What to include in your Pricing Guide
The value of having a good Pricing Guide to send to potential clients as soon as they land on your website or in your inbox, is incalculable. It shows you are organised, efficient, prepared and it also gives you another opportunity to show off your product or service. It could be your stunning photographs if you’re a photographer, you’re beautiful illustrations if you’re an illustrator, your cakes, your grazing platters… you get the drift.
So, what should you be including in your game changing pricing guide? I’ve outlined what I think are absolute essentials. You can definitely add more (without going overboard, no one wants to read a novel at this point) but these seven things are non-negotiable inclusions. And there’re in order too. Which is also super important as you want to tell your story first before you start talking dollar bills right!
Thank you
Every small business needs and loves enquiries. Of course you hope those enquiries turn into bookings so this is where you can help that process along by saying a little thank you. Thanks for getting in touch, thanks for taking the time to look at my website and my work. Let your potential client or customer know you appreciate that they are considering you for their wedding, special event, project.. whatever it is they would like your help with.
Introduction
Once you’ve said a quick hi and thanks, introduce yourself (and your team if you have one). Let the client or customer know a little about what makes you tick, be candid, give them a chance to get to know you and what makes you unique. People often make their decision to purchase based on an About Page of a website. This is an extension of your About Page so use it to your advantage. If you have professional pictures of yourself, use them. They don’t have to be head shots, in fact, the more candid the better. And even better still if they show you killing it in your working environment.
Referrals
There is no better way get clients on board than a referral from a friend or a happy customer. Use those lovely words of support and thanks from your past clients to secure your new clients. Provide their names and where they come from. If it’s another business, give the business name as well and if you’ve designed a website or brand for them, show some images of your work. I go into sharing images a little later in the article.
Your Packages
The goods. What is it that you offer. List your packages and their prices!! This is a no brainer for me but some people don’t list their prices and prefer that the client contact them to discuss. This drives me a little nuts and I usually ditch a potential service provider at that point. I want to know what this is going to cost right there and then. That’s just me, you might be different… but seriously, I would include your prices. Don’t forget to include any travel or other additional costs.
Your Process
OK so now we’re getting into the nitty gritty. Describe your process in a clear and concise way. Tell the client what the next steps will be, explain how the booking will work, how payments are made and of course, how the project will be completed. Obviously this varies according to your business so will contain different information for different services. Again, you’re not writing a novel so be clear and concise with the essential information. If you use a Client Management System, explain how this will make their lives easier and again, how it works. Include details about any after sales/project services and support.
Frequently Asked Questions
If you’re anything like me, you’ll always have more questions. Think of the things you would ask if you were enquiring about this service cause those queries are bound to be the same ones your clients will have. Take a couple of pages if you need to. Include any relevant information according to your service. You might also want to reiterate how you’d like to be paid and any timeframes surrounding payment.
Your Contact Details
Don’t forget your contact details! The most important information is how to get in touch with you. If you have a real life high street shop front, include the address and opening hours. If you have social media accounts, let your clients or customers know so they can check out your amazing Instagram feed or scroll through your Pinterest account. If you social’s look great and offer valuable information, this places you in the market as a expert and don’t we all want to work with experts!
High Quality Images
Make sure you use high quality images throughout your Guide. Use pictures of your products or services to show off your talent! Not only do they look good but it shows your potential client or customer what you can achieve with their event or project. A great way to show your off your work if you’re a designer, illustrator or artist is to use product or device mock-ups. A few great sites for mock-ups are Moyo Studio or Creative Market. You’ll generally need some Adobe Photoshop experience to use these but there are free options on Canva as well.
So, good information equals less confusion
The more quality information you have in your Pricing Guide or Welcome Booklet the better. It can save a lot of time with back and forth emails about what’s included in your packages, what’s not, how the payment works and all those sorts of questions. But I think more importantly than that, it shows you are in control of the process. I know when I’m looking to use the services of a professional, I like to see they are on top of everything, that they and literally read your mind and answer a question before you even ask it.
If you need help with your project resources like Pricing Guides, get in touch here, or you could read my blog about Choosing a Colour Palette for your Business.