Ask Felicia: Pricing & Marketing

Q: Dear Felicia –

I have been practicing for 15 years.  I have always had to hold a job working for others because I have not been able to get enough clients to just work my own practice, and I am very frustrated.  I have decided that this year is the year I start to turn things around for my business.  I have never had any problem retaining clients once I have them, but I would love your help in learning to market myself properly to get the clients to call. I have been saving money for an office space, and while I'm not there yet, I will soon have enough money for a deposit and first month’s rent, but I really want to make this mobile practice work as well, and then, when I have an office, also offer on-site services. I am very experienced and believe my work is worth premium pricing, but the market around here is one where everyone is looking for the cheapest service, that too is very frustrating.  Any advice you can give me or resources you can direct me to would be much appreciated.

Thank you!

~ Mobile Professional

A: Dear MP -

One phrase stands out in your email: "...one where everyone is looking for the cheapest service."

I promise you there are clients out there who are looking for the best service, or the one that meets their needs/goals best, and are willing to pay more for it. Your job is to find those people and show them why you are the best fit for them.

My first recommendation is to get clear on who you want to work with and why. If you haven't done it before, write out a description or list of qualities that describe the clients you most enjoy working with or those who are best suited for/served by your work.

Next, I would talk to your existing clients who fit that description. Let them know you want to work with more clients just like them and ask for their referrals.

Third, make a list of other businesses, associations, or clubs where you are likely to find more of these ideal clients. If you know people associated with these organizations, contacting them to discuss ways to connect with their members/clients is a good next step.

The bottom line is this: if you are marketing your services to people who are only shopping for the best deal, someone else will always be willing to offer them a lower price than you will. But if you connect with the right people who truly appreciate your service and get the best value from it (i.e. it meets their needs), then the cost of your services is no longer as much of an issue.

~ Felicia

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