by Dr Greg Chapman
When someone is enquiring about your services for the first time, they may ask “How much do you charge?” But if you tell them, the focus is just on price.
A buying decision is generally an evaluation of the Value/Price ratio, often expressed as Return on Investment. However, for many services, the return is an intangible.
How much more beautiful will a beauty product make you look? And what is that worth?
If you start with value and ensure that the buyer fully understands the benefit they will receive, even if it is intangible, that is where their focus will be even after you reveal the price.
But, what about your competition? More...