In the current Foundations1: Clients and Money program participants are digging deeply into the sales conversation with potential clients. One question was this:
“What do you do when someone emails you or calls and just asks how much you charge, and then leaves or never gets back to you?”
Mmm…. that’s a bit awkward, isn’t it? Let’s break down what’s happening, and then I’ll spell out two different ways to respond.
When Someone Just Asks The Price
When you have no idea what something is, your first question is not the price. Your first question is, “What in the heck is this? What does it do?”
The price isn’t relevant because there’s no context for how much it costs, or a reason why you might want to buy it.
If someone is just asking you the price, and that’s all, it means they think they already know what you do, and have some comparisons in mind, kinda like shopping for the cheapest oil change.
Let’s say one mechanic charges $80 for an oil change, and another charges $175, but includes a full diagnostic, rotates your tires, and detail-cleans the interior and exterior of you car.
Comparing on price doesn’t make sense, because they aren’t the same at all. When dig into transformational work and other service offers, it’s even less comparable because of the individual flavor each practitioner brings.
I’ve had lots of massages in my life, and some were extraordinary, and some were less than “meh.” Comparing prices doesn’t tell me anything.
Money is not unique. You are (and so is your offer).
One euro looks pretty much like other euros, but your offer does not look like other offers, even from people doing similar work. Do everything you can to avoid getting into the price comparison game.
There are two ways to avoid this.
1. Post it on your website
Yes, post your prices on your website, but don’t just post it like a menu. Instead, take some time to describe your offer in detail, what problems it solves, who it’s really for. In other words, bring the power of copywriting to your page, even if it’s longer than you are normally comfortable writing.
This way, when someone sees your price, they have the context. They know that you also include rotating the tires and detail-cleaning, or whatever your equivalent is.
2. Ask some questions
If you haven’t tackled copywriting yet, which many people haven’t, you can just ask questions. Tell them, “I want to answer your question, but first I need to understand more about your situation. What are you facing, what’s going on that leads to you reach out to me? Can we have a 15 minute chat? The overall price depends on whether it’s something we can deal with quickly, or whether it involves more long-term work together.”
Many people are happy to talk about themselves, and will take you up on the offer. Others won’t, and that’s fine, because at least you haven’t just given them the price and they disappeared.
I know this can seem a little uncomfortable; they asked you a question, why won’t you just answer it? Please take a stand for yourself and your heart. Realize that they asked the question in ignorance, not really knowing who you are or what you do, but just assuming that they already know.
You are as entitled to ask them questions as they are entitled to ask you. You may not even want them for a client, or they may not be appropriate for the work you do.
Because pricing can be a tricky topic that plays with our heartstrings and our needs for love, acceptance and security, it’s okay to take a moment and breathe before responding. Gather your heart and strength. Even reach out for support first. Then when you’ve gathered yourself you can get back to them and ask them your questions.
You don’t need to be defensive. Just open-hearted, honest, and curious about them.
If you’re willing to ask questions, or to put the full context for your offer out there with the price, you’ll find you get fewer people just testing the waters, and more people converting into clients.
What’s your best tactic for responding to someone just asking for your price? Let’s hear all about it!
Ready for individual help with pricing, strategy, enrollment, everything?
If you’re ready to tackle the messy topics of pricing, sales, enrollment, copywriting… and everything and anything else involved in making your business really fly, it might be time for some individual, personal help.
Jason and Yollana are our two practitioners and they are that someone who can get into your business with you, figure out exactly what you need and what it needs, and get you moving so much more quickly.
If you love what you do and want to both honor your heart and make more money, then check’em both out and see which one you think resonates with you more. Then schedule a conversation. They’ll help you discern if it’s the right step for you.
Check it out: One-on-one help with the Organic Business Development Program
Thinking about working directly with me, Mark? If you want to see what it’s like to work with me and who I work best with, here you go:
13 Responses
Timely, Mark… I just drafted the following e-mail – and yes, I borrowed from your article!
Hi Emma – great to hear from you.
I want to answer your question about fees, but find it very hard to do this without understanding more about your situation and the potential scope of the work. The overall price depends on whether it’s something we can deal with quickly, or whether it involves more long-term work together.
If you’re willing, I suggest we arrange to meet as soon as possible. We can talk about your broad aspirations and your budget and think about how I might best support you in moving towards your goals. How about Tuesday afternoon next week or Thursday afternoon?
It may be worth adding that I expect to come to a meeting willing to share all sorts of ideas about what could work best for you and, at the same time, without wanting you to feel any sense of obligation to use my services.
Does that work for you?
Dorothy- I love this letter! So great and clear.
Dorothy, what a terrific letter. There are many things I like about it, but the one thing that sticks out for me is the fact that you bring up the “b” word (budget) in a way where you are assuming they already have one… and so if they do not, they know you are expecting that information. What a great way to encourage that.
I am a branding professional and body language specialist. One way I have recently discovered that helps to solve the “how much do you charge” issue is to offer packages. I have found that packaging my services is an extremely effective way of handling the money question for a few reasons:
1) I can feel confident that I am offering a huge amount of value;
2) My prospects can see that by choosing a package versus a la carte that they will get more for their money;
3) The tire kickers go elsewhere, because I would not have been a good fit for them, anyway.
While I have not yet posted my prices on my website because I am currently in the process of rebranding my business, I do plan on posting the lower-end package prices at the very least.
Pam- so true! Packaging is a big solution to the problem, because of the level of commitment being asked.
My takeaway reminded me of my other incarnation as a wallpaper hanger.
Early in my professional work I charged like everyone else…by the unit hung. One time I worked for a woman and when it came time to write the check she took out my garbage bag.
She had spent the night measuring all the scrap pieces of refuse and deducted it from what she would pay. I was stunned.
What happened for years after was I held my standard of costs close to my vest and when people asked I followed the advice above. I let them know I was going to find the price out after I knew more about the work needing to be done. People understand the many ways circumstances change price.
My takeaway is the best approach becomes getting them to talk and slowly invite me into their world and their ‘problem’. Just as no paperhanger is the same neither is a client. It inspired me to know them and let them know me.
Guess it applies in this incarnation too as a healer.
Barry Nur- it totally applies, eh? 🙂 I can’t believe she measured the scrap pieces…
In my experience, when someone initiates a contact with me in my current job (as a trial and jury consultant) by asking for a price, there are three common reasons they do so: they believe that they cannot afford my services and are coming from a place of lack; they believe that services like mine “cost too much” or they feel they have been cheated in the past and they are shopping around based on price; or they have a specific budget and want to find a service that matches their budget. Often times, they think that they already know what they need but they don’t really understand all that I can do or ways in which I could serve them for a very modest cost.
I know that to have any chance of a good conversation, I need to figure out what is motivating their “price” question. So I always try to initiate a conversation that moves from price (what they think is the “solution” they are looking for) to their problem – why do they think they need my services? What is their goal?
At the same time, I know that I myself can get irritated when I am seeking a price and get an answer that does not seem to acknowledge or respond to my question. I am clear and specific in my communication and when people do not respond in kind, I feel unheard and that’s a bad start to a relationship. (And I view every contact with a potential client as the start of a relationship.)
So I will respond with something like this: “It’s hard for me to answer your question without knowing more about your specific needs, goals and budget, as we custom design our services to meet your goals, which might include meeting a specific budget. So I would like to talk with you for a few minutes to better understand your needs and figure out how we can help you. Depending on what we decide you really need, our services might cost anywhere from a few thousand dollars upwards of $80,000. Or if we decide we are not the right fit for you, I can likely refer you to a provider who can meet your needs.” That response acknowledges their stated concern about price and gives some price information, but in a way that moves toward creating a connection and a relationship. I’ve been very successful starting conversations in this way, and I have many times talked with potential clients at length only to refer them elsewhere because it’s clear that my price is too high for them. I’ve also earned many clients who appreciate that I both focus on their needs and understanding their problem; and have clear communication about prices when the time is right.
Sarah- you’ve hit the nail on the head, and exactly how I like to handle it, too. Acknowledge the question, give the range, and let them know you can’t answer it easily. Right on. Thanks for sharing it in such clear language.
Thanks for sharing this article, Mark. The guidelines you talk about here are really helpful, especially for someone starting out in business. I want to hold these kind of conversations with confidence and in a way that maintains connection and respect. Good job!
Thanks, Fiona- glad you found it so helpful.
Hi Mark,
I enjoy reading your articles and this one is very helpful! I am just starting out as a Life Coach. The comments are very helpful too!
Kind regards
Mariama- so glad to hear that- Thanks for taking the time to let us know. 🙂
Hey Mark, big fan of your articles here. I don’t comment much but you gotta start somewhere. Great post!