Provide options to create the right fit for clients
Consider charging different rates for different programs. When first starting out, I would offer only one rate and the offer was basically “this is what I charge, take it or leave it.” So people would either take it or leave it. Then I realized that clients work in a different way. Many people like options (I do too). They don’t want to be “forced” into taking something that doesn’t suit them. They want the option of small, medium or large. There’s also some psychology to it. Some people naturally go for the biggest, fastest, “supersized” option, just because that’s their personality. Others are more cautious and like to take their time doing things. Sometimes, it’s simply a question of money and what they can afford. I started making available an option for each of these types of people (and budgets). The result? I started signing on considerably more clients offering options than when I used just one rate.
Why? Probably a few reasons:
1) There were options to fit different budget levels and it took care of the “am I charging too little or too much?” syndrome.
2) The client probably felt more in control and part of the decisionmaking process, which is less threatening.
3) It gave me confidence that my rates, as a whole, were just right for my ideal clients.
My different options used to look like this:
The Maverick Program — Real-time, Just-in-time Coaching
(All the help you need, exactly when you need it)
Two full hours of coaching per month
“I want my coach when I want my coach!” This option is for mavericks who work best outside of a routine or want to move extraordinarily fast. It’s also for those who prefer not to wait until a scheduled appointment to move forward and like to set their own schedule. We make our calls when you want them, for as long as you want them, and as often as you need them for up to 2 full hours per month. (And yes, we can schedule more than 2 hours per month and we’ll rate that time accordingly.) You may choose to break this out into four 30-minute calls, if you prefer consistency. Note: to keep you on track and for bookkeeping purposes, your time does not roll over into the next month, so use it!
The Fast Track Program
Three 30-minute calls per month
This option is for high achievers who want to take consistent action in practice building, strategize, collaborate and brainstorm with me on any issues or assignments that come up. (For some people, having the last week of the month to finish assignments works nicely, even if results aren’t as quick.) With this option, we schedule three solid 30-minute calls per month, one per week, to get you moving quickly, stay on track and eliminate any obstacles currently in your way so you can get clients faster than you would on your own.
The Basic Program
Two 30-minute calls per month
This program was created for independent self-starters who don’t want to speak as often as those in the Maverick or Fast Track Programs. It includes the same Client Attraction tools, resources and consistent action to attracting clients as the others, without the brainstorming or the added collaborative time with me. The focus is on solo assignments outside of the two 30-minute calls per month. This option can also be used for Maintenance after 6 months of one of the other programs available.
Your Client Attraction Assignment
Create different price points in your offerings. Use the provided one for inspiration, but create different options that work for you. Let there be an incentive to go for the higher option (more time with you or reduced cost per hour as frequency grows). Make it almost irresistible to go for the highest option, but recognize that some people may just not be able to afford it or may choose not to go that route. That’s OK.
Name your different options so that you can refer to them without actually using the dollar amounts. I’ve used the terms “Fast Track,” “Basic” and “Maintenance” programs for my different options. What could you call yours?
If you liked this article about packaging your services and making more money in your small business, you’ll love the free audio CD: “How to Attract All the Clients You Need”.