Transcription
Today I will show you how to attract high-paying customers with a customer value of €15,000 and more. This does not come from any book or other YouTube videos, but from the last 6 years of experience, during which I was allowed to accompany 1300 freelancers in implementing this for themselves. And at the end of the video, you will know how you can free yourself from the price war once and for all. My name is Maron, I am the CEO of Finity Freelancing. We are a consultancy for freelancers, agency owners, and B2B services. Last year, I generated one million profit before taxes with my GmbH. And the difference I see across the board between clients who earn €100,000 a year and clients who earn €500,000 a year or a million a year is one single big difference. That is the ticket size, the deal size, that they attract with their service. You must, and I will take the example of mice versus antelopes. Clients like Daniel, for example, is a client of ours, a great guy, he does AI consulting and implementation for medium-sized businesses. We have, for example, a client who came to us and said: "Wow, I'm at about €5,000 to €10,000 when things are going really well, €10,000." He didn't change his skills, but he changed the way he made his offer, and now a few months ago he narrowly missed the €250,000 per month award. An average customer now brings me between €50,000 and €100,000. It is extremely difficult to earn half a million a year with €2,000 orders. You would need 250 €2,000 orders to earn half a million a year. But you would only need five orders to earn €500,000 a year. That means you should hunt antelopes instead of mice, because the hunt is equally strenuous. The sales process is similar, and generally, the higher-priced clients are also more relaxed because they have other things to do, because they have a business running, instead of constantly saying, "For these €2,000, I'll still get this and that and that and that." That's why you have to increase the ticket size. And for that, I'd like to explain the pricing matrix to you. How can you increase your ticket size with your pricing? So, you have a pricing matrix here, which looks like this. So, we have premium here, and at the bottom we have, these are the prices, and here I have a relaxed market, relaxed, and here on the right I have a tense market, i.e., difficult market situation. So, how are the service providers doing? Here at the top left is the street spot. Premium prices work here. This is the comfort zone. You have a relaxed market and standard prices. People buy the bread-and-butter business. But differentiation hardly works here. Then I have the danger zone at the top right. So, here premium prices are suddenly questioned. That means, here you are where people say: "Hey, why are we still paying this?" This is happening to many people right now, that their prices are being questioned, they say: "Hey, the customer doesn't want it." Here you are in a fight for survival. This is also like, it goes down a spiral. This is when you have no differentiation at all. That means, here you are in comparability. Comparability. in a tense market. Here you are in comparability in a relaxed market. This is a bit more neutral here, that's why I'm not using red, but rather comparability here. So, how can you survive in a tense market and still survive, and one thing helps you with that, and that is the following people who survive in this market. And that is the Category Kings, as you might call them, Category Kings, market leaders, whatever. They have an offer that is impossible to refuse. That means, in a tense market, which we have right now, you want to be here. Here you survive the million-dollar question. What is the difference between these two here? He has a good service, but suddenly they look at it with a sharpened pencil, "Hey, can we get this cheaper somewhere?" With Category Kings, it's impossible to refuse. And that has to do with the following, if you want to sell offers like this in this market too. I noticed this with us, for example. Last year, when so many competitors were eliminated, when so many were struggling, we had our most successful year, i.e., we achieved the highest profit in 2025 with over a million, because we have an offer that is impossible to refuse. How do you create an offer that is impossible to refuse? I will show you the concept of the trust triangle. That means, this is the trust triangle. Here at the top I have, how good is this person, how competent are they. Here I have confidence, how likely is it that I will also achieve results, and here I have likeability. How likeable do I find the company or the person or the company? With likeability, people say yes, but I have a large agency, I have a brand, I am not a personal brand. Do you remember when people were sticking to Tesla because Elon was going crazy, I bought the Tesla before Elon went crazy. That shows how important likeability with the company is. That means, the bigger your trust triangle, I call it trust triangle, the more impossible to refuse your offer is. The winners of the current time in a high market tension are the people who enjoy the greatest trust. And now many people think, Maron, how do I achieve this, that I build this trust? Content visibility. My question to you, the content you posted this week or this month, which of these points of the trust triangle did it contribute to? If it didn't contribute to any of the points, you can save yourself the content. Does it contribute to your competence, a video like this, where someone says: "Hey, he really knows his stuff." Or does it contribute to confidence? I just mentioned Daniel, the client who made €5,000 to €10,000 and is now selling AI-related ticket sizes of €50,000 to €100,000. Confidence, if you are in the AI field now, you are like: "Wow, okay, that's impressive." That means, it makes you confident that it will work for you too. Likeability is when I talk about the fact that I skate or have a fingerboard here, because you might be able to relate to it, and here you have sub-points, where you say, I consciously show four aspects of my personality that I share again and again. And through this, if you share this regularly with a target group, this triangle will grow bigger and bigger and bigger. And the bigger your trust triangle, the more impossible to refuse. And at a certain size, you become the number 1 go-to address for this product, for this service that you offer. Provided you have a good service. If you want to check if you have a good service and how to package it attractively, you can click on Qode, enter your skills, and our AI will package your service for free, you can enter it and try it out. It works like a charm, we have compiled and developed it from the data of the last 1300 clients. So, that's the trust triangle for now. Now I have a pro tip for you. You can charge the trust triangle once through content, but you can also charge it through collaboration. Why? The price you charge, that is the price you charge, is always in relation to the trust triangle. That is your trust triangle. If people end up in sales calls and start quoting my YouTube videos, then I have a larger trust triangle, and that's what the client sees. For people who don't know me at all, the price is more difficult than the trust triangle. Now I'll tell you a really good pro tip, what works extremely well with our clients. Lower your price at the beginning. That means, do it as follows, that you have price here, I'll make it even smaller, so, and you have the same trust triangle as before, but the price is now easier. Why? Because it's smaller. That means, if you make your price smaller, you can close deals with the same trust. Let's speak in normal language again. Let's assume you tell someone: "The collaboration with me costs €50,000, €1,000, but you have a small trust triangle, then this happens above. But if you say: 'Hey, the collaboration with me for the first step costs €3,000, then you don't need as much trust.' Why? Because the price is much easier. And the exciting thing is, you can also build up the trust triangle gradually during the collaboration by emphasizing competence, confidence, and likeability. How did we do that with the client I just described? He said, I'm doing a workshop for €2k to €3k. From the workshop, I'll take an AI topic for €8k to €12k. Hey dear client, do you want me to accompany you for 12 months at €8,000 per month for the big thing? What happens during the workshop? The workshop is nothing more than something where I prove my competence, where I offer the client confidence, and where he gets to know me as a person, especially if it's in person. That means, this is how you ensure that you really develop the client, and this is how you ensure that you can say, hey, I don't need a huge brand to get into this high-price segment. I can also get a foot in the door with a more manageable brand, because let's be honest, who among us has a huge brand, who among us has a huge personal brand? I can't assume that for everyone, it takes a lot of work, but I can get a foot in the door with a certain external presentation and say, okay, here I have my small offer, then the offers will get bigger. And what's important here is that you build these offers so that they click together beautifully. That means, click, click, click. What does that mean? The workshop should not end with "yes, let's talk about next week and then we'll see if and how we continue working together." The workshop ends with me saying, dear client, we have now worked out these measures with these tickets that you see on the whiteboard. How would you prioritize the tickets for the next quarter? Which things do you want to tackle first? So, for which things do you need support? Why do you need support? And then you can say, I will accompany you. Two tickets in parallel cost this much, three tickets cost this much, one ticket costs this much. This is how you can build it up gradually, and your trust triangle will grow during the collaboration. And that's why we did so well last year because we have such good word-of-mouth, and because many clients who have known us for years only bought from us then. This is now only through external presentation, but you can also charge the sales triangle through collaboration. So, now to get into spheres of €100k+ months, your ticket price, your customer value should be at least €15k. What do I mean by customer value? You just explained that it can cost you €2k to €3k. That means, let's assume you have a workshop for €3k, and then you sell something for €30k, and every third person buys it. Then I have a customer value of €13k, I'm calculating. It would also work if I have something else behind it, and then I also have a percentage. That means, 33% of them buy it. That means, that's €10k, which I then add. That means, each closing should be about for you. And that's the lower end. The example is a bit botched now, but if I take €35k, then it works out, or €36k, then it would work out. Then we are exactly at €15k. Your customer should have a minimum customer value of €15k, because here you need six customers per month, which is €90k, €90k times 12, then you are over 1 million a year. And that's how you build offers. Now the one million dollar question, how expensive can I be, or how should I define my price? How do I do that? After over 1000 clients, I can say, four to five times what you save the client or earn more. That means, if you are at €35k here, you should save the client at least €150k in an AI topic, perhaps through employee savings, by freeing up employee resources or generating more revenue over a year. The collaboration can also last three months because you have built something and it's finished, but also viewed over a year. That's a good guideline. Important. This will not work if others do the same, offer the same. That means, if both have the claim that they say: "Hey, we'll save you this and that," and the other has a larger trust triangle, then it won't work for you. That's why it helps to get this function with a lower hurdle. If you say, Maron, how could I design such a pricing here? Such a pricing ladder with these things. The QR code that is currently displayed, you enter your skills there, what you have earned in the past with these skills, and we will build such a ladder for you, completely free, it will be spat out. Scan the QR code and take a look. And if you want to learn how to sell something like this properly, I will also link a sales video here where I completely explain how you can push this scale a bit more with the value of the scale. That means you have built your offer once and have this scale, and then you are actually ready to go, to do that and to position yourself correctly. So, to summarize, we can say that this is our matrix with premium prices, standard prices, relaxed market, tense market. We are currently in a tense market, you don't want to be in survival mode, because then you only have to lower prices. In the danger zone is when you were previously at premium prices, contracts are currently expiring, and the client thinks, hey, I need to renegotiate now. You have to become a Category King. How do you become a Category King if you have the highest trust and the strongest brand? It has to do with competence, with confidence, and with likeability. Important, you can also build this trust during the collaboration if you can't start like that from the beginning and can gradually increase this triangle during the collaboration. So. And if you have done that or are going to do that, you need a really nice offer ladder so that with built-up trust, when the client has more commitment, you can bind them longer and commit them. This is the video. If you liked it, give it a thumbs up, subscribe to the channel if you are here for the first time. I will link the sales video in the comments below, and I will also link the AI where you can directly enter your things and get such a position ready. Until next time. My name is Maron from Finity Freelancing.