Their head

Working with you has to seem smart. The client should look at their options and think, “This is a good deal.”

That’s the idea behind Papa Bear Pricing: every option you put in front of them feels like a steal.

Ask yourself: can the client easily explain why hiring you is a smart move?

Their heart

A smart idea still isn’t enough. Think about going to the gym or cutting out sugar. Everyone knows those are smart. Plenty of people still don’t do them, because they don’t feel good.

So working with you has to feel good too. Help the client picture the work ahead. What will it be like when the project is underway? Maybe it’s the first time their team feels proud of their site. Maybe it’s the relief of handing off a problem they’ve been carrying for months. Make the work sound exciting, fun, or stimulating.

Ask yourself: Does the client look forward to the process as much as the result?

Their butt

Butts like to sit. They like to chill. They like to keep doing what they’re already doing.

Until something makes them want to jump out of the chair, get moving, and maybe even hoot and holler. That something is urgency. The client needs a reason to act now, because the offer won’t be here forever.

The urgency has to be real. Don’t fake it. A real reason might be that you only have room for two new clients before Christmas and four are vying for the same spot. When the deadline is true, people can feel it and are motivated to be first in line.

Ask yourself: Does the client have a real reason to make a decision this week and not “someday?”

If a sale is stuck

When you can’t close a deal, one of the three is probably missing.

Ask yourself: Did I appeal to their head, their heart, and their butt?