Professionals don’t discount. Period. Your lawyer doesn’t. Neither does your doctor. A set rate is a set rate. At least for them. But what about you? Having a sale on products you sell to generate interest or say ‘thanks’ is fine, once in a while. It even makes people excited to test out your stuff. But have you ever felt the temptation to discount your services to sign on more clients? Come on, be honest.
Professionals don’t discount. Period. Your lawyer doesn’t. Neither does your doctor. A set rate is a set rate. At least for them.
But what about you? Having a sale on products you sell to generate interest or say ‘thanks’ is fine, once in a while. It even makes people excited to test out your stuff. But have you ever felt the temptation to discount your services to sign on more clients? Come on, be honest.
Worse, you may be someone who has a “sliding scale,” meaning you determine what to charge once you get that prospective client in front of you. You’ve got to stop doing that! It’s about the worse thing you can do for your reputation, Client Attraction, and practice building.
Now, many people feel the pull to offer discounts to friends and people who can’t seem to afford their services. Here’s my thought about that: it devalues your services dramatically and shows others you’ve given them permission (as well as yourself) to think your services are not worth what you charge for them.
While you’re at it, you’re also giving them a signal to keep taking advantage of you over and over again. I remember when I was doing nutrition counseling, back many years ago, I was “pressured” by a client to give a discount. I was in a place where I “needed” clients, so I gave in, thinking that this person would not have signed up if I hadn’t knocked off those last $200 or $300.
I found I resented that client the entire time we worked together. Somehow, I was a little angry that I was forced into this and I found myself giving less of myself in our sessions. I didn’t like what I was doing. I just felt used. (Has that ever happened to you?)
It became clear that when someone takes an inch (asking for a discount and getting it), they’ll then try to take a mile (not believing the policies and procedures apply to them). I had to set up a whole bunch of boundaries in the relationship. Needless to say, the whole thing was a disaster and if I’d stuck to my original rate the first time (my boundaries around my rates) I wouldn’t have had this problem throughout.
Discounting is not necessarily good news for you and your reputation. Here’s what you can do instead. Offer different options, and different programs to fit all different budget levels. Let there be something for everyone’s budget, that way, you don’t HAVE to discount.
Your assignment:
Make a pact with yourself now that you will never discount. Yes, right now. Trust me on this one.
If the person still cannot afford your services, that’s OK. Avoid the temptation to reduce your rates, even “just this one time, because I like you.” (This is especially important for those who don’t have a full practice and really NEED the money.)
Let them know you’ll be here to help them whenever they’re able to. Most times, people come back to sign up for one of your programs when they can afford it a few weeks later. It’s worth the wait.
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