Don’t you love the “free to try” apps that allow you to try for as long as you like, but when you start using them, you realize that all the functionality is behind a paywall?
You can’t really do anything with it. All you’re getting is a tour of what you might be able to do if, and only if, you’ll whip out your credit card. You’re not actually getting to sample the thing you want the app for, and you can't judge its value.
There’s a version of this in professional services I’ve seen a few times recently.
Someone gets up in front of a group, gives their presentation, and asks for questions.
They get a question that’s some version of a “what do you do if?” question, one that is a small aspect of the work this professional does for clients.
One answer I heard from one person was quite blunt: “that’s something we cover in depth in the course.” Yeah, the course they’re selling.
Another response I heard was, “there are too many answers to that question to answer here; let’s schedule a time to visit.”
If all your presentations, live events, or webinars are all “come ons” for your expertise, you aren’t building authority. It’s the exact opposite: you’re coming across as insecure and even needy.
Yes, there are people who have signed up for your webinar or come to hear you speak because they’re hoping to hear just enough to be able to do it on their own. Why worry about them? They are never going to hire you anyway.
Your ideal clients know that they cannot do it themselves. They aren’t asking questions to get the recipe. They’re judging your expertise. You have to give them a taste.
Even though there are too many possible answers to give to a question you’re asked, you have to offer something. Being able to do that cleanly and without hesitation demonstrates confidence and authority.
Don’t hesitate to offer value. When you share value in the form of meaningful insights or actionable advice without holding back, you’re not giving away the store—you’re establishing trust and credibility.
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Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.
I’m John Ray, a business consultant and coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more or contact me directly.
I’m the author of the national bestselling book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers.
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