Earlier this week, I was looking to hire a photographer for a project.
I found a woman nearby who looked like a good fit. When I clicked on her pricing, here’s what came up:
Now, there’s a big opportunity being lost here.
Because I know nothing about photography. So I don’t know what “Retouching” is. I figure it’s similar to Instagram filters. And it involves the photographer playing with the picture after it’s taken to help the colors pop or blend or take out shadows or whatever it is people do to make photos go from good to great.
The trouble is, it’s not explained. Or better yet, SHOWN.
She could have shown real-life examples of how retouching looks. And I could have been convinced to buy the upgrade immediately.
A lot of businesses make this same mistake. Especially when they sell online.
They reveal the price before they’ve built up the value.
So the prospect says “it’s too expensive” and doesn’t buy. Like with me and the “Gold” option. I didn’t get it because it seemed like extra money for stuff I didn’t think I needed. Though maybe I do…
If you hear “it’s too expensive” a lot, it may simply mean you haven’t built up enough value before revealing the price.
Now, this can be tricky. Because a lot of people will come in and ask you how much something costs.
It can be tempting to tell them. But you’re actually doing them a disservice. Because they may not fully understand what they are paying for. So they’ll go to someone cheaper who doesn’t help them get the end result they want. Nobody wins.
But when you build the value way up before revealing the price, you hear “that’s too expensive” less and less. Because people understand what they are getting.
So how can you build value in a non-salesy way?
Imagine if someone came to you interested in buying your product or service.
Instead of simply stating your price, you share a quick story of how you can help them.
You talk about a customer or client you had who had the same struggles this person had. You mention al the time and money they wasted trying to solve this problem without you. Then you walk them step-by-step through how you helped this person get an amazing result — the same result your prospect is looking for.
Now, your prospect has clear picture of what you can do for them. You’ve built up the value so the cost will seem worth it.
Best of all, you can get a ton of different stories that target different types of prospects. And you can use these stories in every phase of your marketing — from attracting more leads to closing more sales.
For example, you can send Facebook traffic to them. And use them to build your list. Or even send people from that story straight to your sales page.
You can sprinkle them throughout your launch. You can share them before/after your webinar. You can share them while on stage speaking at an event. Or you can simply email them out to your list anytime you want a boost in sales.
If you want versatile case studies like this, shoot me an email at [email protected]. Helping clients share their success stories to build awareness and close more sales is what I do.
