How To Get Clients To Happily Pay You More!

Most people undercharge their clients and do a lot of work for less money, but some people have figured out a way to charge their clients higher rates, and their clients are even happy to pay them. Would you like to know how?

The contrast principle is a great way to get more clients paying you more money. It reduces resistance to a sale by removing the need to justify your fees. Instead of focusing why your product is a good value, you focus on what value your client actually gets for their money.

This trick is the main reason I am able to charge higher fees, and my clients are excited to pay them.

Let me give you an example:

One of my products helps you get more appointments by phone, more easily, more often. It’s a great package containing 8 discs of valuable training, as well as a comprehensive workbook full of exercises to practice what you have learnt from the course. Even though it’s an excellent product, if I try to sell it for £300 I get a lot of resistance. Here’s how I sell this product at a higher cost without resistance:

Step 1: Ask Questions And Listen With Purpose

You need to discover and understand your client’s needs. Ask them questions and listen carefully to their answers.

For example, let’s work out how much monetary value my product gives to my clients:
Let's say a new client is worth £1,000 to my customer. How many more clients could they get if they had the right skills? Maybe 50? I have a product package that costs £300, but it could be worth £50,000 worth of new clients to my customer, right?

Next let’s say, for arguments sake, my client has had this problem (struggling to get new clients by phone) for 2 years. That’s a £100,000 problem. And here I have a simple £300 solution. Now that’s a lot of value!

Step 2: Contrast What They Gain or Lose With What They Actually Pay

Most people try selling to clients based on the budget value benefits, such as, “this product is only £300” or “it will do x for you.” However, some people understand and use the contrast principle and get more sales, more easily, more often. Using the above example, if I want to sell a client the package for £300, I have to use contrast for the client to understand the product’s true value.

After that, getting them to make the decision is easy since they already see the real value of the product. Here is the close:

“What’s going to be easier for you? To continue losing money, and over the next two years another £100,000? Or, use this package that will only cost you £300 …”  --- and pause.

As soon as you have paused, you create a psychological break where your client has no choice but to see the true value of your product. By showing them the benefit of what they are going to lose or gain compared to what it is going to cost in the short-term, you have effectively shown them the immense value they’re receiving for a very low price.

Remember, everything is expensive, without contrast.

Here's A Bit Of Humour For You

A new hair salon opens up for business right across the street from an old established barber shop.

They put up a big bold sign which reads: "WE GIVE SEVEN DOLLAR HAIRCUTS!"

Not to be outdone, the old Master Barber puts up his own sign: "WE FIX SEVEN DOLLAR HAIRCUTS!"

To learn more about the skills we talked about today, watch my video on the Contrast Principle here.


Until Next Time...






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