How to Price Anchor Your Service (An Example for Nutritionists)
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- In today’s Matt Hack, I answer a question from the owner of a nutritional consultation service
- How can he price anchor without comparing himself to the competition?
Hi, guys. How are you?
I’m Matt Ackerson, the founder of AutoGrow.co.
In this video, I’m answering a question from an audience member—his name is Roysam, but I’ll just call him “Roy” for short.
Roy is, I believe, the owner and/or founder of Nutriviaje, a nutritional consultation service based in Venezuela.
What’s The Most Effective Way For A Nutritional Service To Price Anchor?
His question is this:
Hi. Your article was pretty interesting. In my case, I am a nutritionist and I sell consultations one-to-one and I’m also going to launch a more complete program that includes a personal trainer, support group, and other things. My benefit is that I can help you to lose weight from up to 6 to 12 kilograms (which is about 10 to 30 pounds) in three months, but in a healthy way. Flexible, eating real food, no restrictions, and also maintaining the lost weight over time. Can you help me with my price anchoring?
This was actually a follow-up question to the previous Matt Hack post which gave examples of price anchoring, if you want to check that out.
Incidentally, I used to have a close friend who had a nutritional consulting business. He was also a personal trainer, so he’d offer the whole package: meal planning and workouts.
Also, because I feel like this is relevant: when I wrote the Sales Funnel Blueprint course, it was actually written from the perspective of a personal trainer.
So this is a business and a market that I’m a little bit familiar with, and I’m excited to answer this question.
Leverage The Benefits
Based on my experience, you don’t want to price anchor against your competition. Instead, anchor against the questions, “What are the repercussions of not having your services? Of not having good nutrition?”
In my mind, I envision two graphs:
One graph represents the small, small cost of your nutrition services over the course of a few years.
The other represents the cost of massive healthcare bills towards the end of your shortened life because you just didn’t take care of your body.
You didn’t treat food as your medicine. Instead, you waited to use the medicine that comes from healthcare, for cancer treatment perhaps, or other bad things that just come from having a not good diet.
I think Epicurious wrote, “Let food be thy medicine and medicine be thy food,” just to paraphrase.
What is persuasive about this is that it just makes sense. Having a poor diet and limited physical activity is linked to several types of cancer, and that’s a pretty well-established thing.
There are a ton of studies out there link a vegetarian diet to reduced cancer risk.
Also, there are other correlations out their showing that if you eat certain kinds of meats, like a lot of processed meats, you risk of certain types of cancer goes up.
So, there is a very rational and scientific foot to stand on in terms of showing people a graph along the lines of:
Use our services, maintain good nutrition, lose weight, and eat right vs. the cost later on of expensive healthcare that’s going to be much more uncomfortable and not make you happy for potentially a period of years.
So, that’s how I would price anchor for nutritional services and nutrition consulting!
I hope this was helpful to you, Roy.
Give me your feedback, leave a comment.
And if the rest of you would like me to consider answering a question about your sales funnel, or about sales funnels and digital marketing in general, in a upcoming Matt Hack video like this one, do leave a comment and let me know.
I’d love to hear your feedback in either case.
And if you like this video, please share it. Give it a thumbs up. Leave a comment.
As always, my name is Matt Ack in the Matt hat delivering you your daily dose of Matt Hacks.
Keep hustling, stay focused. I’ll see you soon.