There are three things that affect the way we want to sell our products: our idea of value (price), our self-worth (image), flexibility to create (product).
It is interesting to see how often, we as entrepreneurs, think we know best about what we offer and what will sell. It can be very different than what we think. Our clients are likely already asking for something specific and we sometimes are not listening. Creating a product, setting a price, and being able to deliver with an image of value is not easy.
I was working with a client recently (let’s call her Jane). It was clear that Jane was very focused on what she was good at and she has a phenomenal following. Clients and prospects love her. She spends a lot of energy trying to teach all the people about what she has to offer hoping the ones that understand what she is teaching will purchase from her. The funny thing is, she had several very prominent people saying they needed to work with her, but she didn’t know what she could offer them nor how she would price it.
It wasn’t what she was currently offering. Instead of saying ‘no’ or ignoring them we spent time looking at what she could offer them. It quickly became evident that it was hard for people to buy from her because her idea of value and her flexibility to create did not match her self-worth. She was in the realm of Guru and had created a halo effect around her expertise, but she spent her time selling to those that did not know they needed help in the first place.
By adjusting her product offering and her pricing she now had something that would easily appeal to those that were already reaching out to her. Her image matched her offering and now more easily draws in the right clients, which is not her niche target market.
When you stop and look at who understands you and what they need then evaluate what you offer and see if it matches. When it doesn’t you need to make some changes. Be flexible and willing to make the changes that will appeal to your target market. Here are some tips to make changes in these three areas.
Network where they network, advertise where they read, invite them to things they would attend.
If your clients say I can’t afford that now then make something they can afford. Listen for what they are not getting or they don’t want and adjust for their needs.
Your product for 20 hours should not be 20 times more expensive then one hour. Add value, create interest and price to give breaks for those that pay up front for larger products.
By listening to those that identify with your image and want what you have you identify your niche and create products that will easily sell.