Noticed a few businesses in high-touch sales lately use this huge sales mistake in their business.
Ok, I’ll go into a brief story about how I came across this tactic.
I read a load of books on business strategy and acquiring more clients. The clients I want are generally ones who want to pay me a sack load of money to make a lightweight, focussed design able to convert customers quickly.
Now I hit a patch where I was stacked with work, though my margins were thin. And effectively rendering me drained, unexcited by what I was doing.
This lead me to Tim Williams and Ron Bakers books on agencies and professional pricing. I learnt how to price on what a customer ‘feels’ the value of a job might be.
How a customer ‘feels’ about a price is how they should be priced. When you get on a plane and you book it within 3 hours you pay a much higher premium.
Now how can I design the look of these numbers to make a customer feel?
When you want a number to seem small, use ‘k’. When you want them to seem high right out the full number.
While a competitor might want to charge you ‘$27,000’ we’re confident we can come in at $25k.
$25k = looks like a much cheaper number.
$27,000 = looks a lot more expensive.
Now get on with it and make deals with this behavioural tactic in mind.