In order to effectively price educate a customer, you have to take them through a process of discovery and awareness where they can see, hear and feel the quality of your product or service.
In order to price educate a customer, you need a beginning a middle and an end.
Pricing begins in the marketing phase.
What does your marketing look like? Does it look like it was done by your 13-year-old, what does it say about you price cheap, expensive, affordable. Is your branding across the board consistent the first impression people get about your marketing will set the expectation of what it costs?
Pricing is prepared in the sales process.
Most soloprenours do not have a sales process, they have a sales puzzle a bunch of pieces of things they are doing but they are not clicking together. Sales is all about a process, not tactics and technicians we are all about tactics. An effective sales process walks the potential client through a process of acknowledgment recognizing you exist to deciding to call you. Effective marketers and salespeople know how to help the customer navigate through your system in order to be educated about what it is that you offer and help them decide if your offering is a fit for them.
Pricing is presented before you close.
If you do not have an effective process that helps your client understand why your pest control service costs what it does then your price will always seem high. Pricing has to be presented when you have satisfied your clients need to understand appreciate what they are buying. Its value has to be higher than what they are paying for it.
3 Things A Customer Needs To Buy Product
They have to Want or Need It.
Customers will tend to buy what they want versus what they need as needing something is the result of a problem, wanting something is the result of having a longing for it that will not be satisfied until it is owned.
They have to be able to afford it.
We all at one point wanted something we could not afford, the fact is people want all kinds of things in life they cannot afford a 747 is out of my price range and for that matter, a Leer jet is too a single-engine Cessna is more of what I can afford. It doesn’t matter how good the offer I still can’t afford a jet at 95% off. If the customer cannot afford it no amount sales pressure can get them to own it. Part of our job as salespeople is to determine who can afford our services.
They have to be willing to pay for it.
Just because you need something and can afford it does not mean you are willing to pay for it, there are plenty of millionaires living in the same homes and driving the same cars as middle and upper-class families.