As a consultant, you sell your time.

As a powerful, profitable entrepreneur or agency, you should be selling performance.

Nothing wrong with selling time, so long as you understand the pros and cons.

Easy money but limited upside.

My friend, Naveen, calls this chasing pennies, instead of going for dollars.

But if you want a performance-based deal, you must explicitly be able to measure the business result, have the competence to achieve it, and have documented process.

If you’re selling monthly service packages, that’s consulting, which is selling time.

If you charge by project completion, you might still be selling time, if the cost is based on labor instead of profit.

When the client sees you as an expense, the budget is limited.

But when they can directly see the profit from your actions, the budget is unlimited.

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