The Level Playing Field

It's interesting hearing from clients who have used other gay dating services, and how much they paid. I'm always wondering - should I raise our fees? But as soon as I get concerned about alienating potential clients, someone comes in and tells me about a service they used in New York, or Canada, or California, and they paid over 5 times what we charge! And they end up getting a lot less. It makes me wonder: how is that company doing? Are they thriving? Struggling?

There is a school of thought that nothing is "too expensive" - people will always pay a price equal to the value they perceive the product is worth to them. So what is it exactly that my clients want; what is most important to them? Ease of use? Having their own personal matchmaker? Or is it finding that life partner?

Even typing this, I'm thinking, "well that's obvious - they want to find a life partner." But I have many clients who, quite simply, are too busy to date on their own. Now - if they happen to find a life partner, great! But that is not their main goal. Their main goal is to not be sitting at home every night, after working a 12-hour day, and only have their dog or the TV as companionship.

I constantly try and figure out what do my clients find most valuable about IGC. It's different for everyone, but the great thing is - we can fill all those needs. The guy who wants help getting over his shyness? Done. The woman who has just come out at 52 years of age and wants to dip her toe in the water? No problem. The guy who has sowed his wild oats, and is ready to settle down - white picket fence, 2.5 kids, a husband, the works - absolutely. And so many more! We get all types here, looking for all types.

I would say the main thing is that most clients are looking to be on a level playing field - financially, emotionally, physically, etc. We don't have an income requirement here; we have 3rd grade math teachers, all the way up to C-level executives. But regardless of income, there is a level of responsibility, maturity, and sincerity that is prevalent at IGC, and sometimes difficult to find elsewhere.

I talked with a client the other day who was complaining about someone he met on his own. They decided to meet for coffee, and began to get hungry. My client said, "There's a Cheesecake Factory close by; how about that?" to which his date replied, "Isn't that expensive?" My client felt like rolling his eyes: he's no millionaire, but he can afford a lunch at The Cheesecake Factory.

I asked my client how he met this person. "Online". Ok, which site? "Match.com" And how much is that a month? "Um, around $20". So why are you complaining about someone who doesn't want to spend any money, when you met them on a site where you hardly have to spend any money? Does that make sense?

I admit that after doing this for a number of years, I tend to forget to sell IGC to potential clients. I have to remind myself that it is part of my job to show people the value of In Good Company and what we can do. I just think it's so great and that everyone should do it! :) But it's important for me to educate people on what we do exactly, what we can promise, and what we can't.

Then again, if you're gay or lesbian, and single, get in here!!!