Finding the best solution to their design problems is.
That’s why your priority should be to ask about their priorities — other than price. They may talk about getting the work done on time, or losing control over the project, or disruptive subcontractors or finding the very best furnishings for their space.
Maybe they’ll ask about your delivery, contract, guarantee, or follow up. The discussion will remind them about everything at stake other than the cost of your services.
When they’re through talking, you say: “If I could guarantee that I’ll do my best to make sure the project is done on time, that you’ll retain control over it, that the subcontractors quit before you return home each day…, wouldn’t it be worth it to invest a little more in the project?”
Usually, the answer is: “Yes.”
Too many design professionals discuss price too soon. That’s a sure way to kill the conversation before they even get to the other priorities. Prospects stop listening. Of course, there’s no sense talking to people who can’t afford your services.
That’s why you qualify them up front, and make sure they have the need, budget and commitment to buy the design products and services that you sell.
Price negotiations are no time for original thought. That’s why you memorize and share, at a moment’s notice, the reasons why you’re worth your design or consultation fee, margin, mark up, etc. Fee “justifiers” can include things like your…
+ Design specialties and expertise
+ Awards and other recognition
+ Clients: who you’ve served, and how
+ Educational background
You can and should share this information in your Killer Bio on your website and in social media.
Another way to justify your fee: Explain how you save your clients time, money and headaches, how you manage the project from concept to creation, etc.
You can also avoid price hassles by presenting prospects with personal marketing materials that show your value. Examples: bio sheets, testimonial letters and a complete list of your products and services.
Make 2019 the year that raise your fees — or at least stand by the ones you have. And make it the year that you view price objections for what they really are: opportunities to explain how you differ from lower priced competitors.