I’m seeing a pattern. Consultants are consistently undercharging – whether they are coaching, consulting, or providing professional development workshops. Too many of you are still stuck in that old paid by the hour mentality. Let me tell you from personal experience, if you want to grow, you have to let go of old beliefs and be bold to .
Easier said than done, right? First, you have to get your head straight to see that you are worth more and raise your internal pricing ceiling. Second, which is what I want to focus on here, is to master the value conversation. The better you get at understanding your value, and then getting your client to articulate it, that’s the golden ticket to charging higher premium rates like I do.
Here’s the first secret most consultants never discover… what you see as value is probably not what your clients see as value.
Most consultants think they know what their clients want so they go on and on in sales conversations about things that clients simply aren’t interested in buying. So, as you read the suggestions below, I encourage you to let go of what you think you know. Start with a clean slate, because if you keep believing that same old story, it will be that much harder to adopt brand-new value-driven language that will move your prospect to become a client.
Take a look at these specific tactics on how to zero in on the one-of-a-kind value you offer clients:
1). Go back and re-listen to previous prospects
Hopefully, you take notes during your introductory session with a potential client. If you don’t, it’s a very good idea! Take some time now to go back through those notes looking for the key results your prospects told you they were looking to achieve in working with you. Look for patterns and then write down a list of all the results they mentioned.
2). Go back and re-listen to your successful clients
At the end of the project, whether it’s a corporate or individual client, what types of results did they tell you they achieved. Did you write those down in your notes, or maybe you have an email from them where they celebrated a victory?
From experience, I can tell you that the results can be extraordinary and oftentimes go far beyond the results they were looking for in your initial introductory session. For example, one of my business coaching clients wanted to earn $100K a year when we started working together. At the close of our engagement, she was earning $300K a year. Her results were 2X beyond what she believed she could achieve and she’s still ramping up. A small coaching investment for a 300% return. You can’t get that kind of ROI in the stock market or Vegas today!
3) Carefully listen to new prospects
By now you may realize that you’ve been doing too much talking about what you perceive as value and not enough listening to clues from your prospects! From now on, in your introductory sessions, you want to ask the right questions that will help you zero in on the value.
For example, if you are talking to a corporate buyer who wants you to coach an employee, what will they personally gain when you help elevate their person? What will the organization or department gain if they become a better leader? If it’s an individual client, I’ve found they often have both personal and professional yardsticks they want to use for progress. Dig in on both the tangible and intangible results they may not even expect, but would dearly love. An example of intangible might be increased self-confidence, a new purpose in life, or shedding old limiting beliefs that kept them feeling worthless and small.
This information is priceless. It helps seal the deal with this new prospect, and it helps you see the kind of results your ideal clients want. This leads us to our next point…
4). Create powerful client must-have value lists
By now you’ve gained clarity on the typical value you offer to your clients for compensation. Did anything surprise you? Take the time to map out 5-8 of the most compelling client result trends you are seeing. Look for the ones that are in moving you forward into deeper work. If you work with corporate and individual clients like I do, you may have two typical client results lists from your research.
How can you use this list to showcase your typical client value results? This might be part of the introductory session material you share with a prospect before your introductory session. Or you can incorporate it into a corporate brochure that shows real work indicators of your value. But most of all, use it in your conversations with prospective clients. Have the list in front of you during your call, and listen closely, they’ll reveal which results are most valuable and then you can zero in on how you can help them achieve them.
When you apply these tactics, you’ll have more in getting people to where they want to go. You start giving tremendous value to all of your clients and you’ll easily transition into charging higher premium rates.
Sarah’s Predictable Results Insights
- Are you taking notes during introductory sessions with prospects and then reviewing them later?
- After reviewing your successful clients’ results which ones surprised you most?
- Are you able to identify at least five results you regularly deliver that clients view as highly valuable?
If you need more hands-on help on zeroing in on your value so you can charge more, sign up for my free report, .