I’ll be honest: this email will probably only interest you if you sell high-end services … or you’re a high-end copywriter yourself (so you work with clients who do).
Anyway, here’s the story:
Right now, I’m helping a client migrate their website from WordPress to Squarespace.
It’s a complex job, and we need to do it right.
And so we were looking at Squarespace’s fancy new ‘concierge’ service — Squarespace Select.
You get a dedicated ‘Account Manager’ who takes care of stuff for you … which would help make sure we don’t miss anything.
But we only need that for the migration. After that, we don’t want to pay for support we don’t need.
So we asked Squarespace for a quote for just the first month.
Here’s what they came back with:
The Select plan is an annual contract, giving you time to build a strong relationship with your Account Manager and maximize the benefits from the plan’s services.
If you pay annually, the plan breaks down to A$730/month (A$8,760 per year). Or you can also pay monthly, which is A$1,170 per month. That price includes everything listed on the attached pdf, including website hosting and assistance with your website migration from WordPress.
If you are interested in moving forward with the plan, I have an Account Manager standing by and ready to dive in whenever you’re ready! I can walk you through the next steps to get started. 🙂
Just let me know how I can help or if you have any additional questions– I’m here to help however I can.”
This is a very ‘meh’ way to sell.
For starters … they’re selling with benefits.
There are times to sell with benefits, yes. But trying to sell a high-end service is not one of them.
If anything, the way they pitched this actually repels the right clients. ESPECIALLY with the lame benefits they used. “Time to build a strong relationship?” Seriously? What is this, match.com?
In fact, the whole tone of the pitch is wrong.
It comes across as defensive of the high prices.
And the close of the email is the total opposite of what they should have done.
If you have a big business and you pitch like this, you are costing yourself big in sales. And even worse, some of the sales you DO make will be to clients who aren’t a good fit.
There’s a much better way to sell high-end stuff without having to dance around your price (like they did).
And of course, I know how to do it … heck, I’ve been doing it for my own (expensive) services for years.
So, you want my help doing it for your expensive service?
You’ll have to answer a few questions about yourself, but don’t worry … you won’t see a single benefit. 😉
P.S. Maybe you’re a copywriter reading this. In which case, I don’t want you clicking my client waitlist. All the copywriters who’ve done that should have already been kicked off by Bruce the Bouncer. (Actually, that reminds me I need to go and check the list again to make sure …)
So instead, I’ll throw you a carrot:
Tell me your best guess on how you would improve that pitch above.
I won’t be publicly sharing my answer, but I’ll reply to you with my ideas.