This works for any big ticket item you are selling one-on-one. For example, maybe you sell SEO services to brick and mortar business. Or perhaps you sell coaching over the phone to people who got a free 20 minute session with you.
This works in print as well, but it works even better when you’re actually talking to the person.
Let’s say you sell list building systems to local businesses. You’ve sat down with them, explained exactly what you can do for them and they’re excited. “How much do you charge?” they want to know.
Let’s say you charge $1,000 a month for the service. Tell them you normally charge $2,000, and explain why your service is a tremendous deal at that price. Then tell them that if they will allow you to use them as a case study, you will knock that price in half.
Here’s the beauty of this system:
First, you’ve already primed them for a higher price, so when you offer the lower price, they’re actually relieved and much more likely to say yes.
Second, in the back of their mind they’re thinking, “If s/he is using my business as a case study, that means s/he’s going to work extra hard to get good results.” Which makes perfect sense, because you wouldn’t want a case study that failed.
Third, you can use these case studies to bring in new clients. For example, let’s say you performed a service for a plumber. Now you can contact plumbers in other cities and show them the exact results you achieved in that first plumbing business. When they see these specific results, they are much more likely to sign on.
The same goes for any other service you provide to local businesses, professionals, coaching clients, etc.
Show them your ‘regular’ price, then offer the option of getting a reduced price in exchange for allowing you to use them as a case study.
One caveat: In the case of personal coaching (versus business coaching) you might want to change their name in your case study to protect your client’s privacy.