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 business.

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 increase their profit— probably from your efforts.

Don’t be afraid to say NO to people who want your time

I just got a message from a highly offended prospect who had an ad budget of $1,000 a month.

That means our fee is probably $100-200.

He wanted a private meeting with me and Logan, where we walk him through how we do what we do.

We shared our process and initial steps to qualify, since our system requires certain ingredients to be able to run.

In an ideal world, you’d be able to spend an hour with everyone who requested it.

That’s not to say you should ignore these folks.

Instead, make sure you’ve documented what you do and how you do it, so you can spend your time in high value activities instead of repeating what would be in your brochure or course.

The most successful people say NO to most things coming their way so that they can say YES to what truly matters.

You have only so much time, so don’t fall for FOMO of “what if” this could be the next big deal or if you do a good job, they could introduce you to so-and-so.

The surgeon doesn’t take a dozen sales calls a day and convince people they need his surgery or offer an end of month discount.

Treat yourself with respect.

Do you haggle with your doctor on pricing?

Treat yourself like a marketing doctor who has worked hard to know what you know.

When someone comes into your emergency room with a runny nose, don’t stop operating on the gunshot wound victim to give an hour presentation on all the things your hospital can do.

That person is out there shopping at 5 other hospitals and will think the witch doctor is a far better deal.

Run the “triage process” to help your critically ill patients and put these rest in line by priority.

Politely decline anyone who doesn’t respect your process or training.

If you make the mistake of taking them on, you open yourself to a world of headaches.

Those who pay the least expect the most.

Say YES to just a few amazing folks and spend most of your time on them.

Learn more on how to get paid more and be treated better:

A potential client belittled one of our team members, so I fired that client.

It could have been a lot of money.

But such behavior is a sign of that client continuing to mean and unreasonable.

Eventually you will lose your star players because of the stress and headache.

And it’s just not fun to be around people who complain all the time.

Many call this the “no a-hole rule”.

When you take a stand for your people, everyone else notices.

The good people can work anywhere, so they’ll seek you out.

There are so many ways to make a buck— so why appear desperate?

Have the courage to fire your clients and you’ll be amazed at how well you are treated and how fun work can be.