This is an excerpt from Jim Connolly’s marketing blog:
“Here’s how to succeed without focusing primarily on the money
Consider for a moment the businesses out there, who struggle. They set financial targets and then push average products and average services to average clients who pay them average prices. These business owners then think people just won’t pay higher fees. This is factually 100% incorrect! People won’t pay above average fees for an average, commodity service.They happily pay above average fees and prices for premium, high value products and services.
Now consider the businesses who earn a fortune and succeed. They offer products or services, which are meaningfully different. Their products and services attract the attention of people looking for that special value.
They end up selling valuable products and valuable services to valuable clients, who pay them extremely well.”
Do you see where we fit into this model? By offering cat centered grooming which involves a higher level of skill & a greater investment in time than the restraint using groomer, we are providing a service of much greater value.
You can charge much higher prices & you should, though it is unsettling to leave the security zone of average pricing. Your clients must be educated as to your methods & should be encouraged to watch you work so they fully understand. The average person has no idea what is involved with cat grooming, let alone holistic cat grooming & why it’s higher priced.
If you’re selling a life enriching product or service such as holistic cat grooming, you must explain & educate about the differences. There’s a difference between a box of Mac n’ Cheese & homemade Mac & Cheese with organic ingredients. Both fill you up but one adds toxins to your body while the other nourishes.
~ Sheryl
