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Does asking for money make you uncomfortable? When you’re writing a sales letter do you wish you could just talk about why you know your customer will love your product without ever telling them how much it was?
If you’re finding yourself stuck on how to bring up the price, and convince your customer that it’s worth that particular figure, these methods will help.
Comparative pricing
You can compare your product to something which creates similar results but is more expensive. For example, if you’re selling an eBook, you can compare this to private consulting sessions with you. Or if you’re selling an online course, compare the price to a live seminar that might cost triple the amount you’re charging.
However don’t compare solely on price.
Comparing your eBook to “less than a coffee-shop coffee every other day for a month” has become cliché, and it’s also irrelevant because people buy coffee from coffee-shops for different reasons to buying your book (unless your eBook is about how to make great tasting coffee-shop coffee at home)
A better example would be:
“Attending my live workshop is $247 for the weekend, but you can have the audio of the event’s lessons, the transcripts and the work sheets. What’s more, you’ll receive a 30 minute one-on-one call in case you have any additional questions that weren’t covered, giving you the same results as if you’d been there in person. The cost of having the event in your own home? Just $97”
Offer a payment plan
If applicable, you might decide to offer a payment plan to make your product not only more affordable, but to be able to talk about a price that is easier for your customer to digest.
It’s much easier for someone to get their head around a $97 monthly membership fee than a $1,164 yearly membership.
Profit Possibility
If you are selling something that your customers can use to make more sales, show them how many sales they’d need to make using your product before it pays for itself.
For example:
“When just 5 people sign up to your own £10 a month coaching programme, you’ll have paid for this product in full, and most of our customers see this happen within the first 4 weeks of completing the course.”
What about you? Are there any other writing methods you use to talk directly about the price and prove that you’re worth every penny? Let me know below.
Hi Tito,
Absolutely, unless you convinvce your customer of the value in your service, you’lll never tackle the price objection. Thanks for your comment!
This was a very useful post Amy,
I liked the different approach you presented for making a strong pricing case with prospects or clients. I think going an extra mile to show the client what they are to gain for the money they are losing [paying] will go along way in determining whether you make the sale or not. My favourite of the 3, is showing the possibility of profit, that will in a way make them see the money being spent as an investment rather than as an expense.
Good one Amy, Thanks for sharing once again!