November 30, 2024

Value Pricing vs Gut Instinct

Is it possible to set a value price on a project for a client who doesn’t measure anything specific, but instead makes decisions based solely on gut instinct?

Yep.

Your prospect’s “gut instinct” is almost certainly based on some sensory input - i.e., they saw, heard, read, watched, or otherwise observed SOMETHING that caused “their gut” to tell them “things are not okay”.

In a case like this, your job in the sales interview is to uncover some change that you can help deliver that would make the client’s gut tell them “things are good now”.

This probably sounds tricky - and sometimes it is - but it could be as simple as asking:

“What would have to happen to make you feel like the problem has been solved?”

Or:

“How would you know that you wasted your money hiring me?”

Or:

“How will you know if/when I hit a home run for you?”

Or:

“What would cause you to request a refund from me?”

Pursue this line of questioning long enough and eventually you’ll get a sense of what the engagement is worth to them.

Yours,

—J

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