How Everybody Wins

Blog / December 28, 2016

Let me introduce you to a big shift right now that will ultimately change your life. No, you are not charging for your time. You’re not selling your knowledge. What you sell is the value of the outcome that you deliver. Remember that word – outcome.

It’s all about the outcome. What is that outcome that you provide for people, and what is it worth to have that outcome? For example, if you are a relationship coach, and you can save someone’s marriage, what is that worth? If they don’t have to go to divorce court, then they won’t have to lose half of everything that they own, they avoid getting into a personal argument, a drawn out battle with a person they committed to love. Now that’s a priceless service.

If you are a pay-per- click marketing expert and you generate leads for business, you provide an essential service. If they don’t have new leads coming in the door, they really don’t have a business, so they need you.

If you take a second and think about it, the work that you do makes a huge difference in people’s lives. If they don’t have you to help them, they don’t have the outcome you provide, and then they are in serious trouble. They’re never going to fix their problems. But, with your help, and with your guidance, they can get an amazing outcome. I believe that you should charge accordingly. That means not charging less than $3,000 to $10,000 or more, for every client who comes in the door. I don’t care if you’re first starting out. I don’t care if you’re new to this. Let’s talk about why this is such an important thing, and why it is such a good thing.

The truth? High prices are better for everyone, including the client. When you charge a high price, everybody wins. There’s a few reasons for this.

First off, high prices are reassuring. When you have a problem that you really need addressed, what do you do? Do you go with the budget solution or do you hire the best? High prices actually reassure your clients that you are the best, and right away you get more respect. It proves that you have more authority and you are positioned as better than your competition.


Number 2. High prices equal higher commitment and better results. If you have ever had a problem with your clients not listening to you, or your clients not taking action, or your clients sort of taking you for granted or treating you like and employee, guess what? High pricing is the cure. The more your clients invest, the more committed they are. The more committed they are, the more likely they are to get results, which is what this whole thing is about.

Finally, high prices mean that you can work with fewer clients. I have a friend who has a thousand dollar program, and every year she sells about 3,000 people into it all at once. All in this big gigantic launch. Now that’s great for her, but really how many of those people are going to get results? If you work with 3,000 people at one time, how many of them are really going to get results Probably not that many. It is impossible to provide real support to 3,000 new customers at the same time. It’s crazy, right?

But when you charge a higher price, guess what? You can work with fewer clients and then really go to bat to create some amazing outcomes for them.


For more from Russ Ruffino, read and follow him @RussRuffino on Twitter.

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Russ Ruffino
Founder & CEO of Clients on Demand. Helping coaches, consultants, thought-leaders and service pros attract the right clients, at the right price, anytime they want.

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