Robert Middleton

The First Question

from: More clients news letter.

"After meeting with a potential client, I tell them what my package of services includes and what they will cost. I package these services the way I do because this is what it will take to produce a favorable result. If they say they want to spend less, I tell them that I may not be the practitioner for them. Most of them end up coming around and doing the complete package."

This is how a chiropractor, Dr. Matthew Norton (a client I'm working with on a web site), approaches the packaging and pricing of his services.

I think it's very important for every Independent Professional to understand and embrace this approach to packaging and pricing of services. It's really the foundation of both a profitable and high-integrity practice.

Unfortunately, we compromise too much. And when we do, we hurt our practice, our clients and our reputation.

Dr. Norton has, over a period of time, discovered what course of treatment works best to help his patients heal. He holds himself to a high standard. If he was an oncologist he wouldn't say, "OK, since you can't afford the full course of radiation treatments, we'll do half the number and hope for the best."

Unfortunately, too many Independent Professionals, whether they be health care practitioners, management consultants, trainers or financial planners, don't offer a package of services that will make the greatest difference, but instead fall into a bargaining mentality that cheapens the perception of value.

I suggest you start by asking yourself what I call The First Question: "What package (or packages) of services can I offer that will have the highest likelihood of making a lasting difference with my clients?"

The First Question might be asked even more specifically, depending on your field of practice: "How can I package my management consulting services so that my clients will learn the tools and implement the practices that will result in a business that grows profitably and harmoniously?"

To offer this package, you need to be unusually clear about the purpose and intended results of your services, and stand solidly behind them. Everything else is secondary. If you try to please everyone at the lowest possible price you will please very few.

And this is precisely where marketing comes in.

Marketing asks the question, "How do I position, package, promote, present and price my services in a way that gives the client the best possible result while earning me a decent profit?"

Clearly, there's no one simple answer to that question! But you are unlikely to find ANY meaningful answers if you don't answer The First Question first.

I challenge you to take some time to answer The First Question as soon as you possibly can. When you do, you'll have a solid foundation for your marketing that many Independent Professionals have missed completely.

When you ask The First Question, consider these various aspects.

* What is the problem, challenge or issue the client is struggling with the most? Does your service address these head-on? Does it speak to their pain, frustration and struggles?

* What is the result the client is most interested in achieving? What will make the client happy, satisfied and delighted - both with the result and the process of achieving the result?

* What are all the ways you can demonstrate that you understand your clients? Can you package a solution that addresses their unique situation and circumstances?

* What is different, special and unique about your service that translates into a tangible advantage for your client? What are the specific ways that you can enhance quality, service and value?

* What are the many advantages of your approach or process that make it easy for your client to work with you? Can you be faster, more flexible, more comprehensive?