Several years ago I finished a book by Alan Weiss entitled “Million Dollar Consultant”. I put down the book, turned to my wife and said, “I want to be a consultant”.
Now how the hell to get started? I picked up the phone and started cold calling businesses. “I do consulting. I help with the business side of your business. Do you guys need help with that?”
And do you know why I felt really good about that? Because for the first time in my life I sold the value. There were issues that I could absolutely help this guy with. This guy makes over $200,000 a year. If I help him organize the way he works (assuming he implements the action), what effect will that have on his earnings? $10,000? $100,000? Better client relationships? More peace of mind? As I think through it, I probably should’ve charged more.
I haven’t given an hourly rate since and I’ve tripled my income since that year (for various reasons). Of course, the day you don’t live up to the value that you sold is the beginning of bad things for your business. That guy who paid me $1700 for the day didn’t end up being a long term client because he wouldn’t take action. When you work with people who don’t take action, you end up having clients that don’t feel like they receive a valuable service because they don’t see any magic results. That, my friends, is bad for business.
And who can afford that?