036 The Invisible Touch – Sales, Not Prices
The First Key: Price
This example is exactly what I have been telling my consulting clients for years: perception is reality so you must show lots of value before you can get your price.
I'm sure you're not confusing the PRICE you charge and your COST, right?
The COST of a piece of photographic paper should in no way impact the VALUE of the image on it nor the PRICE you charge for it.
What's the old story about Picasso sitting at a cafe table then scribbling a little drawing on his napkin for a woman fan? He charged her 1000 francs for it, which shocked her. But it was the VALUE of his drawing that set the value, not the time he spent drawing it and certainly not the cost of the napkin on which it was purchased.
Market Well To Establish High Value
What people FEEL (right brain, emotional side) FEEL your service is worth minus the price you charge equals the value they feel they are getting. If they FEEL they are getting more from you versus a competitor (even at the same price), they will go with you (everything else being equal – liking you, feeling comfortable that you will get the job done well and on time, etc).
Set yourself apart from others. Offer your product or service in a manner different from the way others offer theirs. Have your own language for what your services are called. All of these add up to a higher perceived value.
Generally when price seems to be a problem, you have to do a better job telling the story of your product or service so your buyer feels that yours is the best, most valued, the one needed right now.
It's not that your prices are too high… your selling (marketing) needs work. So begin now!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
036 The Invisible Touch – Sales, Not Prices
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