Lorsque mon amie Gemma a lanc\u00e9 pour la premi\u00e8re fois son accompagnement en nutrition et remise en forme<\/a> Il y a trois ans, lorsqu\u2019elle s\u2019est lanc\u00e9e dans le commerce en ligne, son offre \u00e9tait simple : son expertise et son temps.<\/p>\n\n\n\n

Cela a suffi \u00e0 attirer les gens.<\/p>\n\n\n\n

Mais c'est le genre de personne qui\u2026 adore ce qu'elle fait <\/em><\/strong>et elle ne cesse d'apprendre. Elle s'inscrit sans cesse \u00e0 de nouvelles formations, cherche \u00e0 d\u00e9couvrir de nouveaux points de vue, et chaque client avec lequel elle travaille enrichit ses connaissances. <\/p>\n\n\n\n

Elle n'a cess\u00e9, parall\u00e8lement, de d\u00e9velopper son programme d'accompagnement : elle y a ajout\u00e9 des cours, une biblioth\u00e8que de ressources et des supports que ses membres peuvent utiliser de mani\u00e8re autonome.<\/p>\n\n\n\n

La plateforme de coaching qu'elle a mise en place au fil des ans est vraiment diff\u00e9rente de celle qu'elle avait lanc\u00e9e \u00e0 l'origine. Mais ses prix n'ont pas chang\u00e9.<\/em><\/strong><\/p>\n\n\n\n

Beaucoup de propri\u00e9taires de sites d'adh\u00e9sion se retrouvent ici, et je comprends pourquoi. <\/p>\n\n\n\n

Lorsque votre politique tarifaire fonctionne bien, on h\u00e9site vraiment \u00e0 y toucher. Vous avez mis en place un syst\u00e8me qui g\u00e9n\u00e8re des ventes. Vous disposez d'une client\u00e8le fid\u00e8le \u00e0 laquelle vous \u00eates sinc\u00e8rement attach\u00e9. <\/p>\n\n\n\n

Augmenter les prix peut donner l'impression d'\u00eatre un pari que l'on n'a pas vraiment besoin de prendre.<\/p>\n\n\n\n

Mais chaque mois, vous subissez discr\u00e8tement une perte, et cela m\u00e9rite une r\u00e9flexion sinc\u00e8re.<\/p>\n\n\n\n

\n\n\n\nPourquoi il est difficile d'augmenter ses prix<\/h2>\n\n\n\n
Je pense que la plupart des gens se r\u00e9partissent en deux cat\u00e9gories :<\/p>\n\n\n\n
Certains se r\u00e9jouissent sinc\u00e8rement d'une hausse des tarifs. C'est l'occasion de donner une image plus s\u00e9rieuse \u00e0 l'abonnement, d'attirer une autre client\u00e8le et d'augmenter le chiffre d'affaires. <\/p>\n\n\n\n
Mais beaucoup de gens trouvent cela g\u00eanant, m\u00eame s'ils savent rationnellement que c'est logique. <\/p>\n\n\n\n
Votre tarif actuel fonctionne bien. Vous savez ce qu'il faut pour attirer des adh\u00e9rents \u00e0 ce niveau. Le modifier semble risqu\u00e9.<\/p>\n\n\n\n
Et c'est tout \u00e0 fait normal. La certitude de ce qui fonctionne aujourd\u2019hui semble plus rassurante que l\u2019incertitude de ce qui pourrait fonctionner \u00e0 un prix plus \u00e9lev\u00e9<\/strong> (Comme le dit le proverbe, \u00abmieux vaut un oiseau dans la main que deux dans les buissons\u00bb).<\/p>\n\n\n\n
Mais le fait de rester sous-\u00e9valu\u00e9 a un co\u00fbt r\u00e9el, m\u00eame s'il est moins visible.<\/p>\n\n\n\n
\n\n\n\n<\/span>Ce que vous co\u00fbte une tarification trop basse<\/span><\/h2>\n\n\n\n
La raison la plus \u00e9vidente : vous passez \u00e0 c\u00f4t\u00e9 d'une source de revenus. <\/p>\n\n\n\n
Ce sont des recettes que vous pourriez r\u00e9investir dans votre entreprise : de meilleurs outils, un contenu plus percutant, r\u00e9el<\/em> marketing. <\/p>\n\n\n\n
Ou, pour \u00eatre honn\u00eate, simplement des vacances bien m\u00e9rit\u00e9es. G\u00e9rer un club demande beaucoup d'efforts et vous devriez \u00eatre bien r\u00e9mun\u00e9r\u00e9 pour cela.<\/p>\n\n\n\n
Au-del\u00e0 des recettes directes, un prix bas peut en r\u00e9alit\u00e9 vous porter pr\u00e9judice. Les gens consid\u00e8rent le prix comme un indicateur de qualit\u00e9.<\/strong> <\/p>\n\n\n\n
Lorsqu'un produit est bon march\u00e9, les membres le consid\u00e8rent souvent comme un simple \u00ab plus \u00bb sans s'en rendre compte. Ils sont moins enclins \u00e0 s'impliquer s\u00e9rieusement ou \u00e0 suivre les conseils, et plus susceptibles de se d\u00e9sabonner. <\/p>\n\n\n\n
Un prix plus \u00e9lev\u00e9, associ\u00e9 \u00e0 une offre qui le justifie, a tendance \u00e0 attirer des clients plus engag\u00e9s. Il s'agit de membres qui ont v\u00e9ritablement \u00e0 c\u0153ur d'obtenir des r\u00e9sultats.<\/p>\n\n\n\n
Et d'un point de vue pratique : si vos tarifs ne couvrent pas vos co\u00fbts, votre temps et votre propre d\u00e9veloppement continu en tant qu'expert, cela finira par vous rattraper. <\/p>\n\n\n\n
\n\t\u00c0 LIRE AUSSI : Comment fixer le prix de vos abonnements<\/a>\n<\/div>\n\n\n\n\n
\n\n\n\n
<\/span>4 signes indiquant que votre prix n'est plus comp\u00e9titif<\/span><\/h2>\n\n\n\n
Quelques points qu\u2019il convient d\u2019examiner en toute honn\u00eatet\u00e9 :<\/p>\n\n\n\n
1. Votre offre a augment\u00e9, mais votre prix n'a pas boug\u00e9.<\/strong><\/p>\n\n\n\n
Si vous avez ajout\u00e9 des formations, un accompagnement, une communaut\u00e9 ou une biblioth\u00e8que de ressources plus compl\u00e8te depuis le lancement de votre activit\u00e9 (et que votre tarif est rest\u00e9 exactement le m\u00eame), il est probable que vos tarifs soient trop bas. <\/p>\n\n\n\n
Gemma (la coach en nutrition) propose d\u00e9sormais un abonnement radicalement diff\u00e9rent de celui qu'elle avait lanc\u00e9 \u00e0 l'origine. Le prix n'en tient pas encore compte.<\/p>\n\n\n\n
2. Vous attirez des membres qui ne participent pas.<\/strong><\/p>\n\n\n\n
Un prix tr\u00e8s bas peut attirer des personnes qui ne sont pas vraiment motiv\u00e9es. Elles s'inscrivent, consultent \u00e0 peine le contenu, puis se d\u00e9sabonnent. Si le taux de fid\u00e9lisation pose probl\u00e8me malgr\u00e9 un contenu de qualit\u00e9, il convient de se pencher sur la question des tarifs.<\/p>\n\n\n\n
3. Personne ne se pose jamais de questions sur le prix.<\/strong><\/p>\n\n\n\n
Cela peut para\u00eetre contre-intuitif, mais si personne ne s'\u00e9tonne le moins du monde de vos tarifs, c'est peut-\u00eatre qu'ils sont trop bas. Un peu de r\u00e9sistance est tout \u00e0 fait normale.<\/p>\n\n\n\n
4. Tu commences \u00e0 \u00e9prouver du ressentiment.<\/strong><\/p>\n\n\n\n
Ce point est plus important qu'on ne veut bien l'admettre. Si les efforts que vous d\u00e9ployez ne vous semblent pas \u00e0 la hauteur de ce que vous en retirez, c'est un probl\u00e8me (pour vous en premier lieu, puis, \u00e0 terme, pour vos membres).<\/p>\n\n\n\n
\n\n\n\n<\/span>Concevoir une offre plus attractive<\/span><\/h2>\n\n\n\n
J'ai remarqu\u00e9 qu'un \u00e9l\u00e9ment qui a permis \u00e0 de nombreux propri\u00e9taires de sites d'adh\u00e9sion de revoir leur calcul, c'est d'ajouter \u00e0 leur offre des \u00e9l\u00e9ments plus structur\u00e9s et plus substantiels, des \u00e9l\u00e9ments qu'ils peuvent clairement mettre en avant lorsqu'ils expliquent pourquoi le prix est fix\u00e9 \u00e0 ce niveau.<\/p>\n\n\n\n
CoachKit\u2122<\/a><\/strong> C'est un bon exemple. Cela vous permet de mettre en place de v\u00e9ritables programmes d'accompagnement (\u00e9tapes progressives, suivi des progr\u00e8s, bilans structur\u00e9s) plut\u00f4t que de travailler au cas par cas. <\/p>\n\n\n\n
Si vous pratiquez d\u00e9j\u00e0 le coaching individuel ou en groupe, cela permet de lui donner une structure et de le faire ressembler davantage \u00e0 un programme qu'\u00e0 un simple arrangement informel.<\/p>\n\n\n\n
\n\n $\"CoachKit$ <\/a>\n<\/div><\/div>\n\n\n\n\n
ClubSuite\u2122<\/a><\/strong> ajoute un couche communautaire<\/a>, ce qui permet aux membres d'\u00e9changer entre eux, et non pas simplement de consommer votre contenu de mani\u00e8re isol\u00e9e. Pour de nombreux abonnements, c'est ce qui incite les utilisateurs \u00e0 rester abonn\u00e9s bien apr\u00e8s avoir termin\u00e9 le contenu propos\u00e9.<\/p>\n\n\n\n
\n
<\/iframe><\/div><\/span>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Et <a href=\"https:\/\/memberpress.com\/fr\/features\/easily-build-sell-courses\/\" title=\"\">mettre en place des formations<\/a> transforme votre expertise en un outil r\u00e9utilisable. Vous le cr\u00e9ez une seule fois ; il continue d'apporter de la valeur \u00e0 chaque membre qui en b\u00e9n\u00e9ficie.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Actually_Do_It\"><\/span>Comment s'y prendre concr\u00e8tement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Soyez franc avec vos membres.<\/strong> Vous n'avez pas \u00e0 vous excuser d'une augmentation de prix, mais une explication claire est utile. Une phrase du type \u201c J'ai ajout\u00e9 X et Y au cours de l'ann\u00e9e \u00e9coul\u00e9e et les tarifs augmentent pour refl\u00e9ter cela \u201d est tout \u00e0 fait raisonnable. Les membres qui s'investissent r\u00e9ellement ont tendance \u00e0 comprendre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Envisager d'accorder une d\u00e9rogation aux membres actuels.<\/strong> Une approche courante consiste \u00e0 maintenir le tarif actuel pour les abonn\u00e9s existants, tandis que les nouveaux abonn\u00e9s b\u00e9n\u00e9ficient du tarif plus \u00e9lev\u00e9. Cela permet de pr\u00e9server les relations existantes tout en commen\u00e7ant \u00e0 r\u00e9\u00e9quilibrer vos revenus. MemberPress facilite la gestion des diff\u00e9rentes tarifications selon les niveaux d'abonnement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pr\u00e9venez les gens \u00e0 l'avance.<\/strong> Si vous ne comptez pas maintenir ind\u00e9finiment les droits acquis, pr\u00e9venez les adh\u00e9rents \u00e0 l'avance. Un d\u00e9lai de 30 \u00e0 60 jours est raisonnable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Commencez par tester avec un nouveau niveau.<\/strong> Si vous n'\u00eates pas pr\u00eat \u00e0 modifier votre prix de base, proposez une formule premium offrant davantage d'avantages, par exemple un accompagnement suppl\u00e9mentaire, un espace communautaire ou tout autre avantage concret. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cela vous permet d'avoir une id\u00e9e de ce que les gens sont pr\u00eats \u00e0 payer sans remettre en cause ce qui fonctionne d\u00e9j\u00e0.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_ede4d941977bdb8d2e55527013a0eea3\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-raise-prices-without-losing-customers\/\" class=\"button button-blue center\">EN SAVOIR PLUS : Comment augmenter ses prix sans perdre de clients (et m\u00eame les fid\u00e9liser davantage)<\/a>\n<\/div>\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<p class=\"wp-block-paragraph\">Gemma est en train de d\u00e9finir ses tarifs. Elle sait qu'elle a cr\u00e9\u00e9 quelque chose de v\u00e9ritablement diff\u00e9rent de ce qu'elle avait lanc\u00e9 \u00e0 l'origine, et elle sait que le prix doit refl\u00e9ter cette diff\u00e9rence. Elle cherche \u00e0 trouver une formule qui convienne \u00e0 ses adh\u00e9rents.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si le nombre de vos adh\u00e9rents a \u00e9volu\u00e9 de la m\u00eame mani\u00e8re, il est int\u00e9ressant de se demander si votre tarif actuel refl\u00e8te toujours ce que vous proposez r\u00e9ellement, ou s\u2019il s\u2019agit d\u2019un montant que vous avez fix\u00e9 il y a quelque temps et que vous n\u2019avez jamais revu depuis.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avez-vous r\u00e9cemment revu les tarifs de vos abonnements ? J'aimerais beaucoup savoir comment vous vous y \u00eates pris. N'h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires ci-dessous.<\/p>\n\n\n\n<div class=\"full-width-cta blue image-left\">\n\t<div class=\"full-width-cta-container\">\n\t\t<div class=\"full-width-cta__image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp\" alt=\"caract\u00e8re cta\" loading=\"lazy\" width=\"485\" height=\"432\" srcset=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/transparent.gif 1w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1-mobile.webp 543w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp 485w\" sizes=\"auto, (max-width: 767px) 1px, (max-width: 1023px) 543px, 485px\">\n\t\t<\/div>\n\t\t<div class=\"full-width-cta__text\">\n\t\t\t<h3>Obtenez MemberPress d\u00e8s aujourd'hui !<\/h3>\n\t\t\t<div><p>Commencez \u00e0 \u00eatre pay\u00e9 pour le contenu que vous cr\u00e9ez.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tObtenir MemberPress maintenant\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/long-arrow-right-white.svg\" class=\"arrow-red\" alt=\"fl\u00e8che\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/features\">Voir toutes les caract\u00e9ristiques<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Si vous avez aim\u00e9 cet article, n'oubliez pas de vous abonner \u00e0 notre lettre d'information dans la rubrique <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Lien d'affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> \u00e0 votre droite !<\/strong><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"<p>Augmenter ses prix peut sembler risqu\u00e9 lorsque votre politique tarifaire actuelle fonctionne bien. Mais pratiquer des prix trop bas a \u00e9galement un co\u00fbt r\u00e9el. Voici comment \u00e9valuer votre situation.<\/p>","protected":false},"author":73814,"featured_media":80870,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"complete","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,121],"tags":[70,322],"class_list":["post-31574","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-pricing","tag-membership-site","tag-online-business","entry"],"acf":{"plans":"a:1:{i:0;s:5:\"scale\";}","is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t<meta name=\"description\" content=\"Are you unsure about how much to charge for your membership site? Learn why you may be underpricing and how you can determine a fair price for your services!\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Victoria Lloyd\"\/>\n\t<meta name=\"keywords\" content=\"membership site,online business\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/memberpress.com\/fr\/blog\/underpricing-membership\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.6.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_FR\" \/>\n\t\t<meta property=\"og:site_name\" content=\"MemberPress\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Are You Underpricing Your Memberships? (4 Questions to Ask Yourself)\" \/>\n\t\t<meta property=\"og:description\" content=\"Raising prices feels risky when your current pricing is working. But staying underpriced has real costs too. 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