I don’t care what business you’re in, tire kickers will find a way to waste your time one way or another. Tire kickers are very similar to window shoppers. These are the people who want nice things but when it comes to paying, they’re more interested in getting the best deal or as much as they can for as little as money as they can.
When people go shopping, whether it’s for a minor purchase or a large ticket item like a new car, price will always be a determining factor. If they feel the cost is worth it, they’ll pay it and if they don’t, they won’t.
Making the decision to purchase something or not is pretty simple when buying tangible items. But buying something non-tangible or service-oriented items, it’s not as simple.
When it comes to spending money on career services, the real purchase is your industry expertise, the coach/client or writer/client relationship, and the experience and results they have working with you.
On that note, how can you as a career service professional make it easier for people to make the decision to invest in your services?
One way to make it easier is to not place so much emphasis on the tangibles. For example, the number of coaching calls per month, resume consultation or follow up calls, document revisions, or downloadable reports your service offers.
The key is to focus and place emphasis on your value as an industry expert—the benefits of working together and results you can deliver if they select you to be their career coach or resume writer.
In other words, people want and need to know that you “get it” when it comes to helping them solve the challenges they’re facing in their job search and that you’re able to provide them with results.
How do you want to be perceived by potential clients?
Do you want to be known as the cheapest coach or writer to work with? Or, the career coach or resume writer who has a genuine interest in each an every client they work with and who is committed to seeing them conduct an effective and successful job search?
It’s all about positioning and establishing yourself as an expert in your field.
Communicating and demonstrating your talents and strengths as a highly qualified industry expert meeting specific needs of your clients is what will instill confidence in job seekers and you being worth the investment.
Thousands of career services can be found online but once job seekers start taking a closer look at the service offerings, it won’t take long before they realize which ones provide real benefits and value and which ones scream out “Hey, we’re cheap and mediocre, come work with us!” That being said, ask yourself this question:
Do I want to appeal to bargain shoppers seeking the cheapest price possible or do I want to appeal to those who want to work with a career expert like myself who is just as determined as they are to reach their goal?
3 Ways to Get Rid of Tire Kickers
- Market and position yourself as an industry expert offering significant value, industry expertise, and professional career services (not a bargain coach or writer). And, don’t be afraid to charge what you’re worth.
- If someone tells you they can get the same professional career services for a lot less money from another company, recommend they go back to that company and tell them that if they don’t see results to contact you again. TIP: A person telling you that your services are too expensive is a clear indication of a “tire kicker.” You don’t have time to wheel and deal, you have serious clients to serve and attend to!
- If you do decide to negotiate your fees, don’t negotiate price alone. Take away a product or service that’s included in your coaching or writing package. When you do this, you come across as being cooperative while at the same time letting potential clients understand that decreasing your price means they’ll have to be willing to give up something too.