Sexy Twins, Big Magics And Making Price Irrelevant

Magic!My studio is getting an upgrade.

Which means stocking up on shiny new things that make noise.

I love that. Like crazy. Of course.

At the top of the list of shimmer-ey new noisemakers?

A pair of synthesizers.

Sexy little nuggets of pure digital hawtness that will let me work some serious magic on a set of totally danceable tunes that I plan to drop later this year.

I’ve had my eye on these synths for awhile.

You know that long, drawn out lustingafterness?

The kind that’s accompanied by lots of drooling and sighing and oohing-and-ahhing?

Yeah, that.

Twins, waltzes and auspicious bits

But this hawtness ain’t cheap, honey.

There’s a pretty hefty price tag attached to this particular flavor of fabulousness.

And I’m fine with it.

But, then again, I have fallen pretty hard for this sexy set of twins.

Anyway.

I’d had enough of the drooling and was ready to snag the synths.

So I checked my usual sources of sound-ey stuff.

Seeing who had them in stock and ready to waltz their way into my world.

The first three places had them on hand.

And they were all more or less the same price.

But a fourth place had one of the synths for way less than the first three.

Over 25% less.

Whoa.

A total no-brainer, right?

And, no doubt, a sign that the gods of all-things-sound were blessing this union.

I was getting ready to hit the add to cart button and make this marriage official.

But then I remembered a fifth place I wanted to peep before I purchased.

Only slightly inappropriate confessions

I’ve never snagged anything from place numero cinco before.

But I’ve always heard good things. So I punched up their website.

Oof.

They had the synths.

But the twins cost more there than every other place I’d checked.

And with store #4 dangling that 25% off in front of me, snagging them from store #5 would end up being way more expensive.

But I know a guy who works there. Kind of.

A friend introduced us. And he helped me pick out some new mics for a recording project.

So I shot Mr. Microphone Man a quick note wherein I confessed my burning desire to hold these sweet synths close to my drum-loving bosom.

And he sent me the smartest email reply I’ve ever gotten.

Yes. Yes! YES!

He totally owned up to the fact that it would be more expensive to snag them from him.

And then he rocked a list of three reasons why I should still give him my monies.

#1. They offer lifetime tech support on everything I buy from them.

So if I get the twins home and hit a snag snuggling them into my current clump of sound stuff, no worries.

They’ll give me as much help as I need. As many times as I need it.

No one else does this.

#2. They also serve up a two year warranty on anything I snag from them.
Even if the factory warranty is only 90 days.

So if one of these high-priced hotties gives up the ghost in six months?

No problem. It’s covered.

No one else does this.

#3. And they hook me up with a dedicated sound dude who knows everything that’s in my studio.

So the next time I need to upgrade, I can give them a shout and they can tell me the best way to do what I need to do based on what I already have.

No more spending forever trying to decide which route to take.

Yep. You guessed it. No one else does this.

How do I look in this tux?

By the time I was done with his note, it was over.

I was ready to walk down the aisle. And Mr. Microphone Man had been appointed the official officiant of this sweet sound-ey shindig.

Stores one through four?

Totally wiped from my brain.

And that 25% discount?

I don’t need no stinkin’ discount.

I didn’t care about price at that point. He made it a total non-issue.

Not only that, but I felt like I was getting a serious deal by buying from him.

Lifetime tech support! Two year warranty! Assisted studio smartness!

Hell yeah! Sign me up.

Totally legit magics

How did this happen?

Because Mr. Microphone Man shifted my focus from price to value.

I was looking at saving a chunk of change.

But he schooled me on how much further my moolah would go with him.

All the support. And the protection. And the smartness.

Which also reminded me of the wad of cash I spent when I had to hire a sound engineer to sort out a freak problem in the studio.

So his look-here-not-there magics were totally legit.

Because all that extra stuff he’s offering?

It has real value to it.

He’s not hyping up the awesome on something that’s actually pretty meh.

*cough* Buy this $17 e-book and get $14,500 worth of bonuses! *cough*

And there’s a pretty good chance that I’ll need at least one of those three nuggets of extra awesome that Mr. Microphone Man dishes out.

So spending a little extra money now seems smart. Because it’ll save me a ton later.

A ton of money. A ton of worry. A ton of time.

This?

A total no-brainer.

All awesome. No apologies.

If your customers or clients are fixated on your prices, there’s a good chance that you need to talk more about the value of what you do.

Especially if you’re doing stuff nobody else does.

Because sometimes why is this so expensive? is just code for I don’t grok what I’m getting here.

So tell them.

Which means being really clear within yourself about why your stuff rocks.

And then not hiding your awesome.

And not having this whole conversation with a subtle apologetic twinge to your voice.

It’s ok to talk about value. In fact, it’s kind of essential.

It’s also one of the most faboo things you can do.

For your business. And for your clients.

Because if what you’re doing can help your people, they deserve to know.

And if they miss out on that because they’re distracted by price?

That sucks for everybody.

I’ll take “bridges” for the win!

I get that it’s easy to feel like marketing and selling mean getting all used car salesman on someone.

When, really, it’s just about communication and education.

Taking a second to rap about the real awesome behind what you do.
Creating a clear bridge between what they need and what you have.

Mr. Microphone Man wasn’t gross or pushy or annoying.

He just laid all the awesome out in the open.

And he told me stuff I didn’t know.

And he nudged me to consider stuff I overlooked.

I’m totally glad he did.

Because it made my decision crystal clear.

How do you school your peeps on the value of what you do?
Does talking about your awesome make you twitchy?
What do you do if someone gets snagged on the price?

Flickr credit – Hryck

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14 Responses to Sexy Twins, Big Magics And Making Price Irrelevant
  1. Naomi Niles
    February 3, 2011 | 1:48 pm

    Spot on, sir. Spot on.

  2. tara - scoutie girl
    February 3, 2011 | 1:53 pm

    Great story & great reminder!

    It strikes me that we think of price & only price when we’re approaching decisions from a place of scarcity: how can I hold onto just a little bit of the little I already have???

    And we think of value when we approach decisions from a place of abundance: what more is out there if I’m willing to part with a bit of all that I have?

    I think as service providers, we have to not only point out the value of what we offer but we have to help shift the customers perspective to one of abundance too.

    Great post!

  3. Noura
    February 3, 2011 | 1:57 pm

    another faboo post…. now, if only I could get you to write my “how awesome am I?” report… BLING!! BAM!! BOOM!!! Hawtness for sure. 😉

  4. chris zydel
    February 3, 2011 | 2:30 pm

    Hey there Mr. Faboo Fabeku,

    So smartly HAWT!! And I’m so happy for you that you get to snuggle up to these two digital magic makers of sound. AND get some really tremendous support in the bargain!

    Can’t WAIT to hear what musical mojo wizardry comes pouring through you with this wondrous gizmo at your fingertips!!

    And really appreciate the reminder… once again… that when I remember the value of what I’m providing and COMMUNICATE that value, the resistance and hesitations from my clients around the moolah quickly becomes a non-issue.

  5. Susan T. Blake
    February 3, 2011 | 3:23 pm

    Indeed. One of the things I’m learning is that I have to totally embrace my own value before I can appropriately tell other people about it and invite them to check it out.

    Sounds like an obvious no-brainer, but it was still a big lightbulb when it went on.

  6. Grace
    February 3, 2011 | 5:19 pm

    Doing a total YESYESYES dance over here. (In blue Dansko clogs, since this is a place where we share about our shoes as well as other stuff.)

    This is what I jump up and down about all the time with my clients.

    And so the big question for me in reading this is, WHY oh WHY wasn’t all this blindingly obvious on Mr. Microphone’s website? Why did he have to tell you in an email? Why is he not proclaiming this to the world in very clear and noticeable ways?

    You know?

  7. Kylie
    February 3, 2011 | 5:22 pm

    From price to value.

    And then communicate that.

    Okay. Yes. Fabeku, I can do that. Well, I mean, I think I need to do some percolating on all the super-cool value I’m offering. But once I do that, I can talk alll about that value.

    You’re pretty darn super.

  8. Jonathan
    February 3, 2011 | 5:38 pm

    Totally have my wheels turning.

    For awhile I’ve been turning over the questions – are the “extras” that I provide actually getting used? Because I honestly don’t have time to handle the “bonuses” of most programs I go through – just enough for the course or product itself.

    I have a feeling that as I gear up for any more services or products in the future, I’ll be focusing on exactly how to add more REAL value, not just perceived value.

  9. Jackie Lee
    February 3, 2011 | 6:03 pm

    Well… when you put it like that…it makes perfect sense. I’m going to have to spend some time and make sure I’m super clear about the value I offer.

    Perfect sense,and ever so entertaining. (as always)

  10. David Cohen
    February 3, 2011 | 6:22 pm

    Fabeku,

    Right on! This is such a great example of how to engage a customer and turn a simple inquiry into an experience that demonstrates their commitment to value. I wonder if he knows your dentist friend? I want your vendors! 🙂

    -D

  11. Dave Rowley
    February 4, 2011 | 12:06 pm

    Dentists, Punk Rock Life Coaches, Microphone Men … Wow Fabeku, you have a knack for Finding the Peoples!

    It was great to read about the shift in thinking from price to value, that’s a great place to come from. I bet he was feeling very confident as he replied to your email. That seems one great benefit to thinking through what value you offer–feeling comfortable in the price you set, no matter what others are doing, because you have a sense of what your service is really worth.

  12. Angel
    February 4, 2011 | 8:14 pm

    Fabeku, you’ve done it yet again!! I swear I’m Evernoting nearly all of your posts at this point… i should just make myself a reminder to re-read your blog on a weekly (or so) basis and be done with it… 😉

    Cannot wait to hear the amazing new stuff you’re putting together… will be awesome, i am certain!

    When I read this “*cough* Buy this $17 e-book and get $14,500 worth of bonuses! *cough*” i just laughed. I HATE seeing that kind of crap. If someone wants to add something on to their product or whatever, cool… but these ones that I see out there that look very much like what you wrote… i just want to gag.

    Here you’ve gone again with the great reminder. [Passing the *good* chocolate to you in thanks]

  13. JoVE
    February 6, 2011 | 6:06 pm

    Thank you for reminding me of this. Not sure why I needed to be reminded because I am all about the value (over the price) and hardly ever even look for discounts. In fact, I’m one of those people who gets all suspicious if there is a discount.

    But I am not doing enough to tell my people about the value of what I offer. Must work on that.

  14. Fabeku Fatunmise
    February 10, 2011 | 10:59 am

    @Naomi – Thanks you!

    @Tara – The scarcity/abundance thing is interesting. It introduces another bit to consider, doesn’t it? I also totally agree about the shifting perspective part.

    @Noura – I can be bribed with chocolate.

    @Chris – Right on. When we’re clear inside, it makes it way easier to talk to our peeps in a way that works for everybody. And when if it’s murky on this end, it usually translates weird on their end.

    @Susan – I’m with you 100%. And when you think about how much people hear the whole fake it ’til you make it crap, I can see why it’s not obvious.

    @Grace – Good point. It is on their website. But not in a really obvious place. And it seriously should be. Because it would have made this a non-issue from jump for me.

    And blue Dansko clogs! Suhweet! (p.s. This is so totally a place where we share our shoes, isn’t it? I love that. For me, black suede All Stars today.)

    @Kylie – Go you! Happy percolating!

    @Jonathan – That’s smart. Because the whole perceived value thing feels a lot like smoke and mirrors to me. Real value is obvious. You can’t fake that funk. But the other stuff? Meh.

    @Jackie – Nice! Glad it helped. And glad it entertained, too. *grin*

    @David – I know, right? I’ve had a good run lately with people who get customer service. I feel pretty lucky, really.

    @Dave – Great point! When we get that what we’re doing has serious value for our people, it’s easier to say, The price for that is $X. Because we know we’re giving them something delicious in exchange for the moolah. It feels balanced. Which is awesome.

    @Angel – Me too. When I see the $14,500 worth of bonuses thing it turns me off. Because I wonder if they think I’m really that dumb. And it also makes me wonder if what they’re selling is really worth it. If it was, why pile all that stuff on top of it? One or two legit bonuses: No problem. But the over-the-top thing leaves me a bad taste in my mouth. Which good chocolate will fix. Thank you muches.

    @JoVE – Sweet! Glad the post had some helpful bits for you. Thanks for saying so.

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