29 April 2015
It ain’t what you say, it’s the way that you say it
Today a client asked some of her customers for extra money. She’s done it, knows it was the right thing to do but then emailed me with a massive wobble, doubting herself. She felt sick!
She runs a drama school and the money was to help make their next show epic; make their costumes, create the backdrops and of course pay for her time in rehearsals etc.
She wants to have Hollywood style shows in the heart of Durham and give her kids the best experience. She wants to help teach the next Kate Winslet or Tom Hiddleston; so a little extra cash (we’re talking £20 per child taking part in the show) seemed perfectly reasonable for her to ask for.
Yet she wobbled…. Does this sound familiar? Do you wobble over pricing?
Yes she wants to create the best show for her students, but she doesn’t need to do this out of the goodness of her heart. She’s also allowed to make a profit too – that’s why we have businesses. YOU’RE allowed to charge what you’re worth to and make a profit!
Very few of us can choose to work purely for that feeling of fulfilment we get from enhancing a life in some way. If my client hadn’t asked for that extra £20 then the show would have needed to be funded from her working capital, and even when ticket sales were added in she may have just broken-even or made a loss
£20 per student was the extra cash injection needed to make the show epic and make a profit. Simple as that.
This is real life sales and marketing shit – the stuff you need to get your head around. I know you’ll be asking: “Well yes, I need a bit more money from my clients too, but how the hell do I ask…?”
So here’s the story I told my client:
Customers are fickle – piss them off and they’ll go elsewhere.
It’s an old song but the words are so true and bear repeating: “It ain’t what you say, it’s the way that you say it.”
I’m happy to report that my client sent out a great letter (BEFORE reading my story; remember she’d contacted me with the wobbles after asking for the money) and this was her response to me:
“Ha thanks for the pep talk: I definitely don’t do snotty letters! The letter I put out has gone down brilliantly. I don’t know why I stress so much! Quite a lot of the parents have messaged me saying they expected it anyway. One even said I worded it perfectly so think I’m OK there!”
I told her well done and to believe in herself – she’s awesome. She’s a #MarketingForMummies business mum; so of course she’s awesome 🙂
What do you need to say and how are you going to say it? Pop me a message if you’re stuck with your wording!