How There’s A Client for Every Price – If You Understand Your Client’s Needs
Raising prices or charging the right price in the first place is something a lot of female entrepreneurs struggle with. Pricing has a lot to do with self-worth, self-confidence and self-belief.
It’s my goal to help my clients believe in themselves and in what they sell. But when I tell them that there’s a client for every price, they often give me a strange look.
They don’t believe me.
Three Curling Irons in Four Years
Something happened recently that illustrates perfectly how there’s always a client out there who is willing to pay your price.
I was scrolling through my Facebook feed when I noticed an ad from Dyson. I don’t own any Dyson products, but I know the brand mainly for its vacuum cleaners. So I was surprised to see that the ad wasn’t for a vacuum cleaner. It was for a curling iron.
I’m not someone who generally invests a lot in beauty and hair products, but since I started making videos and want to look more polished, I prefer to keep my hair curly. I have natural curls but during the day they tend to get weighed down.
That’s why I bought my first curling iron for $30 in the US. It made a lot of noise and I realized it was probably burning my hair. I didn’t feel comfortable using it anymore and asked friends for advice. They recommended a curling iron for $100 which I ordered online. It made less noise, but heated up to 350 degrees, which I didn’t feel was healthy for my hair. Then my hairdresser in Iceland told me about the professional curling iron he used, which I bought for $200
So there I was, having bought three curling irons in four years. I always thought that $200 was probably the upper limit for curling irons, because that’s what professional hairdressers use.
Coming back to the Dyson ad, I was intrigued. I wasn’t in the market for a curling iron, I already had three and definitely didn’t need any more in my life. But I was still curious about how Dyson marketed this product. Reading the comments on the ad, I saw that a lot of people were complaining about the high price. What intrigued me even more though was that there were a lot of other people who were raving about the curling iron.
Worth the Price
One specific detail really got my attention. I wash my hair every day. In order to use a curling iron, I have to dry my hair first. And what did the ad say? “To use with wet hair.”
That’s how you find your ideal client. You get specific about their frustration and give them a solution. My frustration – and probably many other people’s frustration – is that it takes a lot of time to do your hair and makeup. When I saw that I could use this curling iron on wet hair, I was hooked.
I clicked on the button to visit the website and check out the price. Interestingly, the price wasn’t the first thing I saw. They asked me a series of questions about the length and thickness of my hair. It was a simple four step process that was meant to build up trust. After answering the questions, I was taken to the page with the curling iron they suggested for my hair. The price was $599.
My first thought was that it was expensive. My second thought was that I could actually use this curling iron with wet hair. And they only used a temperature of 150 degrees. Nobody should be ruining their hair, drying and curling it every day. Dyson had developed a technology that treats the hair much more gently than other hair products.
I thought: “It’s a gadget that doesn’t ruin my hair, plus I can use it on wet hair. It’s probably worth $600.”
Charge What You Are Worth
I didn’t immediately decide to buy it. When I started getting retargeting ads, I finally bought the curling iron.
Why am I sharing this story?
I’m not trying to promote Dyson or to get you to buy a curling iron. I’m sharing it to show you that there is a client for every price, if you understand the needs of your ideal client.
In my case, of course it helped that Dyson is a known brand. An unknown brand would probably have had to retarget me a bit longer, but I probably would still have bought the product.
The next time you don’t dare to raise your own prices or really charge what you’re worth, remember that there is a client for every price.
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