Confidence in your price comes from confidence in your service.
Now I'm staying on theme here. I've been talking about price confidence through a couple of videos now.
I've been talking about the possible scenarios
that can be the case when someone says you're too expensive or you're more expensive
and I've talked about how to be confident in your own price.
And today
I want to talk about
having confidence in the work you do and using your confidence and your understanding
of the quality of the service and the work you do to make you confident in the price.
You should be doing good quality work and expecting people to pay appropriately .
You shouldn't be competing against inferior quality work
and being more expensive or trying to compete on price with inferior quality work or different standard of work.
I talked about this in the last video a little bit. I talked about
comparing where you sell on price and where you sell on quality
to your competitors and expecting like I was just saying
that if you do better work you should be paid more and charging more
and if you do different standards and different types of work
on different things
and worth different amounts of money.
I want to dig a bit deeper into that discussion today. You do work that you're proud of.
What makes you proud of it? Let's think specifically why are you proud of the work you do,
what makes the work of your business work for you to be proud of
and specifically what does that mean for your customer?
What is it for them
about the work,
about you being proud of the work you do. And these are important questions
particularly in terms of what does it mean for your customer.
You need to know the answers.
Your customer needs to know the answers and your customer needs to be asking those questions
too. If they aren't ask those questions
and they just imagined that a plumber is a plumber and a builder is a builder, etc
and a house is a house and a fence is a fence, and all those things
then you haven't done your job as a salesperson.
In my Tools Down workshop, I talked about
helping your customers understand about comparing apples to apples make an apples to apples comparison
and I'm going to stick to apples for a minute because it's fun.
Comparing apples to apples is very difficult for your customers to do
unless you're clear and you help them get clear
what your apples are like.
If you don't tell them what your apples are like or show them what your apples are like,
let them taste your lovely apples, they're not going to know. They're just going to go 'Apples'.
There's a world of difference between beautiful, fresh, organic, freshly picked
new season apples and last season's are possibly in the fridge or summer and a wrinkly and a bit waxy
and flowery and not very nice. There's a world of difference. You need to tell your customers
what kind of apples your selling.
And lastly this history whether you've been compared to somebody else or not
with you being compared to somebody else with an alternative product
or whether you're just saying 'Look at these apples, they're going to cost you this much',
you still need to do this. It's important to know and it's important for your customers to know
and maybe shitty apples are fine for them. Maybe the flowery stuffs fine.
Maybe it's fine for the application they've got.
Maybe they don't have much money and they'll take shitty apples because they have no apples at all.
Maybe they are prepared to pay extra and a nice premium for those beautiful fresh organic apples
and maybe they want those Sal cooking apples because of making pie or apple sauce or something.
People want different things
and different things attract a different price point and you need to understand
what you're selling and don't let yourself be put into the box of just being that trade then all the same.
I'm in danger of doing the apples analogy to death so I'm going to try and stop but please learn and understand
and get clear for yourself and for your customers what kind of service your business provides.
What kind of work you do, what kind of job you do just like apples are all the same.
I've got a couple of examples from real life from my clients
that I think you'll enjoy.
Customer of mine makes
the best electrical switchboards is out of Lismore
and it makes the best electrical switchboards around, with all high quality stuff,
big fat serious ones for serious applications like sewage treatment plants and things.
And and he's very proud of the high quality product he produces
and uses the top-end component tree. It makes really good cabinetry,
it's all done really well he's really proud of it and his customers know that
because what happens is of course his customers only buy them
for those high-end applications for where they're kind of visible and the customers are going to see
his customers or electrical contractors so where the product is going to be visible to the end customer
they can where that's not the case, they buy cheaper shitty of things from my guy's competitor.
Horses for courses. He knows what he's selling and he knows what his customers understand what he's selling
and everyone's clear. The same with this guy, Joe. He's a builder
and he builds
for property developers, people who buy a block of land and subdivide it and put multiple properties on there
and want to sell and make a profit.
The big thing here is project management and speed. It's important
to once all the paperwork's been done and then you can start the build to get that thing built quickly
so you can get it on the market, get it sold and make it profit. So his thing is about
speed. It's not luxury, it's not making your dream home,
selections are quite limited. It's about building a reasonable standard thing
that people will come in and buy -
really reasonably quickly.
Horses for courses. He's priced appropriately and accordingly and he sells himself and explains himself
in that way.
Different apples and different price points. He's not a project home builder. He's not a luxury builder.
He's for developers.
Know what you are. Know what kind of trade you are. Know what kind of business
your business is. Know what that means for your customers.
For Joe it's getting your thing sold sooner, making you money sooner and making more money.
Find the customers who want the thing you are selling.
Don't bother with the ones who want something different.
Tell them what you are.
If it doesn't match what they want, qualify out. and go and spend your time finding the customers
who want what you're going to buy or you will just end up stuck in that price frustration trying to sell something
that isn't really what they want.
Now of course my customers do this. It's something we spend time on
and effort on. We figure out what kind of service they provide.
We target the marketing they do to the customers who will appreciate that and we say the right stuff.
And if you think you want to do that
obviously you might consider becoming a client of mine and then maybe your coach.
There two things you can do
if you want to explore that. You can book a ten minute chat,
there'll be a link somewhere. You can come to the next Tools Down workshop either way we'll end up talking
and you can decide whether you want me to work with you.
See you.