Chumming the Price Waters
Chumming the Price Waters. We've briefly mentioned this throughout. We've talked about this multiple times. 60% of buyers want to discuss the price first. And now if I asked anybody here if 60% want to and they come to you on the phone. Who am I gonna pick on? Tori grab the mic. If I called you on the phone, and I said, Tori, what's your price? what's the line now?
I'd like to know what you want out of the photographs.
Tori, I don't even know if I can afford the photographs.
(laughs nervously) This is harder. Some of our customers pay about $600 per shoot, but I really wanna understand what you want out of these, or what kind of pictures you wanna have.
Perfect. You went back to it. Perfect. Have a seat. That was amazing. Now, this is the beauty of this, had I asked that three segments ago, you probably wouldn't have been able to answer, even if I asked during the hot seats, you wouldn't have been able to answer, but now that you saw the hot seats, you're like, Okay, now at lea...
st I can answer this. Now you're gonna practice it until you believe it. Right? You're gonna give them the, let them have their bone, give them that piece so they can let go, and then present your value. But what else are we doing to chum our price waters? What else are we doing to make people want to come to us and talk about price only? That's where the website comes back in to play. How do we display it on the website? Do we have too much information on the website? Do we ask them to talk to us? Do we give them a starting place and then simply try and get them on the phone? 'Cause that's what you should be doing. If you're sending out price lists, if you're sending out... if you're putting out information into the world of, like, packages and all that kind of stuff, no. Just remove all of that. Let's not train them to come to us just on price. Okay. So the theory, the thought behind this, any time there's a price concern, I want you to solve the price concern, I want you to redirect and then to establish the value. That's simple enough. Yes, Haldis?
What's a good place to put the pricing on your website? The info page, about page? And when I say pricing, I mean, starting at X. Is it--
I would honestly say, there's no right or wrong here, but I would think Contact Us might be the best place to place your pricing info because you want them to reach out to you. And then simply stating, Collections start at this. We'd love to discuss your needs. And then phone number. If you wanna have a pricing, that's fine too. People generally click Pricing more than they do Contact, so in terms of website heat, it's called a heat map, where does a person click the most, it's on Pricing. So if you want them to simply click Pricing, fine. Do the same thing: Starting at... Let's talk right now. And you know what you can get for your website? You can actually get these little aids. There like little plug-ins, basically, that you can install on your website, that lets you start up a dialogue with them, like an instant chat message. So when they're on the pricing page, it could pop up an instant chat, and a little automated message will say, Hey, this is Haldis. How can I help you? And if they respond to that, it comes to you. Hey, Haldis, there's someone new on the site. Talk to them right now. Kind of cool, right? If they don't respond to it, you don't get a new message. So only if they respond, does it tune you in.