I was selling beer tickets at our town’s festival and one customer complained about the price of the beer. Yes, he could buy his beverage for a lot less — if he went to the store himself, paid to refrigerate it, and bore the costs of the home in which to drink it. But to enjoy an adult beverage at a festival with a live band, well, the price of the beer is paying for that, too. Once I encouraged him to think of it that way, he saw things from a different perspective and seemed less disgruntled.
Consider how you position your product and pricing. Coaching is more than a 50-minute phone call; it’s accessing decades of experience personally tailored to the person’s needs. A teacher is shaping lives and building character as well as delivering math lessons. Doctors are diagnosing the illness in addition to prescribing medicine to reduce its impact. Help people understand that your price reflects what goes into delivering the service, not just the end result.
