How To Price YOUR Work (Full Whiteboard AdobeMAX)
The Futur・67 minutes read
Understanding the value buyers seek is crucial in pricing work effectively in sales conversations, emphasizing the importance of focusing on what is valuable to the buyer. To ensure successful sales, uncovering the client's needs, asking purposeful questions, and avoiding overpromising results are essential strategies.
Insights
- Understanding what clients value makes selling easier by focusing on their needs and motivations, guiding conversations towards measurable outcomes and tangible results, and prioritizing serving over selling logos.
- Effective sales conversations require asking relevant questions that uncover what is valuable to the buyer, avoiding open-ended and unfocused inquiries, and utilizing verbal skills to address unspoken concerns sensitively while mirroring the client's language to show active listening and understanding.
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Recent questions
How can I effectively price my services?
Understanding the value you provide is crucial for pricing.
Why is it important to focus on specific services?
Focusing on specific services helps communicate value effectively.
What is the significance of creating artificial scarcity?
Creating artificial scarcity can increase demand for services.
How can I uncover what is valuable to the buyer?
Ask questions to understand the buyer's needs and motivations.
Why is it essential to stay in the diagnostic phase?
Staying in the diagnostic phase helps fully comprehend the client's problem.
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Summary
00:00
"Value, Pricing, and Client Communication in Business"
- The buyer determines value, the seller determines price, and you determine the value you provide.
- Knowing what clients find valuable makes selling easier.
- The speaker discusses pricing work and assigning value to intangible things in the creative space.
- Conversations about pricing can be emotional due to discomfort with money.
- Questions are posed to kickstart a conversation on pricing work and measuring value.
- The goal is to provide actionable tools for pricing work effectively.
- Being an independent business owner is emphasized over the term "freelancer."
- Focusing on specific services rather than a broad range helps in communicating value effectively.
- Creating artificial scarcity can increase demand for services.
- The importance of being discriminating in choosing clients is highlighted to communicate scarcity effectively.
15:02
Uncover Buyer Value for Successful Sales
- Apex involves a moment of anticipation before a drop, causing fear but ultimately leading to a thrilling experience.
- Rides that go straight up and down aim to skip the anxiety-inducing moments before the drop.
- Real-world examples like real estate purchases and art galleries highlight the importance of knowing prices upfront.
- In real estate, knowing the price is crucial to avoid wasting time on unaffordable properties.
- Art galleries sometimes delay revealing prices, creating discomfort for buyers.
- Buyers determine value, while sellers determine price, emphasizing the importance of understanding what is valuable to the buyer.
- Sales conversations should focus on what is valuable to the buyer, not just surface-level issues.
- Questions should lead to understanding why the purchase is important to the buyer and how it impacts their business.
- Missing the crucial "why" question in sales conversations can lead to missing out on understanding the true value to the buyer.
- Every prospect interaction should aim to uncover what is valuable to the buyer to facilitate successful sales.
30:03
Effective Client Communication for Successful Sales
- Clients value their time greatly and fear being taken advantage of, so it's crucial to approach conversations with sensitivity and address their unspoken concerns.
- Verbal skills are essential to ask basic questions like the purpose of the conversation and the problem the client aims to solve in their business.
- Focus on understanding the client's needs before proposing solutions, ensuring clear communication of value and a smooth buying process.
- Emphasize the importance of staying in the diagnostic phase to fully comprehend the client's problem before moving on to solutions.
- Utilize questions about value to gauge the impact of potential improvements and guide the conversation towards measurable outcomes.
- Determine the client's desired increase in sales, calculating the difference between current and desired levels to understand the value proposition.
- Establish realistic goals with clients based on past performance and avoid overpromising results that may not be achievable.
- When discussing logo design, inquire about the purpose of a new logo and its expected impact on the business, focusing on measurable outcomes.
- Practice intentional listening to understand the client's goals and motivations, guiding the conversation towards achieving tangible results.
- Employ reverse psychology to challenge clients to justify their decisions, ensuring that proposed solutions align with their true objectives.
44:55
"Maximizing Social Media Presence and Branding"
- The speaker emphasizes the importance of getting noticed and capturing attention in a social media context.
- Critical thinking and proving oneself wrong before speaking are highlighted as essential for growth in social media following.
- Various strategies for increasing social media presence are discussed, including making connections, collaborations, sponsored posts, and publicity stunts.
- The significance of branding and the role of logos in attracting attention are addressed.
- The speaker stresses the need to prioritize clients' needs over selling logos, focusing on serving and helping them find clarity.
- Human psychology is explored in relation to desiring what is unattainable and repelling desperation in sales interactions.
- The importance of design, presentation, and photography in making logos attractive to discerning buyers is emphasized.
- Closing the imagination gap by showcasing logos on various applications and using generative tools is recommended for selling the potential of a logo.
- The speaker discusses the value of selling the dream and potential of a logo rather than just the physical creation.
- The concept of a brand refresh to stay current with trends is discussed, with an emphasis on selling the value and benefits of the refresh to the client.
01:00:58
Improving Client Conversations Through Effective Questions
- The issue identified is with the open-ended and unfocused questions being asked during the conversation.
- Practice is needed to improve the ability to ask questions effectively in real-time.
- Understanding concepts rather than memorizing scripts is emphasized for successful client interactions.
- The importance of guiding the conversation with relevant questions is highlighted.
- The significance of staying consistent with the client's character and language is stressed.
- The potential financial impact of logo redesign on a 50-year-old company is discussed.
- The need to consider the costs and benefits of logo redesign, including printing and branding expenses.
- The strategy of mirroring the client's language and questions to show active listening and understanding is recommended.
