In this article you will discover 5 keys to high-value client attraction and how to command 10 times higher fees than any of your competitors with confidence.
After a sabbatical year of travel, I am back in a small town in the German Alps with very few highlights other than my weekly trip to the supermarket. Last week the tea aisle had a surprise for me that I immediately recognize as a business lesson.
At the end of the tea aisle there was a new brand of tea TEN times more expensive than the most expensive brand of tea till that moment. (A little background about tea in a supermarket here: most brands offer boxes with the name of the brand and the component, whether it is chamomile, peppermint or green tea. The only differentiation is mainly the price).
The first thing that caught my eye was the names of the different mixtures of tea. I knew I was looking at something different I had never seen till that day.
Lesson 1 - What’s in a name?
The first element that stood immediately out on each package was the name of the different offers of tea. They went from pure beauty to skin detox, daily balance, daily energy, skinny mornings and skinny nights.
I had been walking down the tea aisle full of peppermint, chamomile and green teas. This radically change of focus immediately attracted my attention.
You can immediately translate this lesson to your business in the titles of your blog posts, presentations, talks, webinars, online classes, programs, etc.
Lesson 2 – Trust Triggers
Now they got my attention. They were offering me elegantly packed tea mixtures with great titles but at TEN times the price of the most expensive tea in the supermarket. Why should I trust them?
Fortunately, they also chose a great brand name and easy to remember so as soon as I got home I googled them. The first thing I found was independent third-party media talking about them. After that, I found their website.
The website made me feel I was in the right place from second one: a clean, elegant design and more trust triggers that made me confident that I was not wasting my time.
You can translate this lesson into your business with trust triggers that give your business instant credibility and a website that does the most important job a site can do for you: positioning you as the right option so that your perfect clients choose you.
Lesson 3 – Focus on results
The different tea mixtures focus on delivering very specific results. They don’t put the spotlight on the different varieties of tea like all their competitors, but rather on results they know their high-value customers want (energy, balance, a clean skin, etc.).
The immediate translation to your business is to put the main focus on the results you deliver. Remember that high-value clients are looking for help to solve their high-value problems.
Lesson 4 – Systems
The present the solution they offer to achieve those results in the form of a system. The different mixtures of teas are part of that system. The way of preparing and drinking the tea is also part of a system.
The practical translation to your business is to have programs that solve your high-value clients’ problems with a system. If you organize your work systematically, you are giving your client the confidence that they will achieve the results they are looking for.
Lesson 5 – Confident pricing
They are bold in the promises they make and they also have bold prices. If they were promising the same results at a very low price, they would have positioned their offer as not trustworthy. (It is a price that commands attention and we value what we pay for).
Their website shows that they know me and what I want. One of the most important things for me in tea is that it is organic and that it doesn’t have artificial flavors or color. I don’t want anything artificial. So it made immediate sense to me that their teas had to be more expensive.
In your business, concentrate on the value of the result you help your clients achieve for your pricing. One starting point to think about fees is the cost for your potential client of not solving that high-value problem in all areas of their life: relationships, health, finances, spirituality.
Identify the first lesson that you would implement in your business and go and make those changes. Don’ take yourself out of the game because you don’t know where to start. In case of doubt, start to focus on high-value results.
Till next time… remember your awesomeness is portable. You can take it with you anywhere.