How would you suggest I pitch this service?

What is your offering differentiator against those competitors. Is it your strategy to be the low cost provider? If not, don’t lead with the price at all, lead with why you’re different than everybody else.

If it’s a one time offering why not run it as a promotion so you have permission to charge more on your next engagement, by then the value should be clear and trust established.

THE BEST WAY TO PRESENT YOUR SERVICE IN THIS CASE I THINK WOULD BE TO TELL THE PROSPECT. LET ME DO THIS FOR YOU AND IF YOU ARE HAPPY WITH THE RESULTS MY CHARGE WILL BE ABOUT 10% OF WHAT YOU ARE PAYING NOW. IF NOT, THEN JUST LET ME KNOW AND I WILL NOT BOTHER YOU AGAIN. I HAVE KNOWN BUSINESS OWNERS TO TELL A CUSTOMER " IF YOU BUY THIS I WILL GIVE YOU SOMETHING ON ANOTHER SERVICE FOR FREE." MY EXPERIENCE HAS BEEN THAT FREE HAS NO VALUE  TO THE CLIENT BECAUSE  OF  NO INVESTMENT. THE SELLER ALSO THINKS IT IS WORTHLESS OR THEY WOULD NOTBE WILLING TO GIVE IT AWAY. IN SHORT YOU HAVE TO PROVE TO THE CLIENT THAT WHAT YOU HAVE IS A GOOD VALUE. 

I would just advertise

Jenny, 

I will share my two cents.  You are giving away a free service to uncover opportunities for the small business owner to utilize and produce more revenue and thus more profit.  Why not complete your audit and then have the confidence to work a plan for, let's say, 10% of the profit increase that the company receives since your services started?  This way, if the company has an increase in revenue, paying you comes from that revenue and thus you are a 1099 consultant that pays for themselves.  If they don't get an increase in revenue, we, you didn't do our job so why should they pay for your services?  

My pitch would be, "We know we are the best, thus we don't charge a fee, we collect only when YOU collect revenue increases from our services!  We have the ultimate WIN/WIN scenario waiting for YOU!"  You could go so far as to add, "If we DON'T produce a profit increase in any three month period, we walk away at no cost to you!"  You just have to ask yourself, how bold do you want to be?

My services are similar to this however I cover a wider spread to include employee/leadership training if needed, Merchandising displays and focus points, Brand development, corporate citizenship promoting, marketing external/internal/social, etc. and/or whatever is really needed to help that owner thrive.  I have not started any advertising as I am working through a few other avenues right now, however to me, PEOPLE are the #1 Asset of any company and with a view from a difference perspective that I offer, magic can and does happen.  I currently average a 25% revenue increase across three different industries.  When I do decide to run, look out, it will be FUN!

My first thought is that $5k - $25k is quite a large range for an average; and it doesn't seem like the source is saying that is an average, just that it could cost anywhere between 5-25 depending on which services are elected. I'd clarify.

Thirty-One is a Direct Sales/Home party business. I do home, on-line and catalog parties. As well as fundraisers, I love giving back to the community. People can place orders at any time on my website as well. 

You can either:

- Express why your services will get them a better ROI than those who are higher priced

- Raise your prices above industry standard 

I'd suggest really getting deep with your USP and what makes you different. Obviously price, but I'd probably feel the same way as them. From the get go, it sounds like you're cheapening your brand when you're most likely just trying to provide them with above and beyond value. 

Knowing that it's not that great of a positioning tactic, maybe consider raising your prices or not offering the audit for 100% free. 

Identify their pain points and highlight a few things your audit might find to fix them. Give them a little, enough to prove you're the expert, and then offer the audit. Free advice can solidify trust.