Have you lost a customer because of your prices? | Jasmine Star

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Have you lost a customer because of your prices?

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Have you ever lost prospective customers because they said you were too expensive?  Or your products cost too much?  I have.  In fact, this used to happen more than I’d like to admit. 

But here’s the ironic part: I lost the most customers when my prices were at their lowest.

I started my photography business and charged $1,000 for my services.  A few years later, clients are spent (on average) $10,000+ for my services and my calendar was full for the year.

So how did this happen?

After a few years of struggling with my prices, I soon understood that I needed to sell the BENEFITS of my services, not my SERVICES. 

You see, services are duplicatable (I photographed weddings…so did 100,000 other people), but the personalized benefits I provided were not.

The same could be said when I launched my Instagram for Business class, INSTA180. Were there other Instagram classes that charged less for the course content?  Yes.  Were there lots of other options?  Yes.  But the personalized benefits set me apart.

Benefits are the things that my clients experience as a result of working with me.  Because I’ve worked hard at showcasing my uniqueness, my clients know booking my services is about the photography and business advice they receive, but—also, and importantly—about the benefits.  Things like:

  • Learning from an internationally recognized photographer
  • An inside look into my business and approach
  • Being featured on my social media networks
  • A decade of experience
  • …and more

Marketing efforts should focus less on what your business does (it’s duplicatable), your prices, or the technical aspects of your craft (the competition may be better).

Prospective clients aren’t comparing services on price alone any more.  They are choosing a business because the benefits they receive are tailored for what they value.

I’m writing this post as a photographer and business strategist, but the same principles can be applied to any business.  So show off your benefits with confidence because your services are just a small part of booking your dream customer.

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FREE PRODUCTIVITY PLANNER

Life is about to get a whole lot easier.  

Desperate for change, I created a Productivity Planner to help streamline my workflow and I kissed stress goodbye. 

[With cherry flavored chapstick.]  

FREE INSTAGRAM GUIDE

Oh, friend, it's time to start growing your business on Instagram.
  
Sign up to receive a free Instagram marketing guide, helpful tips, and free stock photos you can use for your business.  

It’s basically an Instanote sent to your inbox to help push you toward your social goals and help grow your following.

FREE STOCK PHOTOS

You're busy, pulled in lots of directions, and trying to run a business. 

In addition to all this, you know you should be posting on social media, so how do you balance it all? 

I'm dedicated to your success, so download five free stock photos to use online...I hope this empowers you to attract dream customers along the way!

I wouldn’t say we were business nerds but my husband just sent me a Slack message asking me to call him.

If you need me, just follow the trail of empty La Croix cans around my house.

"Margaritas make me sound smarter, dance better, sound amazing, and look like Shakira...