Now that we know what we need to bear in mind to set our services pricing right and some strategies that we can implement to do so, I wanted to talk about how we can communicate our prices without making people run away.

Let’s analyse first the psychological behaviour of our clients.

Pain points. How do our clients suffer when buying from us?

Some experts say that clients buy until it hurts. So it is up to us to do something to relief their pain, so they buy more from us. We have to work on our purchase process; by doing this, we will offer a better customer experience and they will be happier during the post-purchase phase. They won’t suffer that much, and it will be more likely that they will buy from us again.

I have listed my favourite methods to do so, but I’m sure that if you search on the Internet, you’ll find many others.

1. Sugar the pill. Details are very important and can change our clients’ behaviour. Tiny things like “a small £10 fee”, can change the way your client think about that fee. I am sure that you all know the popular “for less than a cup of coffee”.
2. Cluster commonly bought services together. For example, it you have been hired to translate a website, your client could be interested in localise it as well. By clustering these two services, you are selling the two of them and… hey! Your client haven’t even notice it!
3. Say it, but say it differently. This can be tricky in our industry, due to the fact that most translators out there use a per word fee. The problem is that most of our clients won’t be familiarised with this way of charging services. Maybe a “translate your CV for just £40, and get a discount for your motivation letter”, can sound attractive to people living abroad. What do you think?
4. How can your services help them? And I am not referring to the benefits that your clients gain; I told you here that that was one of the essentials. How do your services actually help them? For example, if you in Europe and work with clients in the USA, you can tell them that their documents would be being translated as they sleep so they’re not going to lose any time.

And what about you? Do you use any method to relief your clients’ pain points? I want to hear from you!

Next week: On Monday I will talk about how to communicate price increases to clients. How does this sound?

Reminder: At the end of the month, I’ll publish something special for those subscribed to my newsletter: “How to elaborate quotes that your clients won’t be able to reject”. If you don’t want to miss it, subscribe now!

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