Why Clients Will You Pay Higher Rates

My husband Greg and I moved to Virginia at the beginning of the year. The most stressful part of the move for me has been finding a new hairstylist.

I don’t consider myself high maintenance in the personal care category, but I have invested 8.5 hours and hundreds of dollars in my hair care in the last four weeks, and it’s still not right.

Allison, my stylist in Connecticut, isn’t likely more skilled than my new stylist in Virginia, Annie; they both have about 30 years of experience. But Allison has more than eight years of experience with my hair. She knows what I like and don’t like and has the formula for hair color that works. That is priceless.

If I could have the same experience with Annie right out of the gate, I would gladly pay her Connecticut rates. I admit I was thrilled when I learned of the lower rates for hair care in Virginia, but price stopped becoming an important factor very quickly.

And that got me thinking about the age-old question my Virtual Assistant students ask about why someone would pay them $50, $60, or $70 an hour when someone else will charge them far less.

It depends on what your clients are looking for.

For some entrepreneurs, mostly those who can’t afford you, your hourly rate is one of the most important factors when choosing who to work with. You can always tell when you’ve met someone driven by price because their first question is, “How much will X cost?” This is a red flag.

Clients who can afford your hourly rate and are willing to invest in their businesses ask questions about your experience, work style, and how you can help them. This conversation feels more like a collaboration than a transaction.

This type of client wants a long-term relationship with their Virtual Assistant. They’ve likely been referred by someone they know and trust. They want the right person to stick with them and continue learning about the best ways to work with them so they don’t have to start over again.

Cost is secondary.

Next time you wonder why anyone would pay more, think about if you’re offering what high-paying clients are looking for: commitment, reliability, professionalism, timeliness, and trustworthiness. You can stop thinking about what someone else is charging. That has nothing to do with what clients will pay you.