Thursday’s profit tip for authors

I often wonder why more authors don’t make it easy for website visitors to find the answer to the question: How much do your coaching programs cost?” Doug Stevenson Story Theater International, “Your how-to resource for storytelling in business, advanced presentation skills, keynotes, and workshops,” is one of the few author websites that makes it very easy for visitors to learn the various coaching options available and how much they cost.

Doug, of course, is the author of the popular presentation guide, Story Theater Method: Strategic Storytelling in Business. Doug’s book was previously titled Never Be Boring Again!

Doug Stevenson’s approach to selling his coaching services is simple and straightforward. It’s a model that many authors might want to use as a model for their programs.

To learn more about his coaching services, Doug’s website visitors are encouraged to click the the Coaching Sessions and Packages link.

This reveals a list of Doug’s coaching programs and their costs.

Four different programs are displayed at a glance, along with the associated costs.

Clearly displaying the costs of each program right up front helps visitors qualify themselves. They can see at a glance whether or not they can afford the sessions, or explore other options that Doug offers.

More important, clicking the title of any of the coaching programs shown above reveals details about the specific option, as shown below.

Clicking the title of the first package, for example, reveals full information about the package, including important supporting details and ordering information.

Note the economy of the entire sales process. In just two clicks, prospects have been taken from a generalized interest in Doug’s coaching services to a location where they can not only examine the program’s offerings, but prospects can begin the purchase process.

Note that there is an opportunity for buyers to enter a promotion code, they can specify how many individuals are going to attend, and the bullet list offers a variety of coaching options, i.e., in person in Colorado Springs, CO, by phone, or by reviewing previous presentation scripts or videos.

Finally, attendees are invited to let Doug know if there is a specific deadline that must be met, i.e., an upcoming presentation or speech.

Is your website’s sales process as streamlined as Doug Stevenson’s?
Do you make it easy for prospects to find out what you charge for coaching, and what options are available? Have you streamlined your options to four, easily-explained programs that make it easy for both you and your prospect to make the right choice–and act on it?

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Question: What’s your opinion about placing sensitive pricing information on your website, where anyone–including your competitors–can find it? Are you as open about your programs and prices as Doug, or do you prequalify prospects before you share your prices? Is Doug taking the chance of scaring prospects away? I’d love to hear your responses, as comments, below.

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