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 membros 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 discretamente, e vale a pena refletir sobre isso com sinceridade.<\/p>\n\n\n\n

\n\n\n\n<\/span>Por que \u00e9 dif\u00edcil aumentar os pre\u00e7os<\/span><\/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 completa 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 pol\u00edtica de pre\u00e7os.<\/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 estar na mesma propor\u00e7\u00e3o com o 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 donos de sites de assinatura \u00e9 a inclus\u00e3o de elementos mais estruturados e substanciais na oferta, aspectos que eles possam 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 conectem uns com os outros, e n\u00e3o apenas consumam 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 transi\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 caixa \u00e0 sua direita!<\/strong><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"<p>Raising prices feels risky when your current pricing is working. But staying underpriced has real costs too. Here’s how to figure out where you stand.<\/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":[121],"tags":[70,322],"class_list":["post-31574","post","type-post","status-publish","format-standard","has-post-thumbnail","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) 5.0.1\" \/>\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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