“The Secret to Getting Clients to Say ‘Yes’ to Your Services

When you’re in a service business, like many of us, you’re at a bit of a disadvantage because what we offer isn’t really “tangible.”  We’ve got no display area, no fitting rooms, no tasty morsels to sample; there’s nothing the prospective client can see, hear, touch, taste or smell to help them make a decision.

Most of us have a pretty good idea of how much, say, a hammer or a linen shirt or a cup of Guatemalan roast coffee is going to cost us.  But when it comes to coaching, interior design, copywriting or something other than a concrete product, the Average Joe or Jane usually has little basis for comparison.

So how do you convey to a potential client what it is you do and why they should want it - not to mention help them understand what a fair price would be?  Excellent question; I’m so glad you asked.

The key is to focus on value rather than price.  Now you may say that’s splitting hairs, but there is a critical distinction between the two.  And that distinction will help you comfortably engage in the all-important “So, what do you charge?” conversation.

If that’s a conversation that’s been leaving you a bit tongue-tied, here are three tips to make it easy as 1, 2, 3.

Tip 1 - Be certain you recognize the value before you ask your clients to
Many of us equate the value of our services with our own sense of self-worth.  Sadly, this means that we are seriously undervaluing what we do (AND undercharging for it).  We may feel greedy or selfish or undeserving if we want to increase our fees, or even in asking for our current fee.

When you fail to appreciate your own expertise, your clients will follow suit.  Spend some time identifying all the results you give, all the benefits a client receives when they work with you.  Realize that what you offer is truly a gift for the right people.  A gift they will gladly pay for.

Tip 2 - Educate your prospective clients about the value of what you offer BEFORE you talk about price
When you talk about fees before introducing the results they can expect, your prospective client will be basing their buying decision on price.  They don’t have enough information to do otherwise.  It’s a little like asking someone to spend money for a “surprise gift.”  They have no idea what fabulous thing may be inside, and most people won’t risk their money on an unknown.

One way to introduce the idea of value is to ask directly, “What results are you wanting to achieve?”  And then use their answer to describe how what you offer fits with what they’re looking for.  (Or not, in which case you can add value by referring them to someone who can provide what they want.)

Tip 3 - Add extra value whenever possible so it becomes easy for them to say “yes”
Always give them a bit more than they expect.  This can be as simple as when a hotel puts a chocolate on the pillow (I just love that, don’t you?), or in your case, answering an email request with a personal phone call, or adding a bonus gift to your program or services. 

For example, with my Passion for Profit Intensive workshop, I’m offering a Website Rx assessment to every person who registers (at no extra charge).  It’s a comprehensive 19-point evaluation of what’s working, and what could be enhanced, to make your website as client-capturing as possible.  It’s fairly simple for me to do and judging from the response I’ve gotten, it adds a lot of value by giving specific feedback and suggestions.  So we’ve got a win-win situation that gives great results and increases the appeal of the teleseminar.

Setting and discussing fees is often a loaded subject for many of us.  It’s natural to feel a bit awkward at first.  But it doesn’t do you -or your potential client- any good to stay in that awkward place.  Clearly identifying the value of what you offer will significantly increase your comfort level when it comes time to “talk turkey” with a potential client. 

©2009 Helen Graves

Helen Graves, Grand Poohbah of Crackerjack Online Marketing Strategy, shows service-based small business owners how to create stronger connection so you sell more with your product and program promotional campaigns.

Visit www.OnlineLaunchSecrets.com to of her free online marketing resource, “Make More Sales: How to Create Connection and Desire So Clients Can’t Wait to Buy from You.”