H O W TO S E L L + P R I C E T H E R I G H T

WAY

SLIDE

A new lead comes along…

“You design websites, right? Here’s what I’m looking for…”

SLIDE

You listen to what they want.

You ask them a few questions. You might meet for coffee, and then exchange a phone

calls & emails.

SLIDE

You put together the perfect proposal.

SLIDE

And then you wait…

(and wait. and wait. and sometimes wait even more.)

SLIDE

“Hey… I have a few questions. Can we talk?”

(A few more hours might get sunk into the sale.)

SLIDE

The outcome is binary: You either win the project, or you

don’t.

•1h: Initial meeting with new lead.

•30m: Followup phone call meeting.

•1.5h: Project scoping meeting at our office.

•2h: Write proposal

•30m: Followup meeting a few days later

Here’s the problem…

5 . 5 H O U R S I N V E S T E D .

N O G U A R A N T E E .

O N AV E R A G E , 1 I N 3 L E A D S B E C O M E

C L I E N T S .

1 6 . 5 H O U R S

0

175

350

525

700

2006 2007 2008 2009 2010 2011 2012 2013 2014

SOMETHING HAPPENED HERE…

SLIDE

What changed?

I stopped selling myself and my team as a commodity.

• Listen. What is the project, and what does the client think should be done? (Your

competitors do this)

• Identify the trigger. What event, or series of events, brought this project to life?

• Highlight the problem. What problem lied at the bottom of this trigger?

• How painful is the problem? What effect does this problem have on the

business?

• What’s the cost? What impact has this had on the client’s business

• What should tomorrow look? If this problem went away, what would tomorrow

look like?

Step 1: “Socratically” get to the root of the problem.

• Start by identifying the client’s revenue model, and work backward to find out

how you’re able to make a difference

• What’s the average value or impact of what you can control? (leads, sales, opt-ins,

workflow overhead, etc)

• Figure out how you can optimize that, and use back-of-the-napkin math to figure

out what that means for the business

Step 2: Identify the project’s Financial Upside.

• When you ultimately present your price, it should be the cost to go from here (the

“today” they told you about) to there (the “tomorrow”) • This price won’t exist in a vacuum. It’ll be pegged to the financial upside we’ve

identified with the help of the project lead

• Offer packages, and price and package these offerings based on “completeness” • Packages provide “A or B (or C)” vs. “Buy or don’t buy”

Step 3: Anchor your costs around that upside.

• Your proposal is the summation of the problem behind the project (identified via

Socratic questioning) and how you can solve the problem, along with the

associated Financial Upside

• The first number they see won’t be their costs, but rather their potential gains

• Written like a sales letter rather than an line-item order sheet

• Positions yourself as a premium consultant laser focused on the problem at

hand, rather than just someone with technical chops

Step 4: (Re)present your paths to the solution

$20,000/WEEK

C L O S E M O R E P R OJ E C T S

R A I S E YO U R R AT E S

G A I N M O R E C R E AT I V E F R E E DO M

•Change the way you sell to your project leads. Instead of focusing on

the PROJECT, focus on the PROBLEM.

•Quantify the value that you bring to the table. What would it mean, in real & concrete figures, to solve your client’s problem?

•Create processes that move leads through your funnel.

•Develop the right templates to leverage throughout each step of the

sales process.

To get started:

O V E R W H E L M E D ? W E ’ V E G O T YO U R

B A C K .

D O U B L E Y O U R F R E E L A N C I N G R AT E Get the course for 30% off — through Sunday at

11:59pm EST.

• A start-to-finish framework on qualifying leads, selling, and writing proposals.

• 2-month followup accountability course + interactive worksheets to help you apply the framework to your business.

• 21 case studies, totally over 6 hours, with past students who have successfully raised their prices and conversion rates.

• Contract and Statement of Work templates.

• Roadmapping sell sheet and overview document templates.

• Additional templates and scripts that you can begin using immediately, including my Proposal template.

• 2 years of access to the Freelancer’s Guild

D O U B L E Y O U R F R E E L A N C I N G R AT E

https://doubleyourfreelancing.com/mboworkshop

Get the course for 30% off — through Sunday at 11:59pm EST.

https://doubleyourfreelancing.com/mbobonus

Free gift: 1 hour of additional training that shows you exactly how I sell my

own clients on premium projects:

Q U E S T I O N S ?

https://doubleyourfreelancing.com/mboworkshop