and selling your programs for $10k-$20k will be easy.
2. You’re addressing the wrong problem/offering the wrong solution
If you’re having to educate your audience on why they need your solution, then chances are you fall into this category. Prospects aren’t going to invest in a $10k-$20k program unless it will solve a problem they are already painfully aware of. Sometimes what you see as a problem for your audience is not something they see themselves, and you need to put the problem into their language. Once you do that, you’ll be surprised at the attention your offers get.
On the other hand, you may have the problem right but your solution doesn’t match up for your audience. Sometimes with your level of experience you might be overcomplicating the explanation or even the offer itself because you know so much more than the prospect and they’re having a hard time wrapping their head around what you’re saying.
And as you know, a confused mind always says “no.”
3. Your promise isn’t tangible and/or clear enough
What you’re intending to say and how it’s being received are different. Usually this occurs because of a lack of clarity on your part of who you want to work with and/or what you’re really offering. This is very common when you’ve “outgrown” the business or audience you started with and want to begin incorporating new skills and offerings that are more in alignment with who you are now.
This can be a frustrating place because you may feel like a “beginner” again who is all over the place even though you have years of experience.
In all three of these cases, the solution is the same.
It’s time to get back to the basics and get clear on:
- Who are the ideal clients for your $10k-$20k offer
- What is the exact problem you are going to solve
- What is the outcome you are going to help them get
…then make sure all of your marketing is in alignment.
This might mean updating copy on your sales pages, writing and speaking about new topics in your marketing, and making sure that you’re saying the right things during your sales conversations.
You can start here:
1. Revisit your offer and exactly who you want to work with
You may have known the answers to this question when you started, but as you began implementing fear has caused you to fall back into old habits so now you’re marketing is unclear. Go back and recommit to the ideal client you want to work with and what the best way to solve their problem.
2. Do some market research
The best way to make sure that you’re focusing on the right problem and offering the right solution is to talk to your audience. Interview people that you think would be a great fit and ask them what challenges they’re facing, and if they think your solution would work for them.
3. Audit your marketing
If you feel like you’ve gotten everything “right” as best you can, have someone who hasn’t worked with you and preferably isn’t even familiar with your work yet, review your sales pages or marketing materials and get their perspectives. Ask them questions like, “what questions came up for you as you were reading?”, “is this program something they would participate in?”, and “what do you think is missing?”
This information will help you create marketing that will attract people that are looking for someone just like you and help you communicate clearly why you’re the right choice.
The moral of the story is, your pricing isn’t what is blocking sales. It’s time to get your messaging on-track and in alignment with where you’re going with your business.
~Holly
P.S. Are you having trouble getting out of your $3k-$5k “sweet spot” even though you help your clients do amazing things?
If you’re committed to taking your business to the next level and want to start making $10k-$20k offers and sell them successfully, book a call and let’s talk.
I can help you:
– Get clear on where your marketing is going wrong and why
– Figure out if you’re targeting the right audience so you can do your best work
– Map out your $10k-$20k offer and the exact language to deliver to prospects
– Plan the exact content you will share in your marketing and website to build interest in your $10-$20k offer
– Create your sales process for moving your prospects from awareness to sale as easily as possible
