You’ve seen the light and made the decision to stop charging or billing by the hour, session or month and instead, switch to value-based pricing for packages and programs. Congratulations!
But now you realize you’ve trained your clients to work with you in a certain way. You have inadvertently conditioned them to place value on your time instead of benefits and results.
So how do you transition your clients and yourself from the old way to your new value-based programs and services without losing a bunch of clients in the process? And how can you do it in a way that actually attracts more clients to you?
To undo the old conditioning, you need to take a multi-faceted approach.
The key is to start imprinting your new way of doing business everywhere. Here are 6 places to start:
Remove all pricing for services (products are okay). The reason is you don’t want people making a decision based on price or amount of time. A conversation with you is where they will see and understand the true value of working with you. Instead of showing pricing, start highlighting your new programs/packages. (Tip – Awesome program titles make a big difference!)
Another reason for removing prices is that it gives you the freedom to increase your fees at any time without retraining your clients again.
Make sure all new clients come into your new programs! To them your previous way of doing business doesn’t even exist, so you’ll be setting them and yourself up for success right off the bat.
Your Marketing Materials
Get rid of any flyers, brochures, mailers or anything else with prices listed on it. Make your new materials highlight your exciting new programs or packages and of course leave the prices off.
Your Newsletter and Blog Posts
Start hinting at upcoming changes in your articles and ezine content. Seeding that positive changes are coming their way will build anticipation and make your transition smooth.
Your Referral Sources and Power Partners
You’ll need to educate them on your new way of doing business, too, so they can promote you with confidence.
Transition Plan for Existing Clients
While you are doing those steps, set a time frame for transitioning your existing clients into your new programs (I have a done-for-you script for doing this elegantly that I’ll be sharing at my upcoming Irresistible Pricing Secrets Live Workshop.) I recommend having a one-on-one conversation with each client so they feel completely taken care of and on board in the process.
A small number of clients may go away in the transition, but you will find that the ones who go away tend to be your highest maintenance clients that aren’t a perfect fit for you anyway. And with your new value-based offers that are positioned and priced to reflect your true value, you’ll easily make up any revenue and so much more.
If you follow these steps, your transition from hourly services to packages will be as smooth as butter and you’ll get to make the income you are truly worth. I promise.