Concierge Archives - Business RadioX ®

The Pricing Journey of a Professional Concierge

February 21, 2022 by John Ray

North Fulton Studio

The Pricing Journey of a Professional Concierge

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The Pricing Journey of a Professional Concierge

On a recent show I hosted, Julie Hullett, a professional concierge based in Nashville, told the story of her pricing journey and how raising her pricing fundamentally transformed her business. The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

To connect with Julie, go to her website. The complete Nashville Business Radio episode on which she appeared can be found here.

TRANSCRIPT

John Ray: [00:00:00] Hello again, I’m John Ray on the Price and Value Journey.

John Ray: [00:00:04] Recently, I welcomed a professional concierge to one of my shows. Julie Hullett is her name. Julie Hullett Concierge is her business. She handles a wide range of personal concierge services for clients, everything from grocery shopping and delivery to paying bills, to running errands. She seems to do just about everything that a client might need to save time. She also does event planning and travel booking and has a relocation service. If you’re in Nashville, I encourage you to look her up. That’s where she’s based. She seems like she does a fantastic job for her clients.

John Ray: [00:00:42] Now, the interview we did was about her business and how she has grown, and she had a lot to say about how changing her pricing changed her business. Now, I didn’t bring this up. I didn’t ask the question. She brought it up on her own, which is telling, I think, because Julie understands how crucial raising her prices has been to the overall growth in her business.

John Ray: [00:01:06] Julie’s story illustrates the power of how changing your pricing can change your business for the better not just in terms of making more money, but in terms of working for clients who appreciate what you do, value it highly, and are willing to pay you for it. Let’s hear a little bit of my interview with Julie.

Julie Hullett: [00:01:26] Over time, my clientele has changed. Back to me running around and not making money, I wasn’t charging enough. And part of that, John, was because I didn’t understand the value of what I was offering. Right? And, as I saw that unfold and saw how much people appreciated it, I thought, “Well, maybe I’m missing something here.” And there was some fear around an increase because, you know, I think that’s natural with business owners.

John Ray: [00:01:53] Sure.

Julie Hullett: [00:01:53] But, guess what? I went up and my clientele changed, and I started getting a different set of clients who had different expectations and gave me bigger responsibilities. And I guess I kind of grew into the job, you know. And then, I became different. I evolved with it. And that’s pretty much my path. I mean, that’s how I got here.

John Ray: [00:02:15] And because of that change in your pricing, you attracted clients that valued what you do more.

Julie Hullett: [00:02:23] Correct. And that, you know, I realized what I had to offer people. Because, again, back to my very early comments, I’m really giving them their time back. That’s what they’re paying for. Because if I am doing the things we’re talking about like finding a therapist or taking the car to the emissions, then a dad gets to go to a soccer game with his son, right, or, the mom gets to take her mom out for a girls’ lunch and shopping. Or, you know, they’re doing things that are meaningful to them.

John Ray: [00:02:57] And you’re giving them something that’s priceless essentially is what you’re saying, right?

Julie Hullett: [00:03:03] Not to quote MasterCard, but, yeah, pretty much.

John Ray: [00:03:07] Let’s quote them. I love it.

John Ray: [00:03:12] So, what did we hear there? Well, Julie had a fear of raising her fees. That’s natural. We all have that. But she saw how her clients valued her services and she figured out where the client perceived value was and how much that value was relative to the low fees that she charged. Seeing that gap gave her the confidence to raise her prices. And then, that price increase actually attracted better clients.

John Ray: [00:03:40] Now, why would this be true? Because some clients may have looked at her early offerings, and maybe they thought the pricing was too good to be true. Or, maybe she hadn’t fully grasped the perceived client value, that time savings, and what they were able to do with that time. And she wasn’t talking about her services from that perspective.

John Ray: [00:04:02] She went on to explain the perceived client value quite well. It’s not that she is just giving time back, but she’s giving time back to do what? For dad to take, go to his kid’s soccer game or for a daughter to take mom out for a girls’ day out. It’s not just the abstract of getting time back, but the value of what clients are now able to do with that time, and those things that she described, those family times, they’re priceless.

John Ray: [00:04:35] You see, when you understand where clients perceive value, it makes it much easier for you to get over the fear of raising prices. And then, when you raise prices, you attract better clients.

John Ray: [00:04:51] Thank you, Julie, so much for sharing your story. Congratulations on your success. And keep up the great work.

John Ray: [00:04:58] Hey, and by the way, if you’re interested in Julie’s services, go to juliehulett.com. That’s julie, J-U-L-I-E, hullet, H-U-L-L-E-T-T, .com.

John Ray: [00:05:12] I’m John Ray on the Price and Value Journey. You can find our episode archive at pricevaluejourney.com. And if you’d like to get in touch with me directly, email me, john@johnray.co. Thank you so much for joining me.

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on: building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire, and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey — **John Ray, Host of “The Price and Value Journey”**

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Nashville Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,100 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

GWBC Radio: Madianite McNichol with Madianite Concierge Gifting Services

May 11, 2020 by angishields

GWBC Radio

GWBC Radio: Madianite McNichol with Madianite Concierge Gifting Services

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Dr. Madianite McNichol, President and CEO of Madianite Concierge Gifting Services, is a research pathologist, born in Haiti, Cap-Haitian, but raised in the Turks & Caicos Islands by a single mom of 8 sons and 2 daughters.

Madianite currently lives with her husband and 2 daughters in Buford, Georgia. She’s a former bodybuilder/figure competitor and enjoys weight-lifting, running marathons, shopping, and spending quality time with her family.

Connect with Madianite on LinkedIn and follow Madianite Concierge on Twitter and Facebook.

Show Transcript

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.

Lee Kantor: [00:00:16] Lee Kantor here. Another episode of GWBC Radio’s Open for Business. And this will be a fun one. Today, I have with me Madianite McNichol with Madianite Concierge Gifting Services. Welcome.

Madianite McNichol: [00:00:34] Thank you.

Lee Kantor: [00:00:36] Well, can you tell us a little bit about your service? How are you helping folks?

Madianite McNichol: [00:00:42] Oh, well, Madianite Concierge Gifting Services is a gifting experience company. Our main focus is to help that busy professional or that creative entrepreneurial innovative business to make an experience out of all their gifting occasion by taking the task of gifting completely off their hands and handling the entire process from sourcing and branding their gifts to beautifully wrapping and delivering to their recipient, we handled the entire process, whether it is a gift, something tangible, or an experience that they like to curate on their gift recipient.

Lee Kantor: [00:01:23] So, now, what makes a good gift? How do you know what the appropriate gift is for your client?

Madianite McNichol: [00:01:32] Well, that decision is really driven by a complication that we would typically have with our gift cert, if you would like to refer to them as that. The person looking to gift something would advise us on that recipient. Through a quick survey, we can determine whether that gift recipient is someone who would enjoy expensive wine, for example, or someone who will enjoy craft, or someone who perhaps does not prefer a chocolate or is allergic to nuts. And so, the experience is really tailored and catered for that recipient, so that it is something that is useful but, at the same time, can convey that recipient’s gift of gratitude.

Lee Kantor: [00:02:26] Now, how did you get into this line of work? Were you always good at getting people gifts?

Madianite McNichol: [00:02:32] It’s funny you ask. I’ve always been creative. And so, we discovered that there were a lot of creative entrepreneurs or innovative businesses that were looking for unique but yet convenient way to engage with their prospects or their clients. So, it was a no brainer that a service that can take that task completely off their hands, so that they can focus on running the business was essential.

Lee Kantor: [00:03:05] Now, what’s been the most innovative or interesting gift you’ve ever gifted for someone?

Madianite McNichol: [00:03:15] Well, it’s probably more common than people think but for us was very interesting. For example, we had a client that reside here in Georgia but really wanted to curate a experience for their son-in-law who was in the Virginia area that was really into craft beer. So, what we did is scoured their location around the Virginia area and talked to different brewers in that area to create a one-of-a-kind experience for that son-in-law. With our concierge approach, we were able to put a package together that would allow them to taste craft beer, some souvenirs from different brewers, and really tailor and create a unique day.

Lee Kantor: [00:04:03] So, you-.

Madianite McNichol: [00:04:04] So, although that sounds fairly common, but it was really something unique because it required some research.

Lee Kantor: [00:04:11] Now, so your client’s aren’t necessarily business people. They might just be doing this for a relative.

Madianite McNichol: [00:04:19] Correct. So, Madianite Concierge Gifting Services provides … there are two legs to our service. We provide a service for individuals. And then, we provide a gift event, calendar management for business owners’ event.

Lee Kantor: [00:04:36] Now, being a business that is run by a woman, do you think that there’s certain things that make it maybe challenging, more challenging that a man would face in business?

Madianite McNichol: [00:04:52] Absolutely. Women, there are many challenges that women entrepreneurs or women in business face. One of them is really defying social expectations. And most cases, women in business are expected to be a little bit more subtle and ideas-forward with their offering, especially during networking event. So, it goes with challenge. If a woman is a little bit too forward, you’re perceived as aggressive; whereas, if a male business owner may have had the same approach, then you would be considered as sharp or someone who’s very business savvy. But for women, it is perceived as aggressive.

Madianite McNichol: [00:05:43] Another challenge we face, and I think many business face that, is securing funding. A lot of women-owned businesses perhaps aren’t taken as serious. They’re probably perceived as hobby. And so, funding is not readily available. So, that’s a few, two of the many challenges that women in business will face.

Lee Kantor: [00:06:06] Now, do you have any advice for a woman that’s starting up a brand new business? What are some of the things that you wish you would have known when you started?

Madianite McNichol: [00:06:19] When I first started Madianite Concierge Gifting Services, one of the things I wish I knew early on is to be part of a community or part of an organization that will support and provide mentorship, especially in my line of business, it was not in a financial arena or one of those business arenas that are probably most common. And so, for me, finding mentors and organization that really could foster my creative endeavors was pretty hard. So, I wish I knew more communities and women organization that I could become part of to have that support.

Lee Kantor: [00:07:16] Now, how has GWBC helped you?

Madianite McNichol: [00:07:21] GWBC was actually one of the organizations that we stumbled upon that really has been instrumental in our growth, whether it was mentorship and really a wealth of resources that we could tap into. And so, there have been a great contributing organization to get to where we are currently.

Lee Kantor: [00:07:48] And when you going about doing your business during this difficult time, has there been any challenges that you’ve had to overcome during this crisis?

Madianite McNichol: [00:07:59] During this current crisis, this pandemic we are facing, some of the challenges that I think I’m facing and everyone is really finding unique ways to pivot and keep our business relevant; although our business is one that you would think would be most commonly used around this time of this pandemic because most people aren’t able to leave their home. So, using our service to stay connected to their loved one has increased, but sourcing the products that we need to provide a gift and the experience has also been difficult.

Madianite McNichol: [00:08:40] So, finding ways to remain creative and sourcing product that’s unique and really meeting the need of our client has been challenging. So, we’ve pivot with offering online tutorial where our client can probably design or create gifts that can be made from from home with products that’s already in their home. And so, we’re finding ways to meet that challenge by providing other options.

Lee Kantor: [00:09:16] So, you’re spending some of your time educating rather than necessarily selling, but that way, you can stay in front of the people that are important to you without being too salesy.

Madianite McNichol: [00:09:31] Exactly.

Lee Kantor: [00:09:32] And it is a tricky time now. How do you think that businesses in general are handling this new kind of work-from-home environment where maybe they were used to go into an office, and, now, they’re at home, and they’ve got their kids and their spouse, and it could get chaotic?

Madianite McNichol: [00:09:53] It could. It could really get chaotic. One of the things I think business owners or people who were formerly commuting or having to leave their home to do business, it’s hard for them now because they have to really find the balance because when you’re home, it’s hard to separate the two. You could have your business hat on all day but finding the balance to take time away, and enjoy a walk, or just really stepping away from your machine or your day-to-day routine to balance that one day out.

Lee Kantor: [00:10:38] Now, in your business, you mentioned the importance of having as a great support system. And you talked about GWBC. Are there other areas you go that kind of support you?

Madianite McNichol: [00:10:52] Yes, I have made it a point to join local chambers. Right now, we reside in Gwinnett. So, being part of the Gwinnett Chamber of Commerce, being part of the Atlanta Black Chambers, and being part of different organizations that we can tap into for resources.

Lee Kantor: [00:11:12] And then, does that help you just find other kind of like-minded business people, or do you get some education, or do you get some business? Like, what keeps you coming back to those meetings?

Madianite McNichol: [00:11:27] All of the above, really. There are resources for business owners, whether you’re just starting out or whether you are a veteran. There is exposure to connection and, also, exposure to look like-minded individuals that you can collaborate with and be inspired. So, really, all of the above.

Lee Kantor: [00:11:52] And now, if somebody wanted to learn more about Madianite Concierge Gifting Services and wanted to reach out to you, do you have a website?

Madianite McNichol: [00:12:01] Yes. If someone was interested in our services, we can be reached at www.madianite.com. That’s www.madianite.com.

Lee Kantor: [00:12:25] Well, thank you so much for sharing your story today.

Madianite McNichol: [00:12:29] Thank you. Thanks for having us.

Lee Kantor: [00:12:29] All right. This is Lee Kantor. We will see you all next time on GWBC Open for Business.

About Your Host

Roz Lewis is President & CEO – Greater Women’s Business Council (GWBC®), a regional partner organization of the Women’s Business Enterprise National Council (WBENC) and a member of the WBENC Board of Directors.

Previous career roles at Delta Air Lines included Flight Attendant, In-Flight Supervisor and Program Manager, Corporate Supplier Diversity.

During her career she has received numerous awards and accolades. Most notable: Atlanta Business Chronicle’s 2018 Diversity & Inclusion award; 2017 inducted into the WBE Hall of Fame by the American Institute of Diversity and Commerce and 2010 – Women Out Front Award from Georgia Tech University.

She has written and been featured in articles on GWBC® and supplier diversity for Forbes Magazine SE, Minority Business Enterprise, The Atlanta Tribune, WE- USA, Minorities and Women in Business magazines. Her quotes are published in The Girls Guide to Building a Million Dollar Business book by Susan Wilson Solovic and Guide Coaching by Ellen M. Dotts, Monique A. Honaman and Stacy L. Sollenberger. Recently, she appeared on Atlanta Business Chronicle’s BIZ on 11Alive, WXIA to talk about the importance of mentoring for women.

In 2010, Lewis was invited to the White House for Council on Women and Girls Entrepreneur Conference for the announcement of the Small Business Administration (SBA) new Women Owned Small Business Rule approved by Congress. In 2014, she was invited to the White House to participate in sessions on small business priorities and the Affordable Care Act.

Roz Lewis received her BS degree from Florida International University, Miami, FL and has the following training/certifications: Certified Purchasing Managers (CPM); Certified Professional in Supplier Diversity (CPSD), Institute for Supply Management (ISM)of Supplier Diversity and Procurement: Diversity Leadership Academy of Atlanta (DLAA), Negotiations, Supply Management Strategies and Analytical Purchasing.

Connect with Roz on LinkedIn.

About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business.

GWBC^® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.