How do you present the price of your service to your clients?

If we want to charge a “high” price we need to anchor it against the return the client is going to get back.

And, for this, we can use a quirk of how our brains work called “The Primacy Effect”. I used it on my post yesterday.

Whatever our brain sees first becomes the most important thing within that context. In Profit First this is why we talk about Sales – Profit = Expenses, not the traditional Sales – Expenses = Profit. Putting Profit before Expenses makes our brain concentrate on it.

But it also works in proposals.

If you say “the cost is £1000/month” they think “that’s a big number”. But saying “implementing this SEO strategy will increase your sales by £12000/month” you prime their brain with £12000. Then you say “and your investment is £1000/month” they do an instant comparison and see £1000 is low compared to £12000.

There’s no deceit, no manipulation, we’re just making sure the client doesn’t feel unnecessary “sticker shock”. And, when I send a proposal to a client, I get a success rate of 86%.

Check out my post about pricing the other day and see how I used the same principle.

What is a funnel?

A funnel is a series of steps to find out if someone wants to be your client. You filter people out by asking them to change a deeply held belief.

So here’s my funnel.

My client is a web developer who believes “running a business is a struggle involving long hours, money worries and sacrifice”. But now she’s wondering how long she can continue this way.

Step 1: I post on LinkedIn. She connects and learns who I am.

Step 2: I post my “free 5 Day Challenge on increasing your income without longer hours”. She thinks “I DO work long hours and I DO need more income” so she signs up.

Step 3: She does the challenge and learns what she needs to change. Now her belief is “I can take my business forwards without constant hustle”

Step 4: She has a call with me to learn more. Afterwards she believes “Baz is the right person to help me move forwards quickly”

Step 5: We work together and add strong foundations to her business. The relief is immediate and in 12 weeks she can see real improvements.

Step 6: We both grow rich, happy and fulfilled. Me with a Porsche 911. Her with a villa in Portugal.

So this is Step 1.

Remember, very few will reach Steps 4 or 5. Most won’t get past this post.

What’s stopping you from registering for the Challenge and trying Step 2?

Meet your clients where they are today

Even if your positioning statement describes your potential client perfectly, there’s still a reason that they may ghost you before you make the sale.

And it’s down to a thing called the “Curse of Knowledge”.

You see, clients are on a journey.

Some clients don’t even know they’ve got a problem.

Others know they’ve got a problem, but aren’t sure what the solution is.

Some know the problem and have a choice of three or four potential solutions.

And some have chosen which solution is their ideal; they’re just looking for someone to help them with it.

Very very few will know the problem, know their ideal solution and will have settled on you as the person to fix it for them.

That’s Five Levels. The Levels of Marketing.

If you’re talking to a client at Level 1 (they don’t know they’ve got a problem), it doesn’t matter if you can see the problem a mile off – they will not care.

If you’re talking to a client at Levels 2 or 3 (they know they have a problem but don’t know about solutions) and you’re talking to them at Level 4 or 5 – it will be an extremely animated, lively and compelling conversation. The client will be excited – they know they have a problem and you’re obviously an expert here – but most of what you say will go over their head. So when it comes to closing the deal, they won’t actually be that interested; they just wanted to learn more about their options .

It’s only when you talk to a client at Levels 4 or 5 that you can actually close the deal. But you’re very unlikely to meet someone at that point – especially if what you do is quite technical.

So trying to close the deal at this point is going to lead to the social awkwardness I mentioned the other day. Which in turn is going to result in you being ghosted.

Instead, you need to gradually lead them from their current level – wherever they are today – through to Level 5 – and only then, try to turn them into a customer.

Push to early and you scare them away. You’re the ghost, not them.