Guest post from Vanessa Ugatti author of Amazon Best Seller, True Worth, How to Charge What You’re Worth and Get It and helps accountants, lawyers and consultants to generate more revenue ethically, without having to get more clients, do more work or compromise their value or values.

You Can Teach an Old Dog New Tricks

No matter how long you’ve been in business, how young or how old you are, you simply must be open to change. And there’s no better time than in a new year. Change is the only phenomenon you can be certain of, except for death and taxes of course!

Often humans avoid change; it’s easier to stay in your comfort zone. However, when you decide to embrace change, you open up new possibilities that weren’t available to you before. Let’s take charging, as an example. Professional service providers are often uncomfortable stating their fees because of a fear of losing the client. There is so much competition, you get caught in the trap of thinking it’s all about price. If you’re not careful, you end up doing work which is not well paid, with clients who don’t value you and then feel resentful in the process.

If your thinking is fear-based, it becomes a self-fulfilling prophecy and you either reduce your fees to get work that doesn’t really inspire you or you lose the client through desperation. Let’s get one thing straight here: there will always be someone willing to do it cheaper, no matter what, so you might just as well make your mind up right now not to be that person. Begin thinking about the value you bring your clients, rather than the fees you charge – change how you think about this process. And if you’re thinking, I’m too old to change, then read this.

I’ve been coaching a 71-year old lawyer since last October and he is achieving outstanding results. In 40 years of his career, by his own admission, he had never considered his value! Now he does. We are just over half-way through the coaching and he has already seen an increase in fees representing three times the coaching fee! He anticipates in a 12-month period that additional fees are likely to amount to at least £100k.

Hats off to him and no excuses for you not to change!

Listed under:
Marketing tips from our friends