The webinar seemed like it might be interesting. The person running it is very visible on social media as a coach. Notice, I said “visible,” not “highly regarded.” I don’t know if he is good at what he does or not. He is persistent.
It was a big promise. Five new clients in seven days. Or maybe it was seven clients in five days. I was mildly interested, so I clicked over to the site. Lots of hype, lots of promises, lots of endorsements. OK. I can expect that in today’s atmosphere where we all sell something.
No price. The whole page was price-free. But there was a link to “click here to register.” It’s a bad idea already. Not putting your price up front makes your audience think you are hiding something. Something too high for the average person to afford. Something secret. My interest was fading fast. Still, I clicked through.
Ahhh, the ususal–you had to “join” his website. You had to give up your email address to find out the price. Suddenly, the webinar was worthless to me. I was being manipulated, which means I also would not trust what he said. Or his information would be as manipulative as his offer–now this may not be true, but that’s how it seems to me.
I weighed the idea of giving up my email address for his use. I could always block him afterwards. After a second or two of thinking, I decided that I had invested enough time in someone who was not including me in his demographic. That’s fine. It’s important for a business owner to focus on the right demographic. And it is right for me to move away from a business owner who does not include my demographic. I don’t shop at Lululemon (I don’t have an impressive, Lululemon-required thigh gap, so I don’t fit into their pants). I don’t shop at Whole Foods (I can’t afford to); I don’t go to a pediatrician (I don’t have children under 18). And I didn’t click on this man’s registration link just to find out how much the seminar cost.
Don’t make that mistake. If you are charging an honest price, feel that your knowledge is worth a certain price, be open and honest enough to tell your clients what that price is. If the only factor in the prospect’s decision making is price, they may not contact you, but that is a great decision all the way around. You do not have to argue or explain your prices to someone whose sole concern is price, and they don’t have to argue value with you. Winners all the way around.
Yes, my prices for coaching are on my website, as are my prices for training. A few days ago, someone contacted me, claiming to have read “every word of my website,” and determined that she needed “only the best coach–and that’s you!” My eyebrows went up, and I made sure that before we got too deeply into the conversation, I mentioned the price. The caller squawked, “What? You charge for coaching? That’s a service that should be a right to anyone who needs it!” I didn’t tell her about my experience or my training, I just wished her luck with her search, while knowing she had not read more than three lines of my website.
Prices are a part of life. Grocery stores have them, clothing stores have them, even art supply stores have them. Imagine what online shopping would be like if you had to click through three or four times to find pricing. Don’t make your clients search for pricing. Oh, and those clients I might not get by missing the seminar? I’m OK with that. I’m not much of a “latest technique” coach; I’m more of a “I’ll walk this tough road with you” coach.
—Quinn McDonald is a trainer and creativity coach working on a certification in poetic healing.