You've established price points for your brand's levels of service. You've thought about each one carefully, researching the costs involved, conducting test runs and consumer polls. You feel confident that you're charging what you're worth and that your future customers will receive lots of value for the price.
And yet, your ideal customers are balking at the cost of doing business with you.
They're saying, "I can't afford it right now."
When your ideal customer breaks this news to you, you can feel discouraged—like you've wasted time and money on acquiring a customer who isn't willing (or who isn't able) to follow through.
This isn't the end.
In fact, it's just the beginning.
Read on to learn why that is, and how you can proceed.
Why Your Ideal Customer is Saying No
First, it's important to determine if that potential customer truly cannot afford your services, or if they simply aren't willing to make the investment.
This isn't about prying or turning your interaction into a hard sell.
Instead, it's about understanding the real root of the problem: Are they truly unable to move forward, or are they using that excuse to disguise fear, a lack of belief or second thoughts about your brand?
Or, put more simply, is it that they CAN'T afford it or they WON'T afford it?
For those ideal customers whom you believe really cannot afford your services, proceed in this way:
- Do not write off that potential future customer. Instead, understand that they may be able to afford your services in the future, and may also grow to become one of your most beneficial and loyal clients. Every time you hear "no" from an ideal customer, make sure you're translating it into "not now."
- Show that ideal customer you're willing to wait until they're more prepared to take the plunge, and that in the meantime, you're willing to offer as much free advice and free or low-cost services as possible.
- Offer options on a lower price tier, to make your services more accessible in the short-term.
- Invite that person to fully connect with your brand in a number of ways, like subscribing to your newsletter, receiving blog updates, liking your social media pages, subscribing to your vlog, joining your social media group…whatever you think will keep your brand top-of-mind and entirely helpful until the time when they're able to invest.
- Assist your ideal customer in raising the money necessary for making the purchase from you, by offering advice for creating their own stream of income. This will not only move them closer to purchase from your brand, it will prove your expertise, build trust in you and work to establish a long-standing brand/client relationship.
- Stay in touch. This doesn't mean stalk your ideal customer or hound them with questions about when they'll be able to afford your services. Instead, be present, offering help and asking about their progress.
And for those whom you believe are using a lack of funds as an excuse for a deeper objection…
- Determine if a lack of attention to self is contributing to the NO. In other words, is your ideal customer putting other obligations before themselves, and saying NO to you, even though they really want to experience the change you're promising? Work through this with them, and you'll not only move closer to the sale, they will feel indebted to you for helping them to put themselves first (for once).
- Encourage them to talk about their objections—not with the intention of converting them (yet), but with the intention of helping them to address the issues that are keeping them from solving their problems or relieving their pain.
- Open your memory and your mind to recognise common fears (the fears that your long-time loyal customers had to overcome before contracting with you). When your ideal customer experiences fear, they're not alone. Others like them will feel those same misgivings, and when you talk to enough of them, you'll come to recognise those fears straight away. This is why I always suggest publishing and sharing case studies so that nervous prospects can see that others just like them moved through fear and changed their lives…with the help of your product or service.
- Don't try to make them say YES. Instead, help them to say YES. Otherwise, their pain will continue.
If you feel a connection with a potential customer, on a values-level basis, then a NO should never signal the end for you. Instead, it should start the digging-deeper process, in which you work to relieve fears, dispel mistruths and restore self-worth.
I know, it all sounds pretty deep, right. That's huge, because maybe you hadn't considered just how profound the relieving of your ideal customer's pain can be. Don't underestimate the power of your brand to change lives…and the world.
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