How to Sell Advice

Why you want to have
multiple price options.

Is what we're going to talk about today.

And what I've discovered over time is that
there really are sort of two core buyers.

One, there are the price buyer.

And what they're looking for
typically is someone just to do,

to check the box, to do the thing
for the best price they can get.

It's frankly, a matter of cost.

So if we can get one.

Commoditized widget or service.

They'll take that because it's
good enough for their needs or

if they can find someone cheaper,
they'll probably go for that.

Now the, the challenges that a
lot of times, people will come

to you with say a price need.

They'll say, Hey, I want this
to cost X amount of dollars.

And I want this to do X type of thing.

And, or, or some kind of range.

Right.

And so your job of course,
is to not necessarily take

what they say at face value.

It's not always the
case that that is there.

Strict budget budget is really just
a values decision, an allocation

of resources, more than anything.

So your job is to unpack
well, what are your goals?

What are the value?

What is the value of
achieving those goals?

And then how do I package up some options?

That will get you to that outcome.

And this is where having a few options
can come, can be really valuable.

So if you're doing say customer polls,
let's say you're doing a web design

project or a web development project.

And so the client comes to you.

They say, Hey, we, you know,
we need you to build out this.

Area or part of our,
or a complete website.

Uh, we have a budget of,
you know, I dunno, 10 grand.

Uh, and, uh, we, you know, we'd like it
to look something like these websites.

Great.

And we want these number of pages.

So they're, they're kind of coming
kind of pre diagnosed with a scope

and they have an idea of what
they think the project entails.

Your job then is to unpack and say,
well, what, what, what business objective

is doing this redesign or this website
or this section going to have for you?

So what is the, what is the reason
you're doing and why not just.

Do it on Squarespace herself.

Why not just not do it?

Why not just tweak what you have already?

What does that stay here?

What happens if you don't do anything?

What happens if you do it another way?

And you can look at those options
and really what you're trying to

get at is, okay, so you need more
clients or you need more leads or.

Your website doesn't reflect
the quality of the services

or products that you provide.

C wants something that
is a higher quality.

Of.

Presence a higher, better quality
design and overall more professional

look and feel so that you can be more
credible in your sales conversations.

So that you can charge higher
rates so that you can attract

more leads and opportunities.

Great.

So now we're onto something.

So now we're seeing how design.

Is going to impact perception,
which will impact sales and

conversions and other things.

So you can kind of sell on that basis.

So, what you do typically is you want,
you, you either do this on a discovery

process, or you do this informally on a
sales call and really just trying to get

an understanding of where are they today
and where do they want to be tomorrow?

And what is the gap in value or
what is the gap in the situation?

So what does that look like?

And you really want to stress that
gap and say, so if nothing happens is,

and this is the status quo situation.

Why not hire someone cheap.

Why work with someone like me?

Why work with me specifically?

And what is the outcome sort of look like?

And what is the business impact?

Was the value of that?

What would that mean?

In terms of new revenue or, uh,
increased sales or more something, right?

What is the tangible business impact?

And.

Once, you know what game you're playing
and really you have to maybe probe

and ask a bunch of questions and why
questions and, and that sort of thing.

But once you understand what, what
the goal is, and then saying, okay,

so reasonably speaking, if we can
increase your leads by 10%, it would

have this sort of impact based on how
many leads they're getting currently,

which I've asked you already.

Um, Well, this is roughly what
the business impact might be.

You'd grow by down 20, 30, 40,
50,000 a month, or some other number.

Got it.

And let's say you were to increase
your, let's say you were to

invest in a premium web design.

And so therefore you look more premium
and you can charge higher rates.

Great.

So we can imagine that would add 15
or 20% to your, to your business.

Let's say over the course of a couple
of years, and then you're going to

have this website for five years.

So reasonably speaking to do this right.

To if we did this right, or this could
have an impact over five years of

half a million, a million, $2 million.

Great.

Based on these kinds of metrics
and, you know, hopefully they're

tracking some of these things.

If not, you can say, Hey, you know, why
don't you look at your conversion rate?

And we can at least benchmark
that against what the future looks

like over time, because remember.

These things take iteration
and time to, to really, uh,

To really come to, to value.

So with that in mind, once you have
the goals and yes, you can receive

their kind of proposed scope and
their needs and do a needs analysis.

And you, and you have the value in mind.

Now the objective is for you to go away.

You kind of come back and you say, Uh,
ideally you book your, your next call.

If you're going to propose something,
and this is all assuming and customer

engagement, it works similarly
with productized services, but

I'll get into that another time.

With your product ladder,
different price points, et cetera.

But once you have that in mind, you
can then say, okay, well, here's,

here's the price you asked for?

Here's roughly the scope you asked for.

But here's something that's maybe
a little bit more expensive.

And here's something that's a lot more
expensive, but here's what you would

get in terms of additional value.

If you spent that little bit more and
maybe if something was even cheaper

and there was a few, much fewer, not
enough things, but kind of met their

requirements, but at a basic level.

Um, and so here's, here's what we would
look like if you had a couple of other

options that were potentially spending
more, but you'd get a ton more value.

We'd be able to invest more in the
design, more revisions, more iterations.

More pages.

More functionality.

You know, maybe I can help you
integrate your forms with your CRM

on the backend, so you can collect
emails and I can do all that for you.

And I can even maybe
design and build out the.

The email experience.

So that the, those templates look great.

So here's what those would cost.

So here's, here's the offer
that you've kind of come to me,

looking for assuming that I can
actually deliver a result for you.

And here is now some additional
options on top of that.

Here are the prices for that.

And what you're going to find is
that not everyone is a price buyer.

And some people are value buyers.

And that's the kind of person you want.

Hey, we want to work with, because
price buyers tend to be thinking

in terms of commoditization and
deliverables and nuts and bolts.

Whereas you want to be thinking
about outcomes and business value.

And then price your work accordingly
and scope your work accordingly,

make a business case for the most.

The most value you can add and say,
here's what it would look like.

Yes.

It's going to cost you
30 instead of $10,000.

But really in the grand scheme of
things, if you're anticipating making it.

An additional 500 or a million
over two or three or four years.

This is really just a drop in the bucket.

I'd rather, and this goes back to a
previous episode that I'd rather say

in order to do this right, in order to
get the most possible value for you.

Here's what I was proposed.

We do.

No.

Sure.

We can do it this lightweight way.

We just have to know that.

It's not as intensive that the work,
the value may take longer to come

to fruition, or we won't go to this
standard that maybe you're hoping for.

At the highest standard.

If that's your goals, nonetheless,
it'll still, it'll still help you.

Close more deals.

Get more conversions the website.

So we'll be designed more functionally.

Because there are tons of them will
find it and et cetera, et cetera,

whatever the, whatever, the thing
that it is that you're selling.

Because once you know, their goals
and why they matter, and then

making a business case with them.

Then you can propose those higher
options and base it on the value.

You know, if you only closed one more
deal, this thing would pay for itself.

In two months.

If you only closed at one
additional deal over the course of

a year, this would pay for this.

This would be, it was a pay
for itself five times over.

So how do you then position the
scope and make a recommendation

based on the most value?

Now, this is where the value buyers
will put their hand up and the

price buyers will still go with
something that was more along the

lines of the basics that they needed.

Fine.

You have an option for that.

And then the value buyers will reach
further and say, you know what?

Uh, I want to, I want to go for this
more valuable option or in some cases,

they'll say I want this more valuable
option, but I don't want to pay for it,

or I don't want to pay the full amount.

And really they're just revealing
that they are a value buyer.

They're just maybe hesitant
to spend the money.

But hold your ground, sell the value.

Reiterate the value of it against
their goals and, and kind of

recreate that business case.

As the Ziglar says, be a co buyer.

Buyer of your services with them,
help them kind of figure out what

the business case is, what the
risk is, what the likelihood of an

ROI is based on their objectives.

And make a recommendation and
obviously you're non partial.

You can still do the
lower cost lower sort of.

Scope thing, but now you've
got a couple options.

So instead of them, and one of the
main reasons here, as well as instead

of them, Now taking your single offer
and they have to pray shop it around.

Cause they don't know whether
it's reasonable or whether it's.

Appropriately priced.

Now they can say, well, I can price
shop each option against each other.

And I can see a range of options.

Maybe I go shop it to someone
else, but their proposals aren't

going to be the exact same.

So, um, at least I have a range of options
to make sure I'm not getting screwed to

make sure I'm not getting ripped off.

If they don't know what.

What things should cost.

So you give them a few different options
and, uh, that helps them not need to

price shop around so much to verify
that they're not being ripped off.

Otherwise, they have to kind of do
that, their due diligence to make

sure that the quote they're getting
is sort of reasonable in the realm of

what they should be paying, because
not everyone can determine that

if they're not super experienced
buying what it is that you sell.

So I just wanted to leave that
with you having multiple options.

This works the same way
with productized services.

Having multiple options really helps
you too, to create offers at different

price points, aligned with different
levels of value, and really it's

about understanding their goals.

So you can tie it back to the
value, make a business case

together, be a co buyer with them.

Help them by, on their side of the table,
the right option for them based on their

goals and objectives and the value.

And ultimately probably close a
deal much higher than maybe that

the client initially anticipated.

But also deliver more valuable which then
makes more value which then makes you

more valuable and makes them more likely
to refer you in the future so i hope that

helps have multiple price options when
you can it makes a big difference and you

could probably earn 20 to 50 to a hundred
percent more if you do this by, for now