Communicate better to help people understand the value of your offer
Being told you're too expensive or your offer is too expensive is a horrible feeling. When you run your own business, it’s difficult not to take it as a personal attack.
It might feel like they're criticizing you. It can make you doubt whether your offer is worth it. It could even become a sales block that stops you from pitching confidently in the future.
I know this all too well. I’ve even had people ghost me after weeks of conversations in the DMs, once I told them how much my services cost.
I just want to give you a virtual hug and tell you: You are not expensive. There's nothing wrong with you. You're not unworthy. You're totally fine. They're talking about your offer and you are not your offer.
So don’t let a bit of feedback get you down or let doubt creep in. And especially don’t rush into lowering your price.
You have something amazing to offer and more than likely, you’ve set the right price. People just don’t realize what the value of your offer is yet.
So today, I'm going to walk you through some of the mistakes that lead to people thinking your offer is too expensive and how to correct them.
Ready? Let’s go!
#1 You’re not showing the benefits
Sell the dream, not the product.
A lot of people get completely stuck up on listing all the amazing features their service or product has, but pay far too little attention to the benefits of their offer. Changing this around is a complete game-changer.
People want to see how your offer will transform their lives. So stop focusing on features and start focusing on the benefits of your offer.
If I was selling a new course and I told you it includes six modules, seven hours of videos, and three PDFs would that make you want to buy it? Maybe, but probably not.
Because I’m not telling you what you’re going to get out of it, how it will help you develop, and the impact it will have on your business.
But if I told you that this new course is going to help you cut down the four hours of admin you do each week down to only 20 minutes by helping you set up individualized systems, the same investment seems like a bargain. Think of all the time and energy you’ll save!
You can start spending more time with your family and work fewer hours. Or you could work on long-term or creative business projects, and spend more time selling your offer.
Once people see what the return on their investment will be, it won’t seem so expensive.
#2 You haven’t fixed your mindset
It’s also really important to think about the language you use when you think or communicate about your offer.
If you let doubts creep in and start to believe that your offer is expensive, your audience will think it too. If you’re not sure the offer is worth the investment, people aren’t going to pay for it.
You have to fix your mindset before you can go out and market your offer.
A few weeks ago, we went from selling our Business Freedom Elevator™ to our Boss Up Mentorship™ program, which costs a couple of thousand euros more. And I started to notice that my team and I were starting to talk about the program being expensive.
Of course, it's a considerable amount of money that people are investing to take part. But if you allow yourself to start thinking it might be too much money, then that's what you’re putting out into the world.
If you start to think this, it will start to slip into the language you use to communicate your offer and your audience will be less convinced it’s right for them.
So you should never think of or describe your programs as expensive. And if you do, that's something you need to work through.
Remember: your offer comes with many benefits people will get and the return they’ll get will far exceed their investment.
#3 You’re not hitting their pain points
If you’ve followed me for a while, you’ll know this is something I repeat often: you need to hit people’s pain points to get them to buy from you.
When I’m selling a program, I don’t just talk about running your business more efficiently. Efficiency isn’t sexy. It doesn’t affect people emotionally or inspire them.
Instead, I might talk about how stressful running a business can be. I might talk about how this stress affects your health. Or I might talk about lashing out at friends or family, because you’re working long days and are under immense pressure.
All of a sudden, the prospect of running your business more efficiently, being less stressed, healthier, and having better relationships sounds incredibly appealing.
You need to show people what the actual pain is and how they will continue to suffer if they don’t take action. Sometimes just talking about the benefits is not enough to convince someone to buy from you.
For example, My friend Jessica runs a lifestyle accessories business, Antwerp Avenue, that’s best known for its protective phone cases. I have one and it’s done a great job protecting my new iPhone which I managed to drop on the floor three times in the past week. The case costs 50 euros which sounds like a lot at first. But when you start to think about how painful it would be to replace a new phone that costs over a thousand euros or how you could miss out on important business through being without a phone, 50 euros is cheap.
#4 You’re not addressing their objections
In 80% of cases that someone says your offer is too expensive, this isn’t the real objection.
You need to dig further. You need to go deep when you're in sales mode. (That's what she said.)
The real objection is usually one of two things: either they don’t believe in you or they don’t believe in themselves.
They might see the value of your offer and need help, but they might question whether you’re the right person. They might not be convinced you’re good enough, have enough expertise or have established enough authority.
If you want to address this through, try and see things from their perspective: would you sign up if you didn’t know a lot about the other person’s credentials?
Personally, when I’m considering someone’s offer I usually have a strong gut feeling. But a good gut feeling alone isn’t enough to persuade me to buy something.
I like to say: If your gut feeling is bad, follow it. If your gut feeling is good, find facts to support it.
And that's what other people do too. So they might have a good feeling about working with you, but they're just looking for proof that you have enough authority to help them. This is something you can easily address in your marketing through, for example, testimonials.
On the flip side, some people might question their own ability to benefit from your offer. They might not trust themselves to follow through, once they’ve paid for the program. They might have spent money on other programs in the past and never completed them. They might think it would be money down the drain because they doubt themselves.
There can be different fears at play. But you’ll only find out people’s fears when you start talking to them about it. Once you know their true objections, you can easily come up with ways to overcome them together.
If you struggle to convert leads into paying customers, my team and I are organizing a 5 Sales Mistakes Causing Clients to Ghost You webinar to help you bring in more sales. Sign up for FREE via this link: www.fastforwardamy.com/5salesmistakes
Watch this episode on YouTube, or listen via iTunes, Spotify, or wherever you get your podcasts, and search for episode 135 of The FastForwardAmy Show.
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