You may have seen a video doing the rounds over the last few years to explain positioning, where someone takes a pen & places it in a pot with 15 others exactly like it with 99p attached to it (positioning a low-end offering) then taking that same pen & placing it into a smart looking box & placing it into a glass display case (positioning a high-end offering).
Whilst I specialize in helping business owners to position themselves as the BEST option in the market & that, in turn, enables them to charge more for their services, that doesn’t just come from a decision to raise their prices.
The problem with the pen example is that we are taking the SAME pen & charging more for it. And for most of us who work with integrity, this just doesn’t feel good!
BUT what we’re failing to realise is, is that we’re viewing ourselves as a crappy pen when we’re not! We ARE a high-end offering but we’re choosing to place ourselves in the 99p pot. In order to successfully charge higher prices, we have to OWN our value & that comes from SEEING our own value.
A great way to shift your mindset on this is to look at the evidence of what you bring to the table. But our value can’t help EVERYONE which means that it is not actually valued at all by the wrong people. Which is why focusing your attention on the right people who would take the most value from your offering is the ONLY way you’ll be able to truly see the value of what you have to offer.
Pet services to someone without a pet is useless! But a Dog Behaviourist who specialises in destructive habits to a dog owner who has a dog who is chewing up the furniture would be truly valuable and results in you not only being able to see and own your value but enables you to communicate it in a way that enables the right person to see how you can help them and feel happy to pay your chosen price point.
If you need help with specialising and owning your value then join my Desirability Factor Weekend where you’ll niche, specialise, understand who you help, perfect your pitch and translate your rebrand into hard-hitting content so you can become the most desirable option in the marketplace, on the 12th & 13th May – check out the details here… www.jen-hall.com/dfactorweekend