Value-Based Fees: How to Charge—and Get—What You're Worth: A Guide for Consultants, Second Edition

3.5. SERVING THE CLIENT'S SELF-INTEREST

Value-based fees are most directly related to the client's self-interest being served. That self-interest may be organizational: higher sales, better retention, improved image—or personal: less stress, better time use, improved effectiveness. In either case, it's the buyer who counts.

NOTE

People will only change behavior for the long term—that is, with commitment and not just compliance—if their rational self—interest is met. Motivation is intrinsic, and people can only motivate themselves to change.

Prospects will often tell you what they want, but they won't often articulate what they really need. That's because they often don't know. They will want an obvious solution or alternative because they haven't been in a position or had the advice to view the situation more dispassionately and objectively or haven't had the frame of reference or innovative ability to create a better response.

Don't forget that most clients are at worst reacting to some alarm and at best are opportunistic, trying to seize higher ground at the moment. Very few of them have the means and inclination to take longer-term perspectives.

That's why they need you or me. It's the height of folly to sacrifice that need by dutifully and mindlessly (and valuelessly) complying with the buyer's stated "wants." After all the work and intelligence required to reach a true buyer, it's worse than negligent to simply reply to that person's desires without examining them for deeper ...