Hey there,
The clients who can't afford you will cost you everything.
I built a group version of my work earlier this year. Sold the first cohort at a steep discount while still testing the material and format.
Even as a prototype, the people who experienced it, loved it. Genuine results. Raving testimonials I didn't even ask for.
An obvious success story? Maybe.
So I ran it back for a second cohort. I adjusted pricing from beta to market-ready. But still way more affordable than what I charge my one-on-one / done-with-you clients. Naturally.
Then I looked at the sales data. Er, lack of sales data...
The people who had been telling me for months that they wanted to work with me but couldn't afford the 1:1 - ones who specifically asked for something more accessible -- didn't buy.
Meanwhile, on the other end of the spectrum, the clients who prefer working with me 1:1 at 5-10x the price of the group? They buy without blinking.
I sat with that for a long time.
Mostly, because it was revealing a problem I genuinely didn't want to face… I had been building for the wrong person.
Before we move on, please hear me when I say this. This segment of clientele - the entrepreneurs without the cash to invest in growing their own businesses - I have the utmost respect for them. I have been them for the majority of my entrepreneurial journey.
Hard working. Brimming with grit, passion, and expertise. Phenomenal humans.
Just wrong for my business.
But let’s back up a sec to understand how we got here…
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