Thinking About Price
"Salespeople have two major fears: #1 is rejection and #2 is price or fee.
Most
salespeople (not you, of course) are hesitant when it comes to talking
price or fee. The reason is, in their own mind, they think their prices
are too high"
No question, this is me when is comes to our gym. Even though I know our price structure is reasonable and, in fact, less expensive than most other personal trainers, I don't want to be rejected on price, so I pre-assume the customer won't see the value either.
"When it comes to price, the first thing you have to have, as a professional salesperson, is a deep-rooted belief that the value of what you're offering far exceeds the price or fee that you're asking. If you don't believe this, the highest level you will rise in your sales career is to the level of mediocre"
Again, I need to be convinced of the value, or how can the potential customer?
"The price or the fee for the products or services that you offer must be presented, clarified, justified, and affirmed during the sales presentation - not at the end. If the presentation is perfect, the value is clear, and the differentiation is obvious then a reasonable price will not only be accepted, it will be accepted without a fight."
Great stuff. Now I just need to work on it personally and ignore the little voice in my head that tells me to avoid talking about price.
This is one I have to comment on. I too have this issue. But it isn't because I don't think I'm worth the value. It's due to the ignorance of the customers.
caveat: (I do apologize for using Athletic Nation all the time, but that is my frame of reference.)
Our customers most likely can't assess a value to personal training without going through it. I know when I began, I had no idea that the average for personal training was about $100/hr. But even if I did already know that, had I not been exposed to a personal trainer, that $100 figure is just a number. The value for our service just can't be assessed by a newbie, without hands on experience. So of course they will think it expensive.
I still avoid price unless the customer asks. I promote the free week, and then talk price. That might plant a seed of doubt in the customer's mind, but so long as I at least have a commitment for the trial week, I can prevent the seed from sprouting.
But I won't dare say that is the best policy.
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I agree that it is difficult for me to mention it right at the start. It usually comes up and I try to make it matter of fact but I don't waver on it - I tell them the price and watch their reaction. I almost hate to compare our prices to other personal trainers because then the conversation hinges on price and the value of our price rather than the value of our service. I certainly still struggle with this aspect.
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