When your clients don't care what you charge, when they are already bought into the result you provide, and are certain they want to work with YOU, isn't that the best?
What if you could experience that kind of satisfaction more often?
You can, when you use what I call the Success Sequence.
The Success Sequence is a communication technique you can use in all aspects of your marketing and selling, from sales pages, to networking, to consultations.
When you use the Success Sequence, you understand that the order in which you present key information to your customer makes all the difference.
Or, in other words:
Sequence matters if you want to achieve sales success.
Let me explain.
The #1 thing your potential client wants to know- whether they explicitly tell you or not- is the value they will get from working with you.
You might think of this as the "ultimate result."
What is the BIG thing they can expect from working with you?
Beautiful photos of their family they will cherish for years to come?
A business full of their ideal clients?
A redecorated, functionally-designed work-space?
This is something you want to make sure your clients know, before you talk price!
After that, there are many more colors for you to paint with, when it comes to illuminating the value of what you have to offer. You will see them listed here (with a proposed order for how you discuss).
If the Ultimate Result was a table, the deep-rooted benefits would be the legs. What are some awesome benefits that are related to your ultimate result?
For instance, if you were a fitness instructor and your ultimate result was to "feel stronger than ever before," perhaps one of the deep-rooted benefits you provide your clients is "greater ease in everyday activities," or "increased endurance," or even"new-found confidence."
What deep-rooted benefits come to you as you consider that value your clients receive as a result of working with you? Here is a fun strategy for more support on how to articulate the deep-rooted benefits of your work.
At some point or another, you've probably bought a product online via a sale page that featured powerful testimonials about the product or program.
In the Success Sequence, testimonials are shared before pricing information because they are a powerful way to build trust and excitement, which in turn changes the way the client perceives pricing.
Why collect testimonials and client success stories asap? Testimonials deeply connect with potential customers on a couple of levels. They show potential clients what is possible, as well as social proof- evidence that groups of people are buying and if lots of people are doing it...why don't you?
Is there a unique way you get your clients from point A to point B? A signature process or methodology that you employ that sets you apart?
If you're chatting with an excited prospect, keep in mind the RESULT will always be more important to your potential clients than the PROCESS. However, if they understand things like the result and the deep-rooted benefits, it could be an ideal time to chat about your signature process.
If you are selling an online product via a sales page and you've got Ultimate Result + Deep Rooted Benefits + Testimonials, potential buyers may also naturally get curious at this point about "how you do it." So tell them!
Just remember, the process isn't THE most important thing to your audience. For more on this, check out one of my previous posts, How to sell premium offerings by remembering an airplane.
Now that you've established so much BIG-PICTURE value, you can talk logistics. What specifically do they get for their money? How many training modules, for how long, over what period of time? How many photos? What number of rooms will you redesign, etc?
Or, for coaches, the logistics could look like, how many sessions for how many months? How much access do they have to you? What exactly does the coaching relationship look like?
Ah, notice how I saved pricing for last! That is exactly where it should be. Why? Because your pricing means nothing to your customers until they understand the value of what they are buying. Actually, scratch that. Worse than nothing.
Because if your potential client knows nothing about you or what you really deliver, and hear your pricing, they could react to their idea of the price. Maybe your pricing sounds "expensive" when they don't know all that is included for that amount.
Sure some people will be "price shoppers" no matter what, in which case, they are probably not for you. However most people simply want to get lots of value when they invest in something, which makes a lot of sense! Help them understand the massive value you provide, and you could win their business.
"But what if they want to know my prices right away?"
This came up in conversation the other day when I was talking to a client who is a photographer. Often, she'll get emails that say something like, "Hi. So, what are your prices?"
In this past, sometime she would respond with exactly what the prospect had asked for- prices- but often there would be no response after that. I made a friendly suggestion.
Whenever you can, redirect questions about price, and see if you can get into a conversation first. It is not as much about deflecting the question, as it is about understanding what would give the client value, before sharing price.
Here is an example response:
"Thank you so much for your interest! I take great care in your experience from the beginning to the end of the photography process. I would love to learn a little bit more about what you are looking for, so we can ensure we are a great fit, and if so, I can share the best photo package options for you. Would you like to schedule a complimentary call, where we could discuss your ideal photography experience?"
This response might be a red flag for a lowest-price-always bargain hunter, but to a potential client who values quality and caring relationships, this kind of response could be a credibility booster.
Train your potential clients to focus on value first, and your ideal clients will thank you.
Okay, but what if they reeeaaally want to know prices first?
Every so often I run across someone who is so set on knowing pricing first that they can hardly wait. In these cases, do your best, but please please please, at least describe a little bit of your value before jumping into the number. LIKE:
My most popular fitness program is a monthly group fitness membership, which includes a maximum of 10 people per class so you get a lot of personal attention, and unlimited drop in bootcamp classes, gym access, as well as a bonus new client nutritional consultation...all for just $150/month."
At least that will be more effective than simply saying "Group fitness for $150/month." If you talk about it that way, your potential client will likely compare you to any other group fitness class they know about, with a monthly membership- in spite of how your program may be different.
Bottom line: Take the opportunity to talk VALUE before PRICE. When you communicate your value first, you give your clients a better understanding of what the price really means, and potentially open the door to days, weeks, months, or years, of meaningful work together.
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Now, I want to know:
- When is the next time you could USE the Success Sequence?
- How do you practice communicating your value to potential customers?