if you're a freelance web designer and what you're trying to do is increase your sales and increase your conversion rate then you need to stop selling websites and do what I'm going to share with you today let's [Music] go so think about it right when you buy a flight ticket what are you really buying are you buying the ticket because of the airplane do you really care about you know what model of the airplane is right what are the technical details of the airplane what what engine does does the airplane have right are you interested
in the people inside the airplane that are going to conduct airplane are you looking at their you know curriculum seeing what experience do they have do you know that they their names right you're not really buying the technical details of a flight what you're really buying is first off the trip right so you want to go from point A to point B and the end goal behind the trip is really the memories it's the cosmo Vision right it's the adventures it's being able to tell the stories when you come back and you know see your
friends see your family and say you know what you know in this other side of the world things are like this and you know I've you know this is the adventure that I lived and and you know you have new memories you have new ways of seeing life and you know that's what you're really buying when you buy a flight ticket you know imagine an airplane or an airline sorry selling like this fly with us and experience top tier Aviation our Advanced commercial aircraft boast Precision aerodynamic I can cannot even read it aerodynamics high performance
engines and Cutting Edge Avionics crafted from lightweight Composites are are planes ensure structural Integrity with minimal environmental impact like oh really tell me more I'm fascinated right and yet you're selling how user Centric your websites are now I've been there okay so don't worry it's totally normal but one thing that I I see a lot is like I design websites with a user Centric approach or I create beautiful and engaging web experiences I design bespoke websites handmade for each client right and all those phrases all those like cliches um they are really speaking about the
features of a website it's like talking about the features of the plane or talking about the route that the plane is going to go through or talking about who is the captain of of the airplane right people when they are buying buying the ticket don't really care about that so what I want you want you to like think about is instead of selling features when you're selling websites if you want to command premium rates what you need to learn is to sell the benefits of a website now like I said it's the trip but not
only the trip more deeply than that it's the memories okay so how can we translate that to websites so basically you can say things like I help businesses get more qualified leads so that's a benefit so it's that's like selling the trip it's a good start um or you can say I help businesses increase their yearly Revenue great start it's selling the trip instead of selling features um now if you want to take it one step further you could say things like I help businesses scale to have more financial PE or let's say that your
Niche is within parents B parent business owners you could say I help parent business owners free their time to spend more time with their kids right that's like a it's a benefit but it's not only like a a surface level benefit it's a more deeper benefit so let me explain a little bit of what going deeper means so first off let me show you this graph graph here and basically this is like the the mow hierarchy of needs but I I have inverted it and create like an ice Iceberg version of it so basically the
idea here is that you instead of having a pyramid right that it's going up what I want you to think about is that the top of this Iceberg are the surface level things that you can sell right or that basically the things that your client is looking for so things like for example air water food shelter sleep clothing right those are physiological needs that your client needs right it's it's okay that you talk about that but that's surface level so be below the surface right just below the surface you have safety needs so personal security
employment resources health and property so that's just below the surface now if you go one step F further you can find love and belonging right friendship intimacy family sense of connection if we go deeper you will find self um esteem right respect self-esteem status recognition strength and going deeper than that it's the desire to encap your Highest Potential like self-actualization basically being the most that one can be right now let me give give you a quick example of what I mean with this right let's say that you're on a call with a prospect and you
ask a question like for example what is your goal with a new website and you get an surface level answer right so a surface level answer would look like for example I want to increase my sales okay now if you stop there you're not going to get to the root of this and if you don't get to the root of this it's much more difficult for you to really show your client without telling them right just by asking them question and helping them surface to the level what are the deeper needs that you're wanting to
solve or you know supply for um and so if you're able to go deeper than this you're going to be much more likely to close sales and sell at a higher price range so for example going deeper right a deeper question would be great like it's great that you want to increase your sales now why would that be important for you right not assuming that everyone's goal to increase sales is the same you want to ask right why increasing sales is important for you and maybe you get the answer that you know maybe the client
says well because we're having a sales slum lately okay that's a little bit deeper right so now you found out that in their business there's a SL sales slum right and they're trying to figure out what's happening right now let's take it one step further and let let's ask one more deeper question to the client right so you can see something like hm I see and how is that really impacting your business and your life like having this sales lamp and the client might say well to be honest we're pretty stressed with the situation I'm
staying late nights and I'm missing spending more time with my family lately so by asking this Iceberg deep questions like I like to call them right you can get to the roots of what's really going on in their lives and in their businesses why they're trying to solve this problem what why they're trying to hire an expert to make their website it's not only about getting more sales but what that's going to do for their business and for the life so basically in this case right if they are missing spending more time with family lately
right you could easily say okay so what you're trying to achieve with this website is to free your time to be more present for your family right and so let's say that you get to um you know saying the what the price is And discussing next steps and you get an objection maybe the client says well you know 10K 20K sounds like a lot uh what you can do then if you asked the right questions is to go back to this um this deeper level answer that they gave you right and say okay Mr client
I understand that 10 20K whatever the price is sounds like Lots now you told me that you want to spend more time like you're missing spending more time with your family right so how important is that goal for you and if that goal is very important let's say that the client says well it's very important well what if what if you wanted to put a price to that to the time that you're not being able to to be present for and spend time with your loved ones right would you be able to put like a
number to that well not right probably he's going to tell you like it's impossible so you can use that um that information right not to not to convince them right but to help them realize that the investment is worth the money you know what I mean so it's not only about you know just figuring out what the client needs it's about understanding that when you drop high price like let's say 20 10 20 could be 100K doesn't matter like what the price is but the thing is like if it's a high price if you don't
tap on the deeper needs it's going to be very difficult for your client for your prospect to see the value of investing in it right and then they're not going to get your expert help and maybe they go DIY this right and you know it's not going to be great for them it's not going to solve their problem they're going to still be in pain now if you price a website right based on the features based on the things that the surf level things that your client is trying to achieve granted it still might be
valuable but if you can really go deeper and find out what your client is looking for then it's going to be much easier for your client for your prospect to realize the value of the work that you do right so in conclusion you need to stop selling websites and you need to stop selling brand identities and what you need to do is rather sell the transformation speak to the deeper needs not the surface wants your clients don't want a website or an identity what they really are looking for is you know the transformation their of
their business that that your website can provide them right but if we go one level deeper it's important to understand what the transformation to their business is going to do in terms of their self-esteem and their self actualization so if you want to learn more about how to sell websites like an expert and you're tired of trying to do this on your own apply to join the bone Club I love to talk with you and see if you're fit to join the link is going to be in the description and to make sure that you
don't miss any of my free content make sure to subscribe to my newsletter it's a 9,000 plus newsletter where I'm sharing business mostly business tips uh for freelance web designers and so if you want to stay up to date and you know stay up to date with the latest videos the you know the resources that I put out there when I go live and stuff like that make sure to check uh you know subscribe to my newsletter the link is going to be in the description so that's it for today's video I really hope that
you found value out of this and as always let's Bridge the cap one pixel at a time and here's a business playlist that I'm going to leave you for you if you want to scale your profit and income to be more financially peaceful and have a more creative challenging web design career so see you there
