You’ve probably seen it happen before. Heck, you’ve probably experienced it before. You’re excited for a product or service…and then you see the price.
The face-screaming-in-fear emoji sums it up best: 😱
But, as you’ve also likely seen and experienced, it’s only a matter of time before you get back to your new normal set point state.
By and large, that’s how humans work. When we encounter a change or a shock or even just new information, we eventually acclimate to the new set of circumstances.
And that’s a principle you need to use when selling your offer.
Introduce Price to Customers
Have you ever been on a webinar where they make an offer and people have to then make a purchase before the call ends? You probably have.
It’s a real tough push—make your decision in 15 minutes or miss out. Eek!
Yes, it has a deadline, creating urgency. Yes, there’s the excitement from the webinar and the transformation that’s possible. And, yes, that can work to some degree.
But what works so much better is to strike a balance between urgency, excitement, and acclimation.
You set a deadline, and you use that excitement and motivation. But you also give people just enough time to acclimate themselves to you offer’s price and the idea of a purchase.
What’s typically missing in those webinars is any time for acclimation.
Giving Just Enough Time for Acclimation
For many of us business owners, the first time we made a $2,000 or $3,000 course or services purchase, it was terrifying. Paying that much for something was completely out of our frame of reference. But now, a course that’s a couple thousand bucks is practically a bargain!
We’ve gotten acclimated to that level of purchase (and beyond!). And we understand that a savvy investment can pay for itself many, many times over.
You need to allow your target audience to get acclimated to the price of your offer and to the idea of purchasing, too.
The first time that they hear $997 (or whatever your offer’s price), it may surprise or even shock them. That’s why we support the price with:
- All of the value that price entails,
- All of the benefits that will come of it, and
- A little time to sit with the number and get comfortable.
There are several methods you can employ to support this (learn more about that in the Circuit Sales System), but a big piece of it is simply giving your prospective customers a little bit of time to come around.
With this context and time, they will acclimate to your price and be able to take action when the deadline comes.
Finding the Acclimation Sweet Spot
If acclimation is so great, then why don’t we give them tons of time? Why not make the deadline 30 days out and give them a month to decide?
After a long period of time, like a month or even several weeks, their excitement and motivation for seeing that transformation has drastically declined.
We’re looking to hit that sweet spot of excitement, FOMO (fear of missing out), and acclimation—and that’s exactly what you’ll do in the Circuit Sales System, many times over.
How do you introduce price to customers? Share your best tips in the comments!