A pricing & sales technique that works even if you’re an introvert

tweet share share pin email

Selling your work as an introvert can be a tough task.

Everything to do with pricing tends to bring up fear: Fear the client will walk away if you price too high, fear of being seen as a fraud, etc.

But today I want to show you a simple technique you can use to help you get more proposals accepted and potentially earn more revenue just by changing the way you present your price to your prospect.

What I love so much about this technique is that it doesn’t involve any hard-selling at all. You don’t have to be a “natural” at sales to use it, and it also helps prevent haggling.

Sidenote: Once you finish, read how 4 freelancers built recurring revenue models that changed their business. You'll love it.

It’s simple, and anyone (even introverts like myself) can put this into action.

(I also included a special FREE bonus in this article to help you even further. Make sure you read all the way to the end to get it.)

Here’s the simple technique: provide more than one price to your prospect by offering packages.

You'll also enjoy this episode of our new podcast...

It sounds almost too simple, but there’s a lot that happens when you give your prospects more than one price to choose from.

Let’s dive in.

The problem with offering only one price

“Never place a buyer in a “go or no-go” dynamic.” – Alan Weiss

Making a choice based on one price leaves your prospect with only 2 choices: yes or no.  It also makes it easy for your prospect to compare your one price against your competitor’s prices and simply look for the lowest price.

Instead, you can give yourself more chances to get a “yes” answer by offering additional choices or packages.

I like to offer 3 package choices to the prospect at different price points: A “High”, a “Middle”, and a “Low” package.

When you offer three choices, the question in your client’s mind changes from, “Should I work with Awesome Agency?” to “Which of Awesome Agency’s packages should I choose?”

This psychological shift in the client’s mind makes a huge difference.

Price is a comparison game. The buyer will always weigh options against each other to figure out which offer is the better value.

By offering choices, the buyer will still be comparing, but now they will be comparing your choices against one another instead of comparing your one price against the price of your competitor.

You are essentially bidding against yourself by making it much harder to make a price comparison. This narrows their choices to A, B, C, D, or E, where three of those of those five choices are offered by you.

Naturally, you’ll close more deals by having more chances at the plate to get to a “yes” answer.

And again, no hard-selling. You’re simply presenting additional options.

Of course, they still may look at your competitor’s prices, but letting them pick from your range of options helps to narrow their focus and forces them to consider you more closely.

How options help increase revenue

The upside of offering a high-priced option is that occasionally someone will pick that bigger package.

Think about how Apple offers three choices of storage when you buy an iPhone.

At the moment, Apple offers 32gb, 128gb, and 256gb of storage.

For many people, 32gb is not enough storage, but 256gb is probably too much. In this case, this forces most people to pick the 128gb, but occasionally someone will want that extra storage.

If Apple only offered 32gb and 128gb, they would never get the extra revenue that comes with offering the top-tier model.

Same goes with your packages. If you don’t offer the high-priced option, you’ll never know if they would have picked it.

Why 3 options is the perfect number

When you price using three options, you take advantage of the Center-Stage Effect. This is the psychological principle where people choose the middle option most often.

Consumers are most often drawn to pick the middle package because they want to avoid making a mistake and the middle option often feels safer. Not too cheap, not too expensive.

It’s why wine purchasers are more likely to pick an option that is mid-tier rather than the top-shelf or two buck chuck.

Knowing this, you can take advantage of this psychological phenomenon by ensuring your middle package provides a ton of value and looks the most attractive. Part of creating that attractiveness is including that high-priced option to contrast it against.

Three choices also help make sure you are not presenting too many options to a prospect— which leads to decision fatigue. It’s like when you’re looking at a menu with 30 different options on it. Making a decision becomes tough and takes much longer. That’s decision fatigue you are feeling.

Or, when you present 25 logo designs to a client. Doing that only complicates things and makes it harder to choose a direction.

But stick to three options, and you’ll be fine.

How to present your options

To help you get started with presenting options to your clients, I’ve put together a special bonus download for you that includes the proposal template I use in my design business. I regularly use this proposal to sell $5K+ proposals and I’ve also included a video walk-through to explain how I set it up. Check it out!

 

Have any thoughts? What are some of your best pricing techniques? Let’s hear it in the comments!

tweet share share pin email

Say Goodbye to Roller Coaster Income

Your income doesn't have to be a guessing game every month. Let 4 thriving solopreneurs show you how in our free guide.

About Ian Vadas

Ian Vadas is a designer and the author of Work With Clients You Love. Get the eBook to learn how to select clients that pay well, treat you with respect and allow you to do your best work.

For tips on getting paid and maximising your freelance revenue, join the FREE email course Pricing For Freelancers.

Leave a Comment

*

Comments

  1. Oops… misspelling in your callout quote!

  2. Sorry to be a nit-picker (I used to be a sub-editor and I’ve never managed to shake it off!) but there’s a typo in this paragraph: “And again, no hard-selling. Your simply presenting additional options.” – “Your” should read “You’re”.

    Great article though. I’ve heard of this approach before but have only so far used a two-option approach. That seems to be working pretty well, but it sounds like I’m missing a trick by not offering a top tier option too!

  3. Thank you for sharing….
    My new years resolution is to get some new clients on board, so I will give it a try!
    Thanks again,
    Mary

  4. Great Article! I never thought of pointing out 3 offers instead of just one. Thank you so much for this!

  5. Thanks Ian! Great advice!

  6. Long ago, I read that supermarkets have this strategy. They have a very expensive champagne bottle on the shelf next to the middle-priced and the expensive ones. This makes more people buy the expensive bottle because they now feel they got a middle price (although in reality they already are buying the expensive one). Even if the very expensive one never gets sold, it fulfills an important role.