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This post from Molly Gordon of Shaboom, Inc.  is so good I'm not going to just provide a link and hope you click over.  I'm going to give you the whole, ahem, shaboom.  (If you're interested in her telesummit, which copied along with the post, you'll have to click over to her site as the links do not transfer when you copy).

Molly has a great book, The Way of the Accidental Entrepreneur, which, if you browse back through my most recent blogs, you will see I have been quoting in my thoughts for the day.

Are You Worth It?  How to Guarantee that clients Value Your Work Even When Times Are Tough

One explanation is that people keep buying necessities, like groceries, but not luxuries, like diamond rings or massage. But that isn't necessarily the case.

While grocery stores undoubtably have a priority claim on our pocketbooks, it's not just our stomachs that determine what we buy.

Simply put, we pay for what we value, and value is a collaboration with your just-right clients.

What Is Value?

Value is the difference between the cost of something and the benefit it confers.

The cost of groceries gets measured against the value of nourishment, and the grocer makes a sale.

The key to continuing to get business when the economy slows down is to demonstrate that the value of your work is greater than the cost.

And the best way to do that is to let your clients demonstrate it for themselves.

How a Client Establishes Value

It's easy enough to understand that the buyer or client establishes the value of putting food on the table. But what if you're a massage therapist or an image consultant?

While it's true that people can't eat a massage or wardrobe consultation, both of these "non-essentials" have deep seated value for the just-right client.

My friend Tom has back pain that used to interfere with his work, Now regular therapeutic massage keeps him flexible, fit, and productive. For Tom, massage is not a luxury, it's job security.

When Linda could afford shopping as a past-time, she thought hiring an image consultant was a frivolous indulgence. Now that she needs to dress professionally on a budget, she's realizing how much money she's wasted on bad choices. Working with a wardrobe consultant has become a necessity.

You see, clients know something you don't. They know the real reason they pay for products and services like yours.

But they don't always know that they know it.

It's your job to get the ball rolling.

You can learn how to do that in Five Keys to Conversations About Value below.

Five Keys to Conversations About Value

These five keys will help you navigate through the fog.

  1. Let go of the result.
  2. Be willing to be surprised.
  3. Ask questions.
  4. Listen.
  5. Check your conclusions with the client.

Let Go of the Result

The first and most important key to having conversations about value is to let go of the result.

A conversation about value is not a sales pitch in disguise. The goal is not to make a sale, but to reveal the value of your work so that the client can make an informed decision about buying.

Every client that walks away from this conversation feeling heard and understood but without buying remains a prospective client and referral source.

Every client you convince to buy who doesn't benefit from the investment becomes a mill stone. (Besides, do you really want to talk people into buying when the right clients will ask if you'll work with them?)

Be Surprise-able

If you were crystal clear about the value your work provides clients from their point of view, you wouldn't need to read this article.

Since you aren't crystal clear, open your mind. Drop your preconceptions about value. Let the client surprise you. (And you can surprise them by really listening. But I'm getting ahead of myself.)

Ask Questions

Your job in the conversation about value is to ask questions, not to answer them.

Imagine that you are helping a friend make an important decision. Instead of giving advice, ask questions that help your friend, in this case, a prospective client, articulate what's most important to them.

– What do they want to achieve?

– Why is that important?

– What's in the way of achieving that?

– What can they build on?

– If they could have any kind of help they wanted, what would that look like?

Listen

If you aren't asking a question, your mouth should be closed. And if you don't know what to ask, silence can be okay, too. I guarantee that when you stay silent longer than it's comfortable, your client will start talking. And the best part is that what they say will be coming from them, not from you..

Check Your Conclusions with the Client

Periodically stop and review what you've heard with the client. This gives them a chance to clarify or elaborate. It will show you where you may have imposed your thinking on theirs. And it will suggest new questions to ask.

That's it. No selling. No pressure. Just an open mind, interested inquiry, and careful listening.

Value Is a Collaboration

When it comes right down to it, the value of your work emerges from a collaboration between you and your just-right clients. What's more, this collaboration begins long before you are hired.

Start asking questions and listening to the people you'd love to work with. Watch the value emerge. And watch your client list grow.

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SelfEmployment Telesummit

Earlybird Registration

Save $70 when you register for The September, 2009, Self Employment Telesummit before August 16th.

Not ready to commit? Sign up for the free previews.

Upcoming Preview Event

How to Get Out of Your Own Way

3 Keys to Surviving Your Boss’s Mood Swings When You’re Self Employed

August 14, Molly Gordon, MCC, Shaboom Inc., Life could be a dream…

  • The three most common mistakes we make when we work for ourselves
  • How to negotiate for time off when you, the boss, are freaking out
  • The secret to planning that will have you moving forward in under 30 minutes
  • How to measure results so you build momentum every day

This preview is free as part of the Self-Employment Telesummit Preview series. To sign up or find out more about the Self Employment Telesummit – click here. Once you sign up you will have access to all of the future preview events.


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Publication and Reprint Info

U.S. Library of Congress ISSN: 1530-311X
Unless otherwise attributed, all material is written and edited by Molly Gordon, MCC. Copyright (c) Shaboom Inc.(r) 2009. All rights reserved. Visit our extensive archives at www.mollygordon.com .

You may reprint material from Authentic Promotion in other electronic or print publications provided the above copyright notice and a link to http://www.authenticpromotion.com is included in the credits. Please send a copy of the publication along with a note referencing the reprint.

"Shaboom, Inc." and "Authentic Promotion" are registered trade or service marks of Shaboom, Inc. All other trademarks are property of their respective owners.

Shaboom, Inc
Life could be a dream!
PO Box 195
18718 Third Avenue NE
Suquamish, WA 98392-0195

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