Pricing Is The Wrong Frame

Short one today, as I’ve got a stack of admin, notes and replies to get around to!

This is a useful frame I use with coaches who struggle with their pricing

Or who are 2 people saying ‘I can’t afford it right now’ from deciding their price is too much, no one is buying etc.

Think about your niche.

Are you solving a problem for them that they’ve had for a long time?

To the point where they’re buying more in hope, than expectation?

Always struggled with weight loss

Never managed to ‘fix’ their relationship with food

All or nothing with the gym.

You need to overcome their self-trust problem - more than you need to change your price.

A price objection is about the price.

But to a person who doesn’t trust themselves to change?

It isn’t that the price is too expensive

They just don’t trust themselves to make the change

They think you’re great, they love your content - they see the results you get for people, and think they’re unbelievable!

… but you’ve never worked with someone like them before

Because the health industry, diet culture etc has made money by selling people the dream, giving them a load of shit then telling them it’s their fault if it doesn’t stick.

To someone who doesn’t think they can make a change?

£200 is a waste of money.

But so is £2k and £20

If you’re paying and don’t think you can change?

ANY amount of money is pissing money away.

Next time you think you have a price problem?

Look at your marketing and consider whether you’ve done enough to address the self-trust obstacle