Author: Lisé Kuecker

Last week when I pressed “go” on our blog, I didn’t expect to see a huge response. But, I got one {closer to home than I would have thought}. My dear friend asked a pivotal question that I knew needed to be answered: “I know I’m priced to low. And, when it comes down to it, it’s fear thing I think that’s holding me back. I’m starting to really believe my clients would pay for it. I’m just scared I’m not worth it.”

It stopped me in my tracks.  I don’t think I’ve met a single person in this last year who hasn’t quietly shared that same fear—Am I really enough? And, let me be honest, it’s a fear that I’ve quietly whispered to myself when everyone else is asleep and I’m laying out an invoice.

I don’t have all the answers, but I have some advice my mother {a remarkable CEO of three companies all her own} gave to me that’s changed me life.

“Lise, you need to stop being a yoga instructor, a Pilates teacher, a business strategy coach…you are a CEO and a phenomenal one. Stop hiding behind what you do and own up to who you are. And, don’t forget what a CEO really is…you’re a visionary and that has power.”

{If you can picture this in a lovely Southern drawl, you’ll have the full idea…my mother is the epitome of Southern elegance with a steel magnolia spine of strength}

She’s right, you know. We live behind what we do. You’re a chiropractor, a massage therapist, an acupuncturist, a Pilates or yoga instructor, the head of medical spa, a health coach.

But, that’s what service you provide…what training you’ve had. Once, you started a company you stepped out beyond this title.

You became a CEO.

Some days I’m not sure I want to be a CEO. When I’m staring down a decision that affects both me, my staff and my future….sometimes, I just have to close my eyes, pray that this is the right choice based on all my other options and our future visions and say let’s go for it.

Higher prices, fund the chance for me to educate myself and bring that knowledge back to my clients; fund my vacation so that I can be at 110% when I’m in front of my clients; or even fund the growth of my products which are incredibly unique and personalized, then I’m doing the right thing for my company, my clients and my family.  Easy decision? No. The right decision? Absolutely.

If raising your prices is in your future, you’re going to have to find some real strength inside of you. You’re going to need to step outside of the “what you do” box and own that the visionary CEO in you has to take charge.

I for one can’t wait to see that vision. I imagine it’s going to change the world around you and I can’t imagine a more beautiful thing.

With Grit and Gratitude,

Lise

“Surviving is important. Thriving is elegant.” Maya Angelou

We wear entrepreneurial survival stories like badge of honor. “Look at what I’ve survived. Look at what I’ve overcome. Look at what I’ve managed to do.” We celebrate these hard moments, relishing the against all odds, underdog victory.

Now, I’m all for the underdog. On Saturday, January 2, I spent a night pacing the floors at my mother’s house while a backup, walk-on, senior quarterback from TCU came bag from a 31-0 shut-out at half-time to beat Oregon in the Alamo Bowl. {For those of you who don’t know, I don’t watch much TV, except for college football and basketball. Then, I’m one of the boys.} It was glorious. It was celebrated. It was front page news for one day. And, then it was back to the struggle to survive next football’s season.

Survival time is over. It’s time to thrive. Literally, feeling like you and your business are at the top of the world and rearing to go. And, what makes the difference between surviving and thriving is quite simple. How much are you going to charge?

The price question brings up a few fears over and over again for my clients {and me!}:

I’m sure my clients are going to see that price change and run to my nearest competitor.

I’m just not sure I’m actually worth it. If I have another ________________ {certification, training, partner, class, session time}, then maybe, I’d be okay to do it.

I’m going to have furious clients and I just don’t know if I can put up with the aftermath of price increases.

I want to be accessible to everyone and I know this is going to make my client’s feel like I’m an elitist.

In all these fears, we’ve forgotten one thing—our future.

So here’s a fact to wash away those fears: Pricing does not matter to your client. Value does.

So let’s add a bit of value and make your price less of an objection and more of a mechanism to your 2016 thriving.

1. Being the Wal-Mart of your industry is a sure way to failure. When we live by price, we live in a competitive world…a red ocean of blood sucking, business clawing, client stealing viciousness. But, there’s another choice. Study, after study, after study {after all my practical research} shows that you are far more likely to thrive {and long-term survive} when you’re priced at the top of the food chain.

Why? For me, it’s simple. When you charge higher prices, you can offer a greater and more consistent experience. And, your clients are coming back to you for that experience.

When, fear rears it’s ugly head, consider what you can offer with increased prices. Accountability calls, an assistant who truly connects people to their ideal products and classes, even time to really nourish a client early on.

These are loyalty building activities that come when you’re financially secure and they can be game changers for your client’s results.

2. Value comes from benefits. When I work with businesses who aren’t seeing sales, it always comes down to the same problem—their clients can’t see the value they’re providing. Value does not come from what you do. It comes from HOW what YOU DO will CHANGE your client’s life, SOLVE your client’s problem or ANSWER your client’s desire.

The simplest way to change this is to stop selling what you do with your clients and start selling how what you do can alter your client’s life forever. Start by asking your current client’s this question: “WHY to you work with me? WHAT does this solve in your life? HOW has this changed you for the better?”

These answers will guide you towards how to share your value with your future clients.

3. Whenever you package your products, you can increase prices {and value} through low cost additions.

I may sound like a broken record, but please…package, package, package your services. Be sure to include those low cost, high value items that really answer your client’s needs. And, feel confident in upping your prices because no one else will be offering a similar package.

4. You can change your current clients prices {just don’t forget the value quotient}. We change a lot of client’s prices {and in August, November, December and every other month that seems ridiculous to do it in}. The key strategy to doing this is to treat your client like they are brand new and you’re re-setting your value with them. It makes everything else as simple as can be.

5. If fear stands in your way, turn your pricing change into a scalable solution. Big pricing changes don’t have to happen overnight. For many client’s we have a one year plan with three changes {now, 6 months from now, 12 months from now}. Each change is small and may not even affect pricing across the board, but one year from now

I’ll be honest with you. When I ask most people how much money they’re going to earn this year as an entrepreneur, here’s what generally happens. {Complete Absolute and Utter Silence}.

It’s then followed by often by statements on the precariousness of being an entrepreneur, the fickleness of clients and the trepadatiousness of their market.

By nature, I’m a digger. Should you ever be trapped in a hotel room with me for a night get ready…I really will want to know your whole life’s story. So, I’m always willing to go a little deeper on the taboo money question with friends and clients. And, this always seems to be the elephant in the room:

“I don’t know what I can really make…maybe I’m unsure of what I can really do, what I’m really worth, or if I’m capable of making these goals happen. I don’t have a concrete answer…I don’t even know where to start.”

This strategy is never good.

But don’t fear, we’re going to make this happen together together in the strategy I use each and every year {and actually updated every quarter}.

1. What do you want to earn this year? Not what did you earn last year. Not what do you think is realistic. What do you actually genuinely want to see in your bank account as your pay at the end of the year?

Word to the wise. I think this number should make you a little queasy. If it doesn’t chances are it’s not where you really want to be. So think big and be real with this number.

2. What is the difference between 2015’s earnings and 2016’s goals? My second year of business this number was huge. I’m pretty sure I sat in our little Washington cottage and bawled my eyes out.

But, in the glory that is entrepreneurship, I had one thing going for me.

I could change this number. I could legitimately stand up, make a plan and be the start of my dreams. So I did.

3. How many clients separate you from this number? If right now, the answer is I have no idea…no worries. For the next two weeks, we’ll be working on your Average Client Monthly Value, which is the magic number that answers this question.
4. Now, it’s time to build an action plan to make that needed number of clients happen. Right now, you’re probably thinking, “Right…this is just what I need…because I really have no idea how to get there.” I had the same thought.

So I figured the two of us were better off, if we made this happen together. So next Friday, January 15^th, we’re throwing a Kismet Club party to celebrate the New Year and make some serious action plans.

You can join the celebration right here.

Now, just in case you’re wondering, this isn’t my most formal webinar. There are no sales, I haven’t spent the last week practicing and I may hit the rewind button a few times.

But, we’re really going to talk about where you need to go and lay out some serious ideas on how to get there. Consider it a spa day for your business. A chance to zone out, take a deep breath and focus in on 2016.

I can’t wait to see you there!

Lise

There’s a tipping point in our businesses.

On one side is the life of the solo entrepreneur, who’s a jack of all trades…capable of designing marketing materials, while answering sales calls, training clients and running a household {I’m told this person exists, but I still question whether or not she does this with sanity}.

And, on the other side is the golden possibility—a business complete with a strong team, the ability to make money through your team’s work as a whole {so you’re not seeing clients from 5 AM to midnight} and the chance for you really live the life of a business owner {as in days off, vacation and the ability to trust your team will care for your business if you need time}.

The struggle comes in where we land when we start to wobble on this tipping point. And, rest assured, you will land somewhere and it will be based entirely on what you prioritize and what you let go of.

In the early stages of your business it’s completely acceptable to be the end all and be all. Let’s face it…this is the fine art of bootstrapping our way to success and it has been practiced by more than a few billionaires in their dorm rooms and parent’s garages.

But to get the golden land, your mentality {and your workload needs to take a serious shift}.

And, you can do this if you start with the money.

Your job as a business owner is simple. You need to bring in revenue…serious real revenue that grows and sustains your business. Here’s my top two priorities to make this happen.

1. The Sales {and Retention} Quotient:

After teaching thousands of clients, I can honestly say the mind body and coaching world has a serious sales problem. We’re lost between the world of online sign ups and old school hard lined sales and we’re missing the middle ground where we can actually reach our client’s and teach them how to hit their goals.

Your priority here is simple. You need to be in front of your clients {and not just when you’re in front of a classroom}. This can be meeting with new clients and taking the time to set them up on a program that will generate success or keeping in contact with existing clients, ensuring your team is holding the high standards you have. The key is ensuring your client’s are on the right path and they have the motivation to stay there.

2. The Training Investment:

“My clients want me…they’re not satisfied with anyone else…they know I have something special.” I hear this a lot. And, while I’ll be the first person to invest in technology that could clone me, I’m not thinking that’s coming anytime soon.

So we’ve got to make sure our team is teaching a harmonious style and class type. This all comes down to training. If I teach five hours, I want to spend five making sure my staff is giving the most awesome experience our clients have ever had.

So what does this look like:

The willingness to pour continuing education into your instructors on a daily basis {one of the most powerful examples of this is my favorite studio here in Charlottesville…when they introduce a new tool you’ll see it across all of their classes regardless of the instructor or type of class}

Real Customer Communication and Customer Service Systems and the follow-up to make sure they’re being used {this can be as simple as your instructor calling to introduce themselves before their first session or as complex as customer touch points your instructor must fulfill}

Followup with each and every inactive client to see what your sessions really look like from the inside. These are client who will poor information into you, because they want to be transparent.