Voy a contarte la historia de mi amiga Casey. Ella es un coach de vida que ha creado una gran marca personal y reputación alrededor de su práctica, ayudando a muchas personas a descubrirse a sí mismas y a establecer metas personales y profesionales.
En pocas palabras, Casey era una mujer muy ocupada, al punto en el que solo tenía tiempo para su trabajo. Un día recibí una llamada de ella, donde me decía que se sentía muy estresada, que no sabía qué hacer con tanto trabajo.
¡Tal vez te puedas identificar!
La buena noticia es que la solución a su problema era obvia. Lo único que tenía que hacer es elevar sus precios.
SABES QUE ES MOMENTO DE ELEVAR TUS PRECIOS CUANDO:
- Tienes mucho trabajo o tienes una lista de espera.
- No tienes tiempo para ti o las cosas que te apasionan.
- Más de 75% de tus prospectos te contrataron o compraron tu producto. Si tienes un porcentaje de conversion tan alto significa que es tiempo de incrementar tus precios.
Cuando le pregunte a Casey si alguno de estos indicadores sonaban familiares en su negocio, su respuesta fue ¡SI, SI, Y SI!
A pesar de que para mí era obvio que Casey tenía que incrementar sus precios, ella manifestó su inquietud con la idea. Me explicó que muchos de sus clientes no pueden darse el lujo de pagar más por sus servicios y si llegara a incrementar sus precios estaría cobrando más que sus competidores.
Este es probablemente uno de los temores más comunes que veo en muchas de las personas con las que trabajo. Créeme, lo entiendo. El miedo a perder clientes y que tu ingreso económico disminuya no es algo atractivo y puede que suene ilógico.
Cuando yo inicie mi práctica como consultor, tuve una experiencia similar. Al principio cobraba $125/por hora, hubo un momento en el que no tenía tiempo para nada. Llegué a tener hasta 30 clientes.
Siempre terminaba mi día agotado. Me di cuenta de que poco a poco empezaba a desarrollar resentimiento. No a mis clientes, pero si a mi situación. Recuerdo que me decía a mi mismo “Yo no debería de tener que trabajar tan duro.”
Descubrí que el precio de mis servicios estaba por debajo del valor y el contenido que estaba proporcionando a mis clientes, algo que escuchamos a menudo. El precio de tus servicios o productos tienen que ser un reflejo del estilo de negocio que quieres construir.
Tus precios tienen que ser un reflejo del estilo de negocio que quieres construir.
Por ejemplo: Si tienes la oportunidad de trabajar con dos expertas en marketing, Sandra y Karen. Sandra te cobra $125 dólares por su asesoría en marketing, y Karen te cobra $450 por el mismo servicio, suponiendo que el dinero no es un problema para ti, basándote solo en los precios, ¿quién crees que pueda aportar más valor, alguien que cobra $125 por su trabajo o $450?
En el caso de Casey, ella ama lo que hace, el poder interactuar y guiar a otras personas es lo que le apasiona. En un escenario perfecto a ella le gustaría tener de 5 a 8 clientes al mes, y no 20 o 30.
Así que le explique lo siguiente. “Ambos sabemos que no deseas tener más de 20 clientes a la vez, el ADN del servicio que proporcionas a tus clientes no está diseñado para ser basado en cantidad, pero si en calidad. Para que puedas proveer una experiencia única y transformadora a tus clientes, tienes que dedicarles más tiempo de calidad y hacer que el valor de tus servicios se refleje en el precio.”
Le tomó tiempo a Casey entender este nuevo enfoque en su negocio, pero cuando por fin decidió incrementar sus precios, su negocio cambió completamente.
En resumen, Casey terminó triplicando sus precios. Lo único que hizo fue enviar un email a todos sus clientes hablándoles sobre la nueva noticia. Donde solo iba a tener 8 clientes al mes en lugar de 20.
Como resultado, Casey redujo su flujo de trabajo a más de la mitad, e incremento sus ganancias anuales por $50,000 dólares.
ENTONCES ¿CÓMO DETERMINAS TUS PRECIOS?
PASO #1: Obtén una idea de los precios en el mercado. Observa cuanto está cobrando tu competencia por servicios similares y que es lo que tienen en común todos tus competidores.
PASO #2: Identifica que es lo que te diferencia de todos ellos, y ajusta tus precios.
PASO #3: Multiplica ese precio por dos y durante la próxima semana repite ese número una y otra vez. Si tu precio es $300 (es solo un ejemplo), durante una semana repite una y otra vez “cobro $600 por mis servicios”
¡Al final de la semana, el poder decir que cobras $300 por tus servicios fluirá de una manera más natural y orgánica, y como te habías acostumbrado a decir $600 por toda una semana, cuando digas $300 sonará muy barato!
PASO #4: Observa como reacciona la gente a tus precios. Presenta tu propuesta a tu audiencia y analiza el nivel de interés que genere. Recuerda, tus precios no están escritos en una piedra. Siempre puedes cambiar y ajustar tus precios en un abrir y cerrar de ojos.
Ahora es tiempo de que pongas esta información en acción. Esta semana haz una evaluación de tus precios. Sigue estos 4 pasos y determina si la gente está pagando de una manera adecuada por tus servicios/productos.
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