“My market just won’t support that kind of sale.”
“If I hear one more person tell me to ‘work smarter, not harder’, I’m going to end up on the news tomorrow.”
Raise your hand if you’ve ever identified with those statements. (pssst – if you’re not raising your hand, you’re a dirty liar.) It’s true. We’ve all been there. But the great news is that you don’t have to stay there. In fact, the solution to your problem may actually be very simple:
You may be stuck in no man’s land.
Think of the Boudoir Business as a Restaurant wine list. If you’re on a budget, or you just can’t really tell the difference between a $5 bottle of wine and a $50 bottle of wine (no shame!), then you’re going to opt for one of the cheapest options. But if you really want to treat yourself and splurge on a nice bottle, and you value good wine enough to know what the best is, then you’re headed straight for the most expensive options. No one spends any time in the middle.
Our industry is much the same: On one end, those looking for the $50 session+DVD, on the other those looking for the best quality. To the latter, price is an indicator of that quality they seek. There are very few clients spending any time in the middle.
Here’s the dirty details: When opened my doors I set myself squarely in no-man’s land. I wasn’t going to be the cheapest on the block, but I didn’t want to price myself out of the game, either. For the first few months, my average sales were about $400. By the end of the first year, I’d gotten that number up to about $800, but the number of clients in the door was dismal. I didn’t always manage to even get one client in every month, and my busiest ever had three.
Realizing that I’d rather go out of business than continue to run myself into the ground for nothing, I raised my prices and redesigned my menu. I was more than half convinced that the flow of clients would dwindle to nothing, but to my surprise, it was as though the floodgates had opened. Now, less than one year down the road, my average sale is $1800 and growing. My busiest month since the change had 10 boudoir clients, and my slowest 3. I’m not where I want to be, yet, but I’m a heck of a lot closer.
Is there any guarantee that your experience will be the same as mine? Of course not. But the statistics support the principle. Clients are either looking for a bargain, or looking for the best. Find a way to get yourself out of no-man’s land.