A billionaire friend told me not to charge by the hour or the month.

If you want to stand out as an agency or consultant, measure and charge by business results.

The level of incompetence among marketing agencies is astronomical.

So to talk about business results, whether or not you can deliver, is what drives sales.

Demonstrate you have a detailed process you follow and emphatically state you don’t do what’s not in a process.

Don’t say you do everything and serve everyone, big or small.

Don’t say you’re affordable and serve small businesses.

Even if you’re desperate for business, if you get cheap and cut corners, you’ll shoot yourself in the foot by attracting nightmare clients that even pros wouldn’t be able to make happy.

The more you say what you don’t do, the more confidence your clients have in what you say you do well.

When you start with their financial goals and tie your effort to them, you shift from an expense to a profit center.

Then it doesn’t matter what your fees are.

Your goal is not to reduce your fees, but to increase their profit— probably from your efforts.

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