7. How to sell on value and avoid commoditization
Clients will come to you and prescribe a solution to their problem. But that doesn't mean you need to listen to them.
In fact, you need to do your own investigation first.
You need to diagnose their situation, find out what future state they're looking for, why it matters, what the financial impact will be, and only THEN do you decide how to get there and what it should cost.
Not only does this help keep everyone focused on what matters (the end result) it helps you overcome price objections and find creative solutions to their situation using various levels of involvement.
Give this a listen and let me know what you think!
Yours,
—k
