Going for Growth in 2019 – Let’s go back to school with a bang
The main point of being an independent trainer, coach or mediator is to take more control of your life. And, charging enough to allow you some free time is a critical part of this. Whether you want to be a super high earner, blend free time with work in a more healthy way, or, set up a pro bono surgery, getting to a place where you can comfortably charge more is important.
In this post we explore 7 ways to support you charging a premium price or, even, a SUPER premium price.
And, at the end we talk about an opportunity to meet up at an event in Malaga too.
- Identity – This may sound simple but, every year, I meet many who have not completed their identity build with clarity or sufficient power to confidently charge more. Essentially you must project yourself as just one thing – An expert – deeply experienced and knowledgeable on one subject. Quite frankly, you need to be perceived as the leader in your field. Here lies the secret to charging a super premium price. Do you have a model, a special technique? Do you have unique content, a better methodology? Does your way work best? Take some time to work on these elements and your invoices will grow to a freeing level before next summer.
- Brand – What is a brand? There are 1000 answers. For the here and now, it is an increase in heart rate for the viewer, accessing your marketing material and content. They must get excited watching you in your YouTube video. They must connect their dreams to the outcomes you describe. It is necessary to eliminate the gaps in your brand story and present a joined up journey for your chosen tribe. BTW – Not everybody can do this for themselves.
- Super Copy Writing. Killer Text Is Key. When you write well for others, they will think well of you. When you structure your communications using the Super Copy Formula, they will come knocking on your door.
Price is a function of supply and demand.
If your offer is oversubscribed, your offering can support a super premium price. Of course – getting from regular work volumes to positive busy-ness (50 days at a 100 cash units rather than 100 days at 50 cash units) requires a specific and proscribed process, much of which relies not on what you write but how and in what order you present it. When you follow the Super Copy Formula for your written texts, the extra cash will become available to you.
- Great Content. You need to rearrange your content to be telepathic, sympatico and aligned with your perfect customer, what they want, when they want it. And, deliver it in the way that works for them. Too quick, too soon or too simple / complex and they will give up on you and start moaning. Leading your best students through to completion and success – that is only possible with great content and great process. The best content is pitched right, transfers knowledge effectively and is fully absorbed to be available and applicable by the student.
- Products Product Products. Regular readers will know, I am obsessed with turning your experiences into assets to earn you attention, brand brownie points, engagement, sales, income and advocacy. When you have a film, audio or text product, you take your level and your charge rate UP. It really is that elegant. And, creating products comfortably, cheaply and quickly is, today, a piece of cake.
- Building Your Tribe – I spoke to a young coach of coaches recently and she spoke about going wide to make sure you have something for everybody and can thus earn money. WRONG. To start with at least, it is all about the one thing, delivered with care, to the one audience. Finding your avatar, ideal market segment and small customer niche is essential if you desire to charge a premium price. If you are all things to all men, you will be COMMODITISED and that means your customers will expect you to be near, convenient, quick and CHEAP. Yuk. When you cater solely for your niche, you take back control, become a healthy equal partner with your client, and, you will be allowed to negotiate for a convenient time, a better rate and a greater level of respect and engagement. Super premium rates are not about greed. They are about getting you the respect your experience deserves.
- Give More – When you crank up your prices, unsurprisingly, your customers will expect more. Give it to them. Guarantee all your work. Add extra value to your offering. Listen to them and adapt. Tailor your service so that it works for them. Go the extra mile / kilometre. Value is a function of Benefit over Cost. V= B/C. When you understand that you will be keen to double the customer benefit and therefore double your price – Pragmatism.
As we think with some dread about “going back to school”, and, before we become swallowed up with low quality urgency, there exists, now, a brief moment to reflect on your next year and ask, “Am I providing the best service I can, to the most interesting people out there?” “Am I being paid what I am worth for my experience, charisma and ability?” And, if not, “What am I going to change?”
If you are currently being paid a super premium price for doing what you love, I need to ask you a favour. Please share your wisdom and experience with someone younger, so that they can reach your level with a little less experimentation.
If you are contemplating the end of summer with horror, and, are still swapping time for average money (most people are), then do read our other ITC posts for Independent trainers, coaches and mediators. They will help you build your business, charge what you are worth, work in a way that suits you and connect the best of you to the best people out there.
And one more thing – Malaga,
If you are going to the SIETAR Spain Congress in Malaga in September 2018 and wish to join one of our Intercultural Training Channel, Going for Growth Bootcamp Days, do get in touch with me directly. Do E Mail, Matthew Hill at firstname.lastname@example.org and we can set up a short telephone conversation in a week or so.
Thanks. Finally. Please like and share if you have taken value from this post.