http://goo.gl/Zvy9Cv 2 Secret Pathways to Premium Prices. In this special November meeting of GKIC Ireland we discuss price elasticity and how to position your products and service in a way so you can demand higher prices without objection. For more information about our group visit http://gkic.ie

1. GKIC Ireland
November 2015
2 Secret Pathways
to Charging
Premium Prices

2. Treasure
2

3. Who is John Mulry?

4. About Glazer-Kennedy
Insider Circle
GKIC offers strategies for business owners to grow their business
through direct response marketing. You’ll discover how to:
• Attract more of your ideal customers and clients,
• Get them to come back more often,
• Have them spending more on each visit,
• And send you more referrals than you ever thought possible.
These strategies are revealed every month in the No B.S. Marketing
Letter, these chapter meetings, at live workshops and through offline
and online resources.
You have come to the right place if you want to hold every single Euro
you spend accountable for multiplying itself and create the business
lifestyle you always dreamed of!

5. 2 Secret Pathways
to Charging Premium Prices

6. Most people start
their thinking process
about pricing with
what they believe
they have to sell -
their product or
service - essentially
what’s on the shelf as
it is on the shelf now.

7. ONE: The value or perceived
value of what their thing is.
From there, they figure out what price it can
and should be sold for, within two contexts:
TWO: At what price
competitors are selling
comparable things for.

8. For maximum profit there are
two other contexts for setting
and presenting price.

9. 1. Who is buying?
2. Why are they
buying?

10. Who
is
buying?

11. Who you are selling
to WILL determine
your price.

12. What do you actually
know about your
prospects or
customers?
Not presume.
Not believe.
Know.

13. The chief problem with the product-based
approach to pricing is: pizza is pizza.
You can argue better ingredients = better
pizza as Papa John’s does . . .
. . . or sell quantity for price as Dominos does
But basically, in the consumer’s eyes, pizza is just pizza
UNTIL you change the who and why.

14. But there are advanced strategies to
determine who buys from you.
Too often in business,
coupons, Groupon,
Discounts, etc. drive
buyers’ choices.

15. Switch your marketing . . .
FROM an objective of being known or attracting prospects or
customers to appointments, store or showroom to gain selling
opportunities
TO creating selling opportunities ONLY with prospects already
pre-determined to buy from you.
Advanced Strategy for Premium pricing

16. This strategy makes the earliest part of your work
more challenging but ultimately:
• Permits MUCH higher prices,
• Makes selling and all your work easier,
• Dramatically elevates your income.
Blatant Commercial Plug.
Strategies on how to identify your
ideal client is a cornerstone of
GKIC’s Magnetic Marketing.

17. Why are they buying?

18. Most business people learn about features
and benefits, and conversion of product
features to consumer benefits.
None of this is very
useful unless linked
to the user’s
motivations to buy.

19. You cannot expect much price elasticity
from product features and benefits
EVEN IF those are superior to
competing products.

20. If you are asking features and benefits superiority
to raise your prices and profits,
you’re asking a mule to lift you
into the clouds like a helicopter.
Even if the mule tries and leaps as high as he can,
he’ll get you only slightly off the ground.

21. “Most sales are lost because
the salesman presented his
product before he knew what
motivated his prospect.”
“If the secret of selling is to
appeal to this prospect’s
motivation, your first task
must be to find out what
that motivation is.”
Harry Browne

22. The other mistake commonly made is assuming
the prospect sees the correlation
between your offer and his motivations . . .
. . . without it being clearly spelled out
and hammered home to him, for him.

23. For example, a chief motivation for seniors to buy
hearing aids - at prices higher than they’d have ever
guessed - is NOT to hear better; it is to avoid
appearing addled to their
adult children so that they
are not hurried into the
nursing home, where
they’ll be safer.

24. For example, a chief motivation for a sales
professional buying an improvement course,
success training or investing in a business
opportunity is to
get a promotion or
raise and bring
home a bigger
paycheck so that
he might get more
bedroom action
from the missus.

25. For example, a chief motivation for a man signing up
for landscape and lawn maintenance services at a
higher price than he’d ever have imagined paying is
his intense dislike and envy of his snooty neighbor.
He is buying so that his
lawn will out-shine
that S.O.B’s and at the
neighborhood pot
luck, he can rub it in.

26. . It’s the “so that” that matters.
We can sell him a motivational
“so that” for a lot more money than
we can sell him a product.

27. The “so that” motivation is what made Dominos Pizza’s
original Unique Selling Proposition (30 MINUTES OR LESS
GUARANTEED) so brilliant.
It sold to the chief motivation of Domino’s earliest
customer base - college kids in dorms
near the Dominos who, after
smoking funny cigarettes,
desperately wanted
carbs – fast, and
were too incapacitated
to go find and fetch them.

28. The price someone will pay, and the
elasticity of that price has everything
to do with who he is and what
his personal motivations are,
and little to do with
the product
itself.

29. In many cases, price is not only
more elastic - it ceases to be a
consideration altogether!

30. Yet despite these vital facts, most marketers
still fail to behave based on this information,
and fail to utilize this data, in their own
businesses, in
their marketing
or selling.

31. “At what price
can I successfully
sell my product or
service?” is a poor
question (in every
sense of that word).

32. 1. Price elasticity has more to do with who is buying
and why, than with what is being sold.
2. The more precision matched
the “what” is with the “who”
and his specific need or
interest, the more price
elasticity you will have.
Two Principles for Premium Pricing
To learn how to increase
your income with premium
pricing, buy “Powerful Price
Positioning”

33. Now we'll break up into small groups
of 3 to 5 to brainstorm how to use
this information in your business.
Afterwards there will be time to share
your ideas and questions with the chapter.

34. Ah-Ha! Moments
What did you learn today that you can
use to grow your business tomorrow?

35. And now for the
Marketer of the Month presentations!

36. And the winner is …. (Drum roll please!)

37. The next challenge is . . .
Find out why your
clients buy your
product or service
then leverage that
data for a higher
price offering

38. Marketer of the Month Participation
 Put into action this month’s lesson by doing the
“challenge”. Be bold! Be brave!
 Email me at least 3 days before the next meeting date
so I put you on the schedule.
 Be prepared to give a 3 – 5 minute presentation --
what you did, the feedback and results.
 Bring samples to show the chapter.

39. Remember, you lose
100% of the times
you don’t try!
Challenge yourself!
Implement!
Learn a new skill
and increase your
income by doing it!

40. What’s New!
Marketing Asset Workshop – 9th

41. What’s New!

42. What’s New!
Only
$4.95

43. What’s New!

44. Plus You’ll also receive:
• The “New Member No B.S. Income Explosion Guide”
and CD
• The “Income Explosion FAST START Guide”
• Webinar: “The 10 Big Breakthroughs in Business Life”
by Dan Kennedy
• Webinar: “The Essentials to Writing Million Dollar Ads
& Sales Letters BOTH Online and Offline” by Bill Glazer
• Webinar: “The ESSENTIALS of Productivity &
Implementation for Entrepreneurs” by Lee Milteer

45. “People often say that motivation doesn’t last. Well, neither
does bathing – that’s why we recommend it daily.”
Zig Zigler

46. Mark Your Calendar!
Our next meeting is on
Wednesday 9th December
“How to sell more using fun,
interest and imagination”