In this post I talk about how to justify your service to a prospective client.
I cover off the range of conversations he or she is rehearsing in their head and how you might shape these.
The value I hope you get is more sales or at least a strategy to help a client get better understanding of value over price alone.
So can you please leave me a comment as to how you justify your business to your clients?
Transcript of Video is Here show
Announcer: Balance Business Coaching. More time. More control. More
Anthony: Hi, Anthony here. In this post, I want to talk to you about how
do you justify your services to your client. I want to talk to
you about the conversations that go on in people’s heads, who
they’re talking to, and I really hope that by watching this
video that you’re able to stop competing on price alone and
value becomes part of the conversation, and hopefully that leads
you to win more deals.
So, first of all, in terms of the conversations that go on
inside people’s heads, they’re rehearsing already who they’re
going to justify the purchase to. Are they justifying it to
their wife, their husband? Or are they justifying it to their
peer group, their friends? Or do they have financial backers? Do
they need to have a conversation with their accountant?
Potentially their customers and their employees, and you need to
think about what those conversations are and how you might shape
Look, just to give you an example, for business coaching, I’ve
got a couple here on the board that I’m just going to run
through. Look, the first one might be to your business partner,
if you’re a partnership. And it might be, “Look, we really need
to get the business coach on board because our competition are
using them, and I want to match the competition. I also want to
accelerate our program so that we can get ahead of our
competition, and I think the time is right.” So that’s how I
might justify it to a business partner.
To your life partner, you might be, “Look, I’m working so hard
in the business that I just don’t ever get the time, and I
really think that I’m missing out. I need some help, and I want
to give this a go so that I can re-establish some balance back
in my life and reengage back with the family.”
For the customers, it might be, “Look, we’re constantly looking
for new ideas to bring better service to you. At the moment,
we’re going through a change process to find new ways to deliver
service to you and create better products, and that’s why we’re
engaging a coach.”
To an employee, it might be, “Look, we’re engaging a coach
because we really want to engage you and bring out your best. So
we’re going to have a look at ways that we can use your talents
to the best effect to help the business, and that’s a good thing
for all of us.”
And lastly, the last one there is about yourself. You might want
to justify it to yourself. You might say, “Look, I’ve been
working so hard. I’m always helping everyone else. I think
everyone else gets a far better deal out of the business than I
do. It’s time that I step back and I did something for myself.”
So that might be a justification for yourself.
One last point is about these conversations that go on inside
people’s heads, that they rehearse, none of them are really
about your financial reasons. No one really gives rats about how
you justify, I guess, the price that you offer. Sure, they’ll
think your price is too high, too low, but it’s not a
justification. Like a financial justification might be, “Oh
look, for business coaching it’s $350 an hour. Oh that’s so
expensive.” But in reality, there’s an hour before, there’s two
hours in the session, there’s about an hour’s worth of work
afterwards. So it actually works out to less than $100 an hour.
But no one cares. It doesn’t matter. That’s not the conversation
that goes on inside someone’s head, and it isn’t part of the
conversation that goes on with all the peers that people
So you might want to think about how you stop, if you’re always
just giving financial justifications, you’ve got to consider the
I hope that’s been of some help, and it gives you something to
think about. Could you please leave me a comment down below and
let me know what justifications you’ve used for your services.
Thanks very much. I’ll talk to you soon.
Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899 or email
By Anthony Idle © 2012