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A shopping list
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That's what most quotes and proposals look like. A list of items the prospect can choose from and decide what they buy. It doesn't matter if it's actually important, it's what they "feel" it'll be important for them... in their self-diagnose. A sense of alignment and direction BEFORE the execution? Nah. We need it to happen today. Let's skip that. This looks too expensive from that proposal. Let's take it off. This is too many things —and it's not everything that I asked for. Let's pressure on a lower price. Having a list of your deliverables with the price of each thing to then sum up a total makes you... 1. Leave money on the table 2. Give away the choice of what they buy from their self-diagnose. A way out Guide your prospects and clients through what they really want, and how you can help them get there. And then show them the options that will make the most sense. In a bundle. You'll see the difference. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Helping. Helping the right ones who can use your help. Helping the right ones who can pay for your help. Helping. Now, not being aggressive doesn't mean not to be firm. You can help and say No. You can help and choose. You can help and charge "a lot". And helping is about guiding them in the right direction. Especially if it's not you.
Everyone tells you to be aggressive. That you need to crush your competition. That you need to win. You don't.
It makes it easier in our heads to take things off to reduce the price and get to a point that's acceptable to us, than to keep adding things as we see the price going up. Check this story by Blair Enns: Anchor High.