So friends, I am presently writing a book on apostille pricing strategies and I thought I would give you a sneak peak on a chapter called “The Shopper”.

If you are In the apostille business for more than ten minutes, you will quickly learn to recognize the “shopper.”  This is the caller who asks a long list of questions, compares details, and seems engaged, yet hesitates to commit. They may sound interested, even impressed, but often end the conversation with lines like “I need to check with my husband” or “I’ll talk to my friend and get back to you.” While they appear promising, their focus is usually on gathering options rather than making a decision. They are not necessarily bad clients, but you need to know how to deal with them.

In contrast, a genuinely ready client tends to move forward during the call, asking fewer exploratory questions and showing clear intent to book the appointment on the spot.

And with Google, AI and Chat GPT to rely on, the Shopper often starts with “What’s Your Price” and  nothing else. When you ask clarifying questions (What country? How many documents?  Any deadlines?) responses are vague, or they ignore your questions entirely.

Sometimes The Shopper will compare you immediately.  “Another service can do it for less.”  This is a classic sign that price is their only decision factor. In my experience, they circle back repeatedly after checking with others with “one more question” or to try to negotiate a cheaper price.

So you are going to ask me, “why does this matter?"  It matters because if your atennae are not working and you are not careful, the shopper can:

• Take up significant time with no sake;

• Pressure you into lowering your price;

• Undervalue your time and services.

Now lets be real, we are in business and every call could be “THE call,” so we have to be pleasant and try very hard to let the caller know that we are the experts and can make the transaction easier and more proficient.  But, and I have seen this many times, what is most important is knowing when to disengage.

If it is a long call, going around in circles, don’t be afraid to say, “Mr. Jones, its been a pleasure talking to you,  I am here to answer any questions you might have but right now I have to work with a client.” Remember, your time is valuable and if Mr. Jones is really interested, he will be back.

In the end, you will never win every client, your goal is to build a business where people respect your time, your knowledge and your worth.

To stay in touch with me, or explore what certification in apostilles looks like, click here.

Judi