This is the last lesson in the Offer Optimization section of this program, and I bet that some of you jumped right here to find out how you should price your offer. If that’s you, that’s totally fine! Watch this lesson, then go back to the other lessons in the Offer Optimization section and watch them in order.

Pricing. This is such a hot-button topic for coaches, isn’t it?

Everyone wants to know how much they should charge, but no one really wants to get their prices out there publicly. Personally, I’m a fan of shouting your prices from the rooftops. If your price is in alignment with the result your client gets from working with you, your price will almost never be an issue!

But how do you know what type of value your client places on the result? Our good friend Market Research comes back here to help us out. This section will guide you through some questions and prompts for getting clear on three things:

The value you intuitively know you should be charging for your offer, based on your capacity and experience delivering the result you promise.
The value of other programs like yours.
The value your Dream Client places on the result you deliver.

Before we get into the questions, let’s talk through a couple of common mistakes people make with pricing.

First is undercharging. Undercharging will not help you sell your Optimized Offer. People who are ready to buy because they truly want a solution to their problem are less price-sensitive than the general person. If they value an offer at $X and your offer is half of that, you risk turning them off because they’ll wonder if your offer will truly deliver that value you say that it will!

Your Right Fit Dream Client will buy based on how confident she is that your offer will help her get her desired Result or Transformation, not on how cheap your offer is. So, please don’t undercharge!

The second is charging based solely on what someone else said you should charge. There will always be someone who thinks you should be charging more or less. But you need to be in complete alignment with the pricing you decide on so that you can confidently sell your offer.

I’ve had far too many clients come to me who were charging $5k or $10k for a 3-month offer because a different coach told them they could get that much for the offer, but they felt so out of alignment with that price that they avoided marketing & selling.

I’ve also had clients come to me who have charged far less than what an offer was worth because a prospective client or someone in their audience told them their offer was too expensive, and so they’re struggling to sell because they again don’t feel in alignment with their price. They know they’re going to feel resentful of clients who come in at the lowball price, and so rather than risk that resentment, they don’t sell at all!

So, we need to find the sweet spot where all these pieces are in alignment!

I want you to start by doing some journaling on what you want to charge right now. Then, take some time to truly consider if that price is sustainable for you: How many clients can you serve at one time, and does that price point allow you to serve the amount of clients it will take to make your business goals?

If you’re undercharging, you risk taking on too many clients and burning out. If you overcharge, you might feel like you have to over-deliver to compensate. Over-delivering can look like adding in extra sessions, letting clients overstep your boundaries, or feeling like it’s YOUR responsibility to get the result for your client! (remember, no kitchen sink offers, and also no over-delivering!)

Next I want you to be really honest about what price point aligns with your current level of skill or experience. Someone with 5 years of experience might be able to charge more for a program that’s similar to yours that you’ve never run before!

It’s totally OK to offer your program the first few times at a deeply discounted rate, or even for free, to get some experience with guiding clients to the solution.

If you join the Firm Foundations program, we can decide on the correct path forward for you, but in general, I have my clients offer a program to a few key people in their audience, at a discounted rate with the expectation of a testimonial in return. It’s amazing how having taken those first few people into your program can boost your confidence in charging what it’s really worth later on!

Once you’ve worked through those questions, I’d like you to do some market research to answer the next few questions. Search for programs like yours and see what else is out there. Drop into some of your Social Listening channels and ask some questions on what others are paying or charging, or on the value your Dream Client places on the transformation.

Then, take all the information you’ve gathered in this section, and use it to decide on the price you want to charge for your offer right now. Know that you can change your price up or down at any point in time. In fact, what I often recommend is starting at the lower end of what you want to charge and raising the price gradually every 5 or so clients. This gets you to the price you truly want to charge in a way that often feels more aligned than simply diving right in!

Once you’ve decided on your price point, I’d like you to drop into the Un-Ignorable Facebook group with a post telling us some of the specifics of your offer, including the price! Tell us what result we’ll get from working with you, the price, and the specifics from Part 3 above, like the container, the format, and the support we’ll receive.

Then I’ll see you in Messaging Mastery!

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That’s it for the Offer Optimization section of this program, it’s time for you to submit your workbook to me! If you haven’t already, add me as an editor using the email address kelly@kellyvanhoveln.com and drop me a quick note in a FB DM or email letting me know that you’re ready for my feedback on the Offer Optimization section of the workbook.

Please give me 72 hours to dig into your workbook and leave some comments. In the meantime, you’re welcome to continue on with the Messaging Mastery section!

The Elephant in the Room

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Welcome to Master Your Messaging

Audience Alignment

Offer Optimization

Messaging Mastery

Content that Converts