James Dalman is a designer who sells on value. He also leads HappyJoe.org, a non-profit to help veterans get jobs in the technical workplace after returning from service.
What is the most important thing you can share about pricing?
- Pricing is about selling the value.
- Value is not determined by what the salesperson believes; it is what the customer perceives it is.
- To sell value, a good salesperson uncovers the benefits the customer is looking for and the emotions behind it – and reiterates it to the customer.
- Uncover the tangible vs. intangible value (real vs. perceived).
- A brand is how you want to be perceived by your customers.
- A great brand will allow you to charge a premium price for a mediocre product.
Why is it so hard for freelancers to price on value?
- They don't believe in themselves.
- Once the confidence is there, your customers will believe the value is there.
- Designer vs. developer: A designer doesn't necessarily code. A developer doesn't necessarily design. It is rare to find both in the same person, but there is value in both.
- The designer/developer needs to know their strengths and identify themselves accordingly.
- “Tell me your story” is James' favorite question to begin the value discussion.
- Duct Tape Selling by John Jantsch has 12 questions to start the value conversation.
What is your opinion of pricing in the WordPress space?
- They price like they are living in their parent's basement without a care in the world.
- Increase prices, lose problem customers, and make more money.