|
Mark Wickersham and Andy Brocklehurst
have both featured this concept in recent webinars, for advisory services and back-end IM sales repectively. The idea is to offer a very expensive
option for your service, or product. While you would be happy to generate
sales at this premium price, you do NOT expect to make any. Its purpose is to act as a price anchor
or reference. If you are selling advisory services,
such as profit improvement, your client has no price (of similar services) with which to compare yours. Alternatively, the client may compare
the price with a cheaper audit or tax service. This makes your advisory service appear
expensive, even if it will be profitable for the client. Mark’s pricing work includes ‘menu
pricing’, in which you offer 3 levels of price: gold, silver and bronze, for different service levels – let the client choose. Top-down pricing takes this one
important step further. He offered a client 3 options,
$3,000, $5,000 and $50,000.
He wanted to secure a contract and
expected the client to choose the $3,000 or $5,000 package. The $50,000 included absolutely
everything he could offer, showing the client the breadth of his expertise. This made the $3,000 and $5,000 packages
appear cheap/excellent value for money.
The client compared them to the $50,000,
not with its audit fee. The shock was that the first client
chose the $50,000 package! If you do not want to leave ‘money on
the table’ and want to maximize sales, this is a very powerful tool. The parallel in IM is to offer an
expensive back-end course (which may be another’s course, on which you receive commission) as an option. NEW programme from the MASTER! (More of Mark!)
Better pricing = higher profits
If you have a service business, you can
earn much more from this series. Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help their customers with their pricing. Thank you for the positive response to
posts on this topic and the action taken. Please tell your friends!
Those links again:
The Value Pricing System
Effective Pricing for Accountants (book)
The Power of Price Psychology
Monthly Mentoring
The complete guide to menu pricing – NEW!
(video training programme) How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) Grab them NOW and claim the true income
that you earn!
|
WORDWRAP
Use mine free as often as you want!
Over 53% of ALL emails are now opened
on mobile devices, so if your emails
are not optimized for mobile devices,
then you’re missing out BIG TIME and at
risk!
on mobile devices, so if your emails
are not optimized for mobile devices,
then you’re missing out BIG TIME and at
risk!
WordWrap is a wonderfully-simple FREE
tool that allows you to wrap your text
so that your emails can be viewed on
mobile devices correctly.
tool that allows you to wrap your text
so that your emails can be viewed on
mobile devices correctly.
If you would like your very own
BRANDABLE version of this tool, with
YOUR OWN affiliate links and adverts,
then check out the BRANDABLE version.
BRANDABLE version of this tool, with
YOUR OWN affiliate links and adverts,
then check out the BRANDABLE version.
Click
Get Your Own Brandable Version of
Word-Wrap!
on the page:
Get Your Own Brandable Version of
Word-Wrap!
on the page:
or
Use mine free as often as you want!
Leave A Response