A lot of people wonder how they should price their products or services. 

In today's issue I want to go a step further and focus not on "how to price, but on how to "present your price" to your leads. This will help close more deals and bring an overall improvement to your conversion rates.

If you want some help on how to price your services as a beginner, I'd check out this pricing video so you can calculate an initial price point.

For starters, the number one goal before sharing your price to customers is to establish a value for your service that is higher than what you're asking. It's all about the perception of value.

There's 3 great ways to present your price so the value proposition is clear to prospects.

1 | Compare your price to a similar service or product that has a much higher price

Imagine you're the owner of a small content marketing agency and you need to begin outsourcing some of your written articles. 

You start looking around at the pricing for freelance writers, and the average rate is $500 per article.

Then an owner of an AI generated blog writing platform swoops in, sends you a DM and says:

"Freelance writers are expensive, charging about $500 per post. You can generate high quality SEO optimized articles for $10 each using our platform. Something you're interested in?"

You're definitely interested, yea?

But you wouldn't have been as interested if you hadn't already been pre-exposed to a more expensive option.

So as someone selling a service, you need to provide that pre-exposure to your leads.

Tell them the more expensive alternative before showcasing your own price.

2 | Total the cash value of all included components of your offer

This one is relatively simple but makes a huge difference in conversion rates, especially on landing pages.

Instead of listing everything a buyer would receive and giving them only the final pricing, state or showcase the cash value of everything they'll receive (and make this total MORE than the final price).

Here's an example from the CopyHour landing page, a copywriting course:

Take note that this ONE bonus is almost worth the entirety of the final price you'd pay.

If you factor in this bonus, the other bonuses, and the "meat" of the course itself, they're positioning this as an incredibly valuable product. Despite the fact that $497 is quite expensive for a digital course.

3 | A Self-Liquidating Bonus

This one is similar to totaling the cash value of all included components, but is better for service offerings.

The self-liquidating bonus is a surprise bonus offer you give someone during your closing process. 

For example, you have a contract in place for a $6,000 project that takes 3 months to complete. 

Then randomly, right before you close, you mention: "by the way, this includes bi-weekly consulting calls with me on top of the service. I would normally charge $6,000 for this amount of calls but it's included with this.

Now the service itself—the very thing they are paying for—is essentially "free."

Use these techniques in your sales process, in your emails, and on your website moving forward.

You'll start enjoying better close rates and will improve your sales closing techniques.

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