The Desert of Arizona
Sunny and Windy 82 Degrees
Yesterday I had another consultation with a Platform Express client and the topic of the discussion turned to fees and how to raise them.
To be blunt, my client should give herself a raise. But it’s not always so obvious how exactly you do that.
One of the most effective ways is to stop having discussions with your prospective clients that are dominated by a focus on deliverables.
Instead, you want to shift the discussion to the goal that is to be achieved. This is what the client really wants and this is what they will pay for.
How much will anyone pay for a website (you might be surprised, but still!)? How much will someone pay for doubling their sales?
The work done might be the same in both examples. The perception of VALUE of that work, however, is quite different.
Think back to the last few discussions you’ve had with prospects. If they’ve focused on what you’re going to do more than the goal to be achieved, you are limiting your own income.
The first time I heard this idea articulated clearly enough for me to GET IT was from Alan Weiss. Years ago, when I was young(er) and hopelessly naive, his book, “Million Dollar Consulting” presented a framework that used this idea. (I recommend that book and his other materials every chance I get.)
Years later, when I got into selling, copywriting and marketing, this big idea became extremely obvious as THE ONLY WAY TO FLY. This is the idea that every great salesman or marketing person in the world knows.
If I sat down and wrote a salesletter selling a BOOK, there’s only so much most people would be willing to pay for that.
But to transport the reader away to a world where their greatest dreams are realized BECAUSE of the material in that book… well that’s something completely different.
In the first example, I’m selling a bunch of paper pages with ink on them. In the second example, I’m offering a gateway to a transformational experience that can change someone’s life.
Which one would YOU pay more for?
This is exactly what happens when you are speaking with prospects. If you focus on the tasks to be performed, YOU willingly shackle yourself in a big cage labelled VENDOR.
But if you develop the skill to shift the conversation to more important things… like what your prospective client actually WANTS… well, the sky is the limit.
This is just one simple idea that can completely transform the future of your business.
Deliverables are commodities, results are completely different.
IMPORTANT NOTE: On Friday night, I’m going to make some adjustments to the programs I offer for one on one coaching. Instead of being a month-to-month “no commitment” setup, I’m going to offer coaching ONLY in 3 month and 6 month terms. Anyone who is in the program before Friday gets grandfathered in. If you’re interested, this is fair warning that on Friday, the bar is being raised.