You've got an incredible all-access pass offer ready to go for your virtual summit...but how in the world do you decide what to charge?
I know it's easy to assume that someone isn't willing to pay for what you have to offer. But more often than not, it's a mindset issue on your end more than anything.
After all, people pay to have their problems solved every single day. And that's exactly what your summit and all-access pass do - they solve a problem for an insanely reasonable price.
So, boost those all-access pass prices, own the heck out of your offer, and get excited about the impact you're about to make!
Pricing your all-access pass can feel tricky. You don’t want to go so low that you devalue your speakers and their bonuses, but on the other hand, you don’t want to go so high that no one buys.
To help, let's start by covering the biggest all-access pass pricing mistakes and then cover my general recommended price range.
I tend to see a few of the same mistakes made with all-access pass pricing. These mistakes hurt your profit as well as the impact you can make for your attendees.
Now for my recommended all-access pass price range. Please keep in mind this is a general recommendation that works for most summits. Nothing is one-size-fits-all.
Generally, the minimum price you should ever sell your all-access pass at is $47, even if it’s only presentations. Anything lower is showing attendees you’re not selling something valuable.
On the other side of things, generally the maximum price an all-access pass should be listed for is $197. Anything higher will decrease your conversion rate in most cases.
Really, it’s a gut feeling.
If you want a more concrete answer, add up the value of everything in your all-access pass and see where you land. For example,
Add everything up and see what your total is.
Generally, you want the total value to be at least 10 times what you charge. When this total value doesn’t fit into the recommended price range, that’s where a gut feeling comes in.
When I create my all-access pass for my summits, I like to have two tiers of all-access pass pricing. My pricing looks like this:
I’ve seen all kinds of things work well, so go with what works best and feels best to you.
Now it's your turn! Do some brainstorming on what kind of all-access pass price feels good for you.
If you haven't yet, also take some time to consider what types of limited-time offers you'll work into the equation as well.
Learn how much time to set aside for planning and launching your profitable, stress-free online summit and use my calculator to set the due dates for you.