IPS, In Person Sales, ICK. I hate the sales word. I really do. I whole heartedly believe we aren’t selling to our clients, we are just providing them with what they want. My clients come to me wanting gorgeous art for their homes, and I help them design one of a kind wall displays….so when it comes down to their image reveal I want to make sure that the process is as simple as possible and that my clients feel good about the decisions they are making.
Here are my tips to make sure your pricing is setting you up for success.
Keep It Simple
People are easily overwhelmed by too many options, and this can lead to what I like to call “analysis paralysis.” This can easily destroy your ordering appointment. Too many options will lead your clients to question exactly what they really want. We don’t have to offer our clients every single option there is, we just have to offer them things we LOVE and that we know are the best.
I recommend having 1 Album or Image Box, 3 Wall Art Options Max, and 1 Gift Print Option.
Anchor Points
Anchor points serve as a way to make things seem “less scary.” On the low end, anchor point serve as a starting point that doesn’t seem as big and scary. On the high end, anchor points serve as a point to make your second from the biggest seem less scary.
I have so many photographers say to me, “I don’t have a 60in on my price list because nobody buys it.” Well sometimes the 60in is just on the price list to make the 40in seem less “scary.”
As consumers we tend to not want to buy the cheapest or the most expensive option, so these low and high end anchor points help consumers feel better about their decision to choose an option in the middle.
Ditch the $$$
The good old dollar sign is scary, and also a little “cheap.” Think about the last fancy restaurant you went to, did they have $$ signs all over their menu?! NO! Often times they don’t even list the price on their menu.
Now I am not saying that you should totally take your prices off of your pricing guide, but you 100% can ditch the $$ sign.
Forget the “comma”
While we are taking about ditching things. Go ahead and get rid of that comma. So instead of $1,295 just use 1295.
Commas go right along with those $$, they tend to be scary for people. Not only that, but we want to keep things simple and aesthetically pleasing so getting rid of any and all distractions like $$ and commas is a great way to do that.
Biggest to Smallest
Arrange your pricing guide from the largest to the smallest, aka most to least expensive. Remember how we mentioned price anchoring? If we see the $5000 40×60 first, then everything we see after that feels better. If we see the $700 11×14 first, then it makes everything we see that is more expensive seem HUGE.