Black Friday, Small Business Saturday, Cyber Monday (BFSBSCM)…whew! If your inbox was anything like mine, it was hard to keep up with all the sales and promotions going on.
Either way, you may (or may not) have noticed that I did not offer any BFSBSCM deals and I felt compelled to share why. (If you prefer to watch video instead of reading, I was live in my Facebook group sharing this information and you can watch that here.)
I set out to share 5 reasons why I didn’t offer a sale, and it turned into 7. 🙂 Let me start by saying, just because I didn’t do any sales or promotions, doesn’t mean that it’s “bad” or “wrong” if you did. (And if you did, I hope you sold out!) In fact, for my product-based business (which is a consumable product that people use up and need to buy again), I DID do a sale and it’s always my biggest sale of the year.
But here are the 7 reasons why I did not do one for any of my Brand Messaging services.
1. It’s hard to stand out
Did you notice how many people were promoting sales? In every Facebook group that I’m in where promotions were allowed and encouraged, it quickly got out of control with hundreds of posts. My email inbox was bombarded with promotions (some I didn’t even read for a day or two). It was very hard for anyone to stand out and be noticed.
2. It doesn’t attract my Ideal Client
I want to work with people who understand the importance of messaging for their business. I want them to know it is an important, strategic part of a successful business and to invest in it when they need to.
3. Clients may not be as invested in outcomes at lower prices
This is particularly important if you’re a coach and your client needs to do some work, rather than a done-for-you service or product business. If a client invests $10 and doesn’t do the work, they’re probably not upset for “wasting” the $10. But if they spend, $100, $1000, $5000 or more, they become more invested in the results and are (hopefully) more likely to do the work and get results.
4. It can leave an icky feeling
I look at this from the client’s point of view…if you purchase a product or service and then find it on sale at a dramatic discount later, it can feel kind of icky. And this actually happened to me! I won’t name names, but I purchased some DIY products from a coach earlier this year, and this weekend those exact same products were 50% off. I felt disappointed and bummed out at the hundreds of dollars I would have saved if I hadn’t bought them yet. I don’t want my clients to ever feel that way.
5. I don’t want people to wait for a sale
When my ideal client is ready to improve her messaging, and my service offering is what she needs, I want her to feel good about making that decision immediately and getting started right away. I don’t want her to think “Oh, Karie’s offered some sales in the past, maybe I’ll wait to see if there are any sales coming up.” So I don’t want anyone to have a reason to “wait”. That doesn’t serve their business.
6. I don’t want it to devalue my brand
What that means for me, is I don’t want to compete on price. It’s my job to show you the value standing out, being heard, and Making Your Message ROAR. And it’s my job to create value-packed service offerings that are fairly priced. If I do those things well, then you will see the value in my brand. If I start to discount my services, you may think I’m overcharging the rest of the time and that’s not a good feeling for either one of us.
7. It’s not consistent with my brand
As I’ve mentioned above, I believe that your brand message is a critical and valuable part of your business. It is a fundamental, strategic investment to have clearly defined messaging that is Relatable, One-of-a-kind, Actionable and Reliable. And I bring a lot of experience to the table helping business owners shape their brand message. I believe in giving you everything I’ve got and pricing that fairly.
So are discounts ever a good thing?
First of all, like I said at the top of this post, if you discount or offer sales, it’s not “bad” or “wrong”. It’s a totally legitimate marketing tactic. But, the way I prefer to use discounting (and what has proven effective for countless businesses) is to use discounting/promotions/incentives when first launching a product or service. These can be early bird discounts or “fast action bonuses”…something that provides an incentive to be one of the first clients to buy. If people want the deal, just act early. After that, the “regular” price kicks in and everyone gets that new price.
Now it’s your turn.
I’d love to know what you think about sales and discounting. Did you offer any deals? How did it work for you? (I hope you sold out!)