Have you heard the one about the entrepreneur who upped her prices, put them on her sales page and then sold not a single thing? Um, yeah, me too. Heard it and also: been that too, honey. Ugh, that part blows.
Here’s the thing, though. As someone who works with people on their pricing, and as someone who prices her own work and puts it out there, I want to assure you that the reason that splashy new sales page isn’t working for you – and by “working” I mean SELLING ANYTHING – is not because your price is wrong. Well, at least, it’s not necessarily or first and foremost your price…
Don’t blame your price.
Most of us are so scared of raising our prices that we are almost eager to fail at it, so we can point to it and say, SEEEEEEE, I told you that wouldn’t work. It’s as if we want the bigger price to be wrong since it means we can stay comfortably where we are, even if that so-called comfortably is uncomfortable as hell, too small for us. At least it’s not scary.
Most of us are so scared of raising our prices, of putting our work out there in a big way, in a significant way, in front of the right people, that we think we’ll just Right, Quick --> throw the price out there, say it fast, run away, hide. [And actually, that’s a little bit like a piece of advice that I give when people are telling prospects their new pricing, to say it and then SHUT UP. Don’t start making excuses, or explaining, or backfilling. The difference being that Run away part.]
There’s just so much more to it.
If someone doesn’t buy into the offer on your sales page, doesn’t instantly click PAY NOW, let’s talk about a couple of things:
1. Sometimes raising your prices, especially if it’s part of a wholesale re-casting of your business model or a stretch in a new direction, actually TAKES TIME. Why does it take time?
Maybe you’re actually trying to talk to different people than you have been. That alone takes time, since you need to find your way to those people and they need to find their way to you.
In addition, talking to new people sometimes requires speaking in a different language than you are accustomed to, or are not quite fluent in yet. Speaking the language of your clients is essential.
2. And most importantly, the problem with that sales page is generally NOT the price itself, but how you yourself are talking about the exchange that that price represents. Most of us, in other words, tend to focus on the FEATURES of what we’re selling, and leave out that more important aspect -- i.e., the VALUE, the TRANSFORMATION. Most of us excel at telling WHAT is included, but forget to get on to the SO WHAT? As in, why is this for you, what will this do for you, what will this represent in your life?
This piece, the going from the WHAT to the SO WHAT?, this is the piece that makes ALL the difference. This is the piece that proves to your potential client that you actually understand what it is they’re looking for, what it is they’re craving. This is the piece that demonstrates that what you’re selling is the exact solution this person has been searching for. This is the piece that makes the number, the price, that you’ve assigned to this offer make total sense to the right person, as an equal exchange of value for value.
And the SO WHAT? So often that’s about feelings, people. As much as we want to keep this all commercial, money and deliverables and other countable shit, your SO WHAT is likely to be about something squishy that someone is going to FEEL as a consequence of working with you.
What is that? Tell THAT story.
If your sales page is not performing how you want it to, please don’t be so quick to blame the price. Sure, yes, there may be times when your price is out of whack, but I promise that’s the exception. Focus instead on whether you have adequately made the case, gone from WHAT to SO WHAT, in a way that actually speaks to your people in a way they can hear you. In a way that makes them FEEL.