The Hidden Problem in your Business.

This problem may be in any or all the following:

-??????The people who write your proposals and tenders

-??????The people who present your proposals and tenders

-??????Your sales team

-??????Your customer service team

-??????Your Management team.

Symptoms of this problem, which you may have in your business can be seen most clearly with Sole Traders or new entrepreneurs.

They have the enormous courage to embark on the entrepreneurial journey but stumble at the hurdle of pricing their services. What is it about this process which makes them so uncomfortable?

They’re offering a quality service or products, they know that clients value what they do, so why is it so hard for them to decide what to charge? Why do they shrink? Why do they charge less than they’re worth? They even know they’re drastically under-valuing their services. And on top of that, will probably discount.

The simple answer is that they’re too focused on how they’re feeling and not focused enough on the client. They’re looking at the transaction through their point of view, instead of the point of view of the client.

If they don’t know enough about the client and what they value, how can they sell or market their services? You can’t offer value if you don’t know what that value is for the client. So, their fall-back is to be nice and offer a discounted price.

Before you can sell, you must shift your focus and do a thorough discovery of the client, his or her business and the project at hand. That is how you learn what they value. And you must see it from their point of view and in their language. The best connection tool you can learn is effective questioning.

When you have done effective questioning and you know what the impact your service is going to have on their business, you no longer talk price, you demonstrate value. You’re no longer looked on as a supplier but a partner.

So, firstly we’re talking about mindset and point of view. If you’re selling an expensive product or service, or pricing a new project, the people involved could probably not be able to afford it themselves. This will influence their body language and beliefs about what the client will pay. They are looking at it from their own point of view. And believe me, when it comes to price, the client will instinctively pick up if anyone is uncomfortable about the price they are asking for. And they will get suspicious and feel uneasy about proceeding.

And secondly, we’re talking about the skill of asking the right questions. They need to focus on the client, the business and finally the project. Only then will they be able to sell value.

It’s time to ensure that everyone within the business approaches pricing with a sense of calculated determination. By delving into what the client wants and what they want to avoid. By effectively demonstrating your worth and charging accordingly. Sell value, let the rest compete on price.