Value pricing example from reader Anthony English

Sent by Jonathan Stark on September 13th, 2019

Long-time reader Anthony English sent in an excellent example of value pricing from a recent sales interview (shared with permission):

Hey JS, I just spoke to a prospect about some coaching. I told her: “I’m not going to charge you $4000 a month for this, but I want you to think of a number that you’re a little uncomfortable with.” I could see the wheels turning in her head. “Have you thought of a number?” She (nervous, but clear): “Yes. I’ve thought of a number.” Me: “That’s what I’m going to charge you.” She then said: “Do you want to know the number?” She told me the number. I was happy. More importantly, so was she. Anthony

Here’s what stands out to me from this example:

Great example! Thanks for sharing, AE :-)

Yours,

—J