The Client Letter
June 1, 2012
Sedona, Arizona
Sunny 60 degrees
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Money maker, money taker.
When you’re working with a client, you’re probably one or the other. A money “maker” or a money “taker.”
In your client’s perception, are you an expense to be minimized? Or are you a profit center that is worthy of investment?
Do you design a website that’s considered a fixed expense? Or do you design a website that’s going to create the foundation for a new revenue stream?
If you find yourself on the expense side of the equation with your clients, then your fees will tend to be minimized. Budgets will be set. You will be pressured to deliver more for less.
If you find yourself on the profit side, then your fees will be viewed as an investment in future growth and results.
My first service business was as a technology consultant. In that case, I was positioned purely as an expense to be minimized.
These days, as a marketing consultant and direct response copywriter, I take the position as a core driver of sales and revenue.
Think for a moment about which side you find yourself on when you’re dealing with your clients.
Now think about how you can enhance that position…
Sometimes the path to making this switch is obvious, and sometimes it’s not so obvious.
Let’s say you’re hiring someone to paint your house. There’s a good example of a service provider who’s often perceived as an expense.
When you’re searching for a painter, you get bids from several providers and make your decision from there.
Have you ever had a house painter talk about how an excellent paint job, done well, with high quality materials can enhance the value of your home? How it can protect the investment you’ve already made in your house?
Maybe you’ve heard a painter talk like that… I don’t believe I have.
The point is that you can position the same service either way.
And the way you position yourself and the conversation you have with clients has the power to affect everything.
If you find yourself in situations where there’s constant pressure on your fees, here’s some homework:
Give some thought to how you could shift things so you’re clearly viewed as a valuable investment instead of an expense.
If you want more tips about how to improve your service business, you can find them here.