Katie McManus shows why listing session counts and prices confuses buyers. A hypnotherapist with packages of 5, 10, or 20 sessions loses sales when customers do the math on per-session cost. Sell the outcome instead: what clients get at the end, not the hours it takes.
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If you're a small business owner and you have multiple offers, then here are three things that you need to do to make sure that you're not confusing your ideal clients and scaring them away from never buying from you. In the last video, I talked about the first thing that you need to do. Now we're going to cover number two. If you remember nothing else from this video, I want you to remember this one thing. A confused buyer doesn't buy. And one of the easiest ways to confuse people is to make them do math. So I see this most with coaches and people who offer like a package of sessions. So, for example, let's say that you are a hypnotherapist and you sell packages of 5, 10, and 20 sessions. So oftentimes what I see is the business owner will present their packages in this way, where it's five sessions for, say, a thousand dollars or 10 sessions for $1,800 or 20 sessions for $3,300. And I totally understand why a business owner would want to present their pricing in this way, because they want to show that if you spend more, more value. But what ends up happening instead is that the potential client looks at these numbers and starts doing all the math and they try breaking down the per session value of each package. For the select few clients who will sign up with you, who are signing up purely based on price, this will be helpful. But for the vast majority of your ideal clients, this is going to remove them from why they're actually signing up with you to solve a problem or to get to an outcome. Because here's the thing, they don't know how many sessions that they need to solve their problem or to reach that outcome. You do. You're the expert. When you present your pricing and your packages like this, it also gets your potential client to question if it's worth that amount of money per hour. So I always tell my clients, don't sell hours, sell outcomes. Because when you're focused on the problem that your potential client has come to you with and the outcome that they really, really, really want, and what you're selling is a solution to help them go from point A to point Z, that is worth so much more to your potential client than you just breaking down how much your hour is worth. And in the sales call, when you're focused on the outcome that this client would be signing up to get to, it is so much easier to help them get to yes, when you keep them focused on what they want rather than trying to do the math in their head of like what the hour is going to cost them. In the next video, I'm going to be talking about the third thing that you need to do to be able to effectively sell multiple offers. Hi, I'm Katie, your practical business coach and new business owners work with me so that they can leave their corporate 9 to 5 and replace their 6 figure income by doing work that they love that actually helps people like and follow for more.
