Recently, I mentioned on my private Facebook page that when checking out at the opthamologist’s office, I was hit with a $2050 bill… plus my $40 co-pay, of course.
The $2050, I was told, was my portion of what I’d pay for my NEW “medical” contact lenses.
The BULK of those who responded were outraged. =) Rightfully so, I suppose. Paying THOUSANDS of dollars for ONE PAIR of contacts… does seem a bit, you know, “excessive.”
Kind of like that Louis Vuitton bag at $1260, I suppose. (gulp.)
But, these contacts, while they require a TOOL to put in AND get out of my eyes… and while they are about the size of a quarter and EVEN THOUGH I was afraid to even BEGIN the process of ordering them…
… are the only thing standing between me and a cornea transplant.
AND… most importantly, they will allow me to SEE, you know, with clarity and crispness again.
AND They’ll end the constant battle I fight with my “regular” contact lenses right now, which includes the insatiably dry eye and the constant “re-fitting” so I can see ANYTHING problem.
And despite ZERO medical evidence to the contrary, I absolutely believe they will structurally keep my eyes from getting worse.
So, $2050?
Comin’ right up, Madame Receptionist.
You see, these contacts are of CRITICAL importance to me. Every day I’m checking my phone multiple times to see if the office has called with the news that my new contacts are IN.
If the price had been $20,050, it would have stung a bit more…
but would I have paid it?
ABSO-FREAKING-LUTELY.
In a heart beat.
So, what does all of this have to do with you?
Pricing 101,
Profit 101,
Packaging 101,
Niche-ing 101…
All of these courses teach the same lesson:
MAKE SURE YOU’RE SELLING A CRITICAL SOLUTION TO A GROUP OF SOMEONES WHO ARE WILLING AND ABLE TO PAY.
You know who WOULDN’T EVEN THINK of paying $2K or $20K for a pair of contacts?
PEOPLE WHO SEE MUCH BETTER THAN ME. =) In other words, people who “just” need glasses or contacts, people who haven’t been diagnosed with something that could lead to a cornea transplant OR blindness. THOSE people.
Over to you:
Have you made yourself MISSION CRITICAL to a group of SOMEONE’s? If not, why not?
Figure out the CORE of what you sell….
And then package it to solve a SPECIFIC problem….
And then give it a price that SPEAKS of YOUR value, and also delivers infinitely MORE value to them.
Do this, and you’ll never want for cash again. In Women Who WOW, on February 6th, we’re going to be diving into Packaging for Profit. You can join us… but only if you’re a member. To find out more, email me or just go to WomenWhoWOW.com and check us out.
