Quando minha amiga, Gemma, lan\u00e7ou pela primeira vez seu orienta\u00e7\u00e3o em nutri\u00e7\u00e3o e condicionamento f\u00edsico<\/a> neg\u00f3cio online, h\u00e1 3 anos; a proposta dela era simples: sua experi\u00eancia e seu tempo.<\/p>\n\n\n\n

Isso foi o suficiente para atrair as pessoas at\u00e9 o local.<\/p>\n\n\n\n

Mas ela \u00e9 o tipo de pessoa que adora o que faz <\/em><\/strong>e n\u00e3o consegue parar de aprender. Ela se inscreve constantemente em novos cursos, busca novas perspectivas, e cada cliente com quem trabalha acrescenta algo ao seu conhecimento. <\/p>\n\n\n\n

Ela tamb\u00e9m vem ampliando seu programa de coaching para assinantes o tempo todo \u2014 adicionando cursos, uma biblioteca de recursos e materiais que seus membros podem utilizar de forma independente.<\/p>\n\n\n\n

A plataforma de coaching que ela criou ao longo dos anos \u00e9 realmente diferente daquela que ela lan\u00e7ou. Mas os pre\u00e7os dela n\u00e3o mudaram.<\/em><\/strong><\/p>\n\n\n\n

Muitos donos de sites de assinatura acabam chegando aqui, e eu entendo o porqu\u00ea. <\/p>\n\n\n\n

Quando sua estrat\u00e9gia de pre\u00e7os est\u00e1 funcionando, h\u00e1 uma relut\u00e2ncia real em alter\u00e1-la. Voc\u00ea construiu algo que gera convers\u00f5es. Voc\u00ea tem uma base de clientes fi\u00e9is pela qual nutre um carinho genu\u00edno. <\/p>\n\n\n\n

Aumentar os pre\u00e7os pode parecer uma aposta que voc\u00ea, na verdade, n\u00e3o precisa fazer.<\/p>\n\n\n\n

Mas, a cada m\u00eas, voc\u00ea est\u00e1 perdendo dinheiro sem perceber, e vale a pena refletir sobre isso com sinceridade.<\/p>\n\n\n\n

\n\n\n\nPor que \u00e9 dif\u00edcil aumentar os pre\u00e7os<\/h2>\n\n\n\n
Acho que a maioria das pessoas se encaixa em um desses dois grupos:<\/p>\n\n\n\n
Algumas pessoas ficam genuinamente entusiasmadas com um aumento de pre\u00e7o. \u00c9 uma oportunidade de posicionar a assinatura de forma mais s\u00e9ria, atrair um tipo diferente de cliente e aumentar a receita. <\/p>\n\n\n\n
Mas muitas pessoas se sentem desconfort\u00e1veis com isso, mesmo sabendo, racionalmente, que faz sentido. <\/p>\n\n\n\n
O pre\u00e7o atual est\u00e1 funcionando. Voc\u00ea sabe o que \u00e9 preciso para atrair membros nesse n\u00edvel. Mud\u00e1-lo parece arriscado.<\/p>\n\n\n\n
E isso \u00e9 justo. A certeza do que est\u00e1 funcionando agora parece mais segura do que a incerteza do que poderia funcionar por um pre\u00e7o mais alto<\/strong> (Como diz o ditado, \u201cmais vale um p\u00e1ssaro na m\u00e3o do que dois voando\u201d).<\/p>\n\n\n\n
Mas permanecer com um pre\u00e7o abaixo do valor de mercado acarreta custos reais; eles apenas s\u00e3o menos vis\u00edveis.<\/p>\n\n\n\n
\n\n\n\n<\/span>O que a subvaloriza\u00e7\u00e3o est\u00e1 custando a voc\u00ea<\/span><\/h2>\n\n\n\n
A raz\u00e3o mais \u00f3bvia: voc\u00ea est\u00e1 deixando de ganhar dinheiro. <\/p>\n\n\n\n
Essa \u00e9 uma receita que voc\u00ea poderia reinvestir no neg\u00f3cio \u2013 em ferramentas melhores, conte\u00fado mais relevante, real<\/em> marketing. <\/p>\n\n\n\n
Ou, para ser sincero, apenas umas f\u00e9rias bem merecidas. Administrar um clube exige muito esfor\u00e7o, e voc\u00ea deveria ser bem remunerado por isso.<\/p>\n\n\n\n
Al\u00e9m da receita direta, um pre\u00e7o baixo pode, na verdade, acabar prejudicando voc\u00ea. As pessoas usam o pre\u00e7o como um indicador de qualidade.<\/strong> <\/p>\n\n\n\n
Quando algo \u00e9 barato, os membros costumam trat\u00e1-lo como algo \u201clegal de se ter\u201d, sem perceber que est\u00e3o fazendo isso. \u00c9 menos prov\u00e1vel que se envolvam seriamente ou sigam as orienta\u00e7\u00f5es, e mais prov\u00e1vel que abandonem o servi\u00e7o. <\/p>\n\n\n\n
Um pre\u00e7o mais alto, aliado a uma oferta que o justifique, tende a atrair clientes mais comprometidos. Trata-se de membros que est\u00e3o genuinamente empenhados em obter resultados.<\/p>\n\n\n\n
E, na pr\u00e1tica: se seus pre\u00e7os n\u00e3o cobrirem seus custos, seu tempo e seu pr\u00f3prio desenvolvimento cont\u00ednuo como especialista, isso acabar\u00e1 te prejudicando no futuro. <\/p>\n\n\n\n
\n\tRELACIONADO: Como definir o pre\u00e7o das suas assinaturas<\/a>\n<\/div>\n\n\n\n\n
\n\n\n\n
<\/span>4 sinais de que seu pre\u00e7o ficou para tr\u00e1s<\/span><\/h2>\n\n\n\n
Algumas coisas que vale a pena analisar com sinceridade:<\/p>\n\n\n\n
1. Sua oferta aumentou, mas o pre\u00e7o n\u00e3o mudou.<\/strong><\/p>\n\n\n\n
Se voc\u00ea adicionou cursos, acompanhamento, uma comunidade ou uma biblioteca de recursos mais abrangente desde o lan\u00e7amento inicial (e seu pre\u00e7o continua exatamente o mesmo), provavelmente seu pre\u00e7o est\u00e1 abaixo do valor de mercado. <\/p>\n\n\n\n
Gemma (a orientadora nutricional) est\u00e1 oferecendo um plano de assinatura fundamentalmente diferente daquele que ela lan\u00e7ou. O pre\u00e7o ainda n\u00e3o reflete essa mudan\u00e7a.<\/p>\n\n\n\n
2. Voc\u00ea est\u00e1 atraindo membros que n\u00e3o se envolvem.<\/strong><\/p>\n\n\n\n
Um pre\u00e7o muito baixo pode atrair pessoas que n\u00e3o est\u00e3o realmente comprometidas. Elas se inscrevem, mal acessam o conte\u00fado e cancelam a assinatura. Se a reten\u00e7\u00e3o for um problema, mesmo com um material de qualidade, vale a pena analisar a quest\u00e3o do pre\u00e7o.<\/p>\n\n\n\n
3. Ningu\u00e9m jamais hesita em rela\u00e7\u00e3o ao pre\u00e7o.<\/strong><\/p>\n\n\n\n
Pode parecer contraintuitivo, mas se literalmente ningu\u00e9m se surpreender com o que voc\u00ea cobra, talvez o valor esteja baixo demais. \u00c9 normal que haja alguma resist\u00eancia.<\/p>\n\n\n\n
4. Voc\u00ea come\u00e7ou a sentir ressentimento.<\/strong><\/p>\n\n\n\n
Isso \u00e9 mais importante do que as pessoas admitem. Se o esfor\u00e7o que voc\u00ea est\u00e1 dedicando n\u00e3o parece proporcional ao que voc\u00ea est\u00e1 recebendo em troca, isso \u00e9 um problema (primeiro para voc\u00ea e, eventualmente, para seus membros).<\/p>\n\n\n\n
\n\n\n\n<\/span>Criando uma oferta que valha mais<\/span><\/h2>\n\n\n\n
Uma coisa que tenho observado que muda a forma de pensar de muitos propriet\u00e1rios de sites de assinatura \u00e9 a inclus\u00e3o de elementos mais estruturados e substanciais na oferta que eles fazem \u2014 aspectos que eles podem destacar claramente ao explicar por que o pre\u00e7o \u00e9 esse.<\/p>\n\n\n\n
CoachKit\u2122<\/a><\/strong> \u00e9 um bom exemplo. Ele permite que voc\u00ea elabore programas de coaching adequados (marcos definidos gradualmente, acompanhamento do progresso, avalia\u00e7\u00f5es estruturadas), em vez de trabalhar de forma pontual. <\/p>\n\n\n\n
Se voc\u00ea j\u00e1 est\u00e1 realizando coaching individual ou em grupo, isso confere estrutura ao processo e faz com que pare\u00e7a um programa, em vez de um arranjo informal.<\/p>\n\n\n\n
\n\n $\"CoachKit$ <\/a>\n<\/div><\/div>\n\n\n\n\n
ClubSuite\u2122<\/a><\/strong> acrescenta um camada comunit\u00e1ria<\/a>, de modo que os membros se conectam uns com os outros, em vez de apenas consumirem seu conte\u00fado sozinhos. Para muitos servi\u00e7os de assinatura, \u00e9 isso que faz com que as pessoas continuem assinantes muito tempo depois de terem conclu\u00eddo o material.<\/p>\n\n\n\n
\n
<\/iframe><\/div><\/span>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">E <a href=\"https:\/\/memberpress.com\/pt\/features\/easily-build-sell-courses\/\" title=\"\">desenvolvendo cursos<\/a> transforma seu conhecimento em algo reutiliz\u00e1vel. Voc\u00ea o cria uma vez; ele continua agregando valor a todos os membros que o utilizam.<\/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>Como fazer isso de verdade<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Seja sincero com seus membros.<\/strong> Voc\u00ea n\u00e3o precisa se desculpar por um aumento de pre\u00e7o, mas uma explica\u00e7\u00e3o clara ajuda. Algo como \u201cAdicionei X e Y ao longo do \u00faltimo ano e os pre\u00e7os v\u00e3o subir para refletir isso\u201d \u00e9 totalmente razo\u00e1vel. Os membros que est\u00e3o genuinamente comprometidos com o servi\u00e7o tendem a entender.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Considere a possibilidade de isentar os membros atuais da nova regra.<\/strong> Uma abordagem comum \u00e9 manter a tarifa atual para quem j\u00e1 \u00e9 assinante, enquanto os novos membros passam a pagar o pre\u00e7o mais alto. Isso protege os relacionamentos existentes e, ao mesmo tempo, come\u00e7a a diversificar sua receita. O MemberPress facilita o gerenciamento de diferentes pre\u00e7os entre os n\u00edveis de assinatura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Avise as pessoas com anteced\u00eancia.<\/strong> Se voc\u00ea n\u00e3o for manter a regra de isen\u00e7\u00e3o por tempo indeterminado, avise os membros com anteced\u00eancia. Um prazo de 30 a 60 dias \u00e9 razo\u00e1vel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Teste primeiro com um novo n\u00edvel.<\/strong> Se voc\u00ea n\u00e3o estiver pronto para alterar o pre\u00e7o principal, crie um plano premium com mais benef\u00edcios, como, por exemplo, orienta\u00e7\u00e3o adicional, um elemento de comunidade ou algo tang\u00edvel. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isso permite que voc\u00ea tenha uma ideia do quanto as pessoas est\u00e3o dispostas a pagar, sem alterar o que j\u00e1 est\u00e1 funcionando.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_ede4d941977bdb8d2e55527013a0eea3\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-raise-prices-without-losing-customers\/\" class=\"button button-blue center\">LEIA MAIS: Como aumentar os pre\u00e7os sem perder clientes (e at\u00e9 fazer com que eles gostem ainda mais de voc\u00ea)<\/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\u00e1 definindo seus pre\u00e7os neste momento. Ela sabe que criou algo genuinamente diferente do que lan\u00e7ou inicialmente e que o pre\u00e7o deve refletir isso. Ela est\u00e1 tentando descobrir como fazer isso de uma forma que pare\u00e7a adequada para seus membros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se o n\u00famero de seus associados cresceu da mesma forma, vale a pena questionar se o pre\u00e7o atual ainda reflete o que voc\u00ea realmente est\u00e1 oferecendo, ou se \u00e9 um valor que voc\u00ea definiu h\u00e1 algum tempo e nunca mais revisou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voc\u00ea revisou recentemente os pre\u00e7os das suas assinaturas? Adoraria saber como voc\u00ea lidou com isso. Conte para a gente nos coment\u00e1rios abaixo.<\/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=\"caractere 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>Obtenha o MemberPress hoje mesmo!<\/h3>\n\t\t\t<div><p>Comece a ser pago pelo conte\u00fado que voc\u00ea cria.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/pt\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tObtenha o MemberPress agora\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=\"seta\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/pt\/features\">Ver todos os recursos<\/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>Se voc\u00ea gostou deste artigo, n\u00e3o deixe de assinar nosso boletim informativo na se\u00e7\u00e3o <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Link de afiliado da caixa\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">caixa<\/a> \u00e0 sua direita!<\/strong><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"<p>Aumentar os pre\u00e7os parece arriscado quando sua estrat\u00e9gia atual de pre\u00e7os est\u00e1 funcionando. Mas manter pre\u00e7os abaixo do valor de mercado tamb\u00e9m acarreta custos reais. Veja a seguir como avaliar sua situa\u00e7\u00e3o.<\/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\/pt\/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=\"pt_BR\" \/>\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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