What to do When A Client Wants to “Start with a Small Purchase”
Right before you close a deal, your client might want to go with the cheaper version of your service.
This is not necessarily a problem. If this is what it takes to close the deal, go for it. Especially if your business is young and you just want to get some wins under your belt.
Close the deal, deliver a high quality service, and set yourself up for upselling them in the future.
However, at times you will want to bypass that and close the deal at the higher price point.
Especially if you have certain income goals, or if you just think they will pay more if you can just persuade them.
Present a High-Quality Image
Their objection may be the actual price, but often it is something else, such as:
- They are cautious and uncertain of your company (quality, reliability)
- They have been burned before by a competitor and are gun-shy
- They are uncertain if they really need this service or will benefit from it
- They want this service, but they are hesitant to spend this much money on anything
These all relate to the larger issue of service quality.
Do you think they have spent this much money before in a single purchase? Of course they have.
It’s just that they don’t see your service as being worth that much… yet.
So how can you present your service as being valuable enough to warrant this price? It all depends on what they want and what they truly value.
A small business person may be content to do his own bookkeeping. A professional accountant can point out that freeing up extra hours allows him to do more of what he does best, while the accountant takes care of the books.
To a businessperson who knows that time is money, this is an attractive argument. The value of an accountant suddenly goes up.
Pay attention to your nonverbal presentation: dressing well, confident body language, a reassuring tone of voice.
Think about the look of your website and social media content: Does it seem polished and professional? Do you have testimonials from clients who have used your service?
(In my experience, changing my personal visual appearance and improving the look of my website had a major impact on the prices I was able to charge.)
Are there extra features that can be added at little or no cost to you?
On top of all that, providing a money-back guarantee might allay their fears before purchasing.
Quantify the Benefits of Your Service and the Costs of Their Problem
Shifting from an abstract discussion about value and into a tangible discussion of numbers is extremely effective.
For example, if you are a personal trainer, don’t talk about “being more fit and healthy.” Talk about another client who has “lost 35 lbs and shrunk their waist by 2 inches” while on your system.
Don’t mention “the many health problems with being overweight.”
Instead do some research and give them statistics on rates of heart disease, cancer and extra healthcare costs associated with obesity. Given the extra costs, your high-priced training program may actually save them money.
Then explain in detail how your higher-priced service will deliver those specific, quantified results.