When you have a price conversation with a client, the better you are at communicating your value, the more business you will convert at higher prices.
Recently one of my students asked how to create a pricing brochure for bookkeeping services, so I’m going to share with you how to do that.
Having a professional looking brochure shows that you are professional, you are the expert, you are experienced and have clearly done this before.
When people see you as the expert, they are more likely to want to buy from you because they want to work with the best, and they will be willing to pay a higher price for the privilege of working with the best.
Packaging is extremely important as it gives a certain impression about your service or product.
Apple spend a lot of money and resources on their packaging – it’s well designed, really sleek, clean and white, it’s beautiful packaging. That influences your perception of the quality of the product inside.
Your brochure does the same thing for your services.
A beautiful, professional, well designed brochure gives the impression that your service is high quality.
When we perceive a higher quality, we expect to pay a higher price.
In a meeting with your client, you can use your brochure as your aide memoire and your script.
It gives structure to your meeting, it reminds you what to say and it helps you to communicate your value in the most efficient way.
There are 7 components you need to include in your brochure:
The word ‘bookkeeping’ has a low perception of value. So, come up with a better name that describes the big benefit of your solution and think carefully about the title of your brochure.
People are more motivated by the avoidance of pain than the attainment of gain. Your brochure should focus on the pains of bookkeeping and remind the client of the problems that could occur when they try to do the bookkeeping themselves.
Explain what life will look like for the client once you have taken over the bookkeeping and got everything under control. How will that affect their lives? What is the big benefit of your solution?
If you build up your value really well the client may be eager to buy and ask what the price is. You should not discuss the price until the very end of your meeting, after you have built up all the value. You should have some wording in your brochure that helps you to explain why you can’t discuss the price just yet.
Every client is different and values things differently. You should have several levels of service that you can offer (a bronze, silver and gold). Go through these different packages in your brochure – you might include a table with ticks and crosses that visually demonstrates what is included at each level. You can go through each package with the client and help them to decide which options suit them and their business the best.
People don’t buy features, they buy benefits. You need to let the client know what work you are doing for them, but you also need to point out how that work benefits them. You might be saving them time, saving money, easing their stress – explain that to them in detail so they understand the value.
At the end of your brochure, you should list the other services that compliment your bookkeeping service that may be of interest to your clients. You might mention your payroll solution, your cloud accounting set up or your clean up work services.
If you have found this useful and would like to learn more about value pricing, I run a free live training session every month with a different topic chosen by you. You can attend live and ask me questions which I will answer in the session. Click here to register and I will send you an invitation to the next session.
And if you would like to join a community of like-minded accounting professionals learning to price more effectively and confidently, you can join my Facebook Support Group here.
Wishing you every success on your pricing journey.
Chartered Accountant, Public Speaker and Author of Amazon No.1 Best Seller, “Effective Pricing for Accountants”
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