Someone you just met offers to sell you an empty box for a hundred and fifty bucks.
You look at him as if he’s crazy.
That’s what it’s like when a random visitor comes to your coaching website, sees your fee is $150 per hour, and then is asked to contact you about becoming a client.
The problem is that your fees are presented “out of proper context.”
By “out of proper context,” I mean that your website visitors see your fees but can’t see what they’re actually getting for that fee. In other words, they don’t see value you provide.
And, who wants to pay $150 for an empty box? No one.
So what should you do?
Fill the box with value!
You need to make sure that prospective clients can see, feel, smell, and taste the value you provide as a coach. You need to make sure that they understand what they’re getting, and why they should hire you.
Well, how do you do that?
First, accept this harsh reality: People aren’t looking for a coach; they’re looking for solutions to their problems. And saying, “I’m a coach and my hourly fee is $150” is, from their point of view, an empty box with a price tag.
So, to fill the box with value, you need to present what you do in terms of what they want – the elimination of painful problems and the attainment of desired results.
On the elimination of painful problems: People know their problems intimately. They love to share them with their friends. They are always on the lookout for how to solve them. They feel the impact of their problems daily. They want help. Thus, showing you can eliminate problems is tremendously valuable.
On the attainment of results: While results are often more difficult to visualize, when people begin to see what’s possible, they get very excited. This is what they really want. This is where they see value.
Therefore, on your website, before you present fees, show them you can solve problems and attain results.
Here are more ideas to really stuff that box with value:
- Build trust through multiple interactions over time (ex. newsletter, autoresponders).
- Educate them with helpful information like articles.
- Provide coaching credentials and point out why they are valuable.
- Show your professional associations – familiarity is good.
- Give examples of others you’ve helped – it proves your value.
- Ask questions and invite communication. Listening and caring is very valuable.
What’s the key to all of this? Make sure that you put your services in proper perspective – value versus cost. Only then can potential clients make a fair decision to hire you or not. Fill that box with value!