What I'm Reading Now

Check out my thoughts about some of the articles, books, and other items I've been reading. 

February 5, 2018
Charging an hourly fee for professional services limits income. You only have so much available time. Instead, sell the value you deliver or impact you have to reap greater profits.

That’s the premise of Breaking the Time Barrier. This short ebook outlines the main tenets of this value-based sales approach. This story of two fictional graphic designers explores fundamental marketing challenges. These zero in on difficulties posed by selling one’s services based on price alone. One graphic designer offers an alternative. She highlights benefits to vendors and clients alike that a focus on value provides. That is, exploring value

1. Creates trust. You show interest in understanding a client’s problems. You craft a solution tailored to meet their specific needs.

2. Fosters alignment. You probe for major client problems and goals. This clarity fuels mutual understanding of desired outcomes.

3. Helps your client to better evaluate vendors. When service providers focus on value they deliver, they showcase their abilities. In turn, they differentiate themselves from vendors who compete based on price alone.

4. Frames your solution as an investment, not an expense. When you highlight the value or impact of your service, the client sees it as an investment. In contrast, a price-based focus becomes an expense in the client’s eyes.

5. Inspires action. A focus on results generates energy and enthusiasm. In turn, the client wants to act.

6. Allows your client to make an informed business decision. The value-based vendor offers options with distinct prices. Clients choose among them. They’re clear about the trade-offs involved.

7. Establishes a trust partnership. Once the client’s investment manifests in real value or impact, the vendor becomes a trusted partner. The relationship flourishes. Other opportunities develop.

In short, vendors selling value come up with ways to serve their clients. In the process, they redefine their work. They explore ways to differentiate themselves and their services.

This transition from a price-based to values-based approach is not an easy one. It begins with a transformation in how you as a vendor see yourself. You aim to build mutually beneficial relationships rather than manage one-off engagements. It’s more demanding and, the authors of Breaking the Time Barrier conclude, much more rewarding for all parties.

Breaking the Time Barrier doesn’t break new ground, as works like Alan Weiss’ Value-Based Fees offer more in-depth treatment of similar issues. Nonetheless, by offering a compelling case for values-based sales via a parable, it offers an invaluable addition to the literature that’s no doubt contributing to its positive word of mouth online.   

January 20, 2018
I'll start with a new book, Impromptu: Leading in the MomentAs a professor of management communication and leadership/communications coach and consultant, I immediately sought out this book based on its title. By highlighting the prevalence of impromptu speaking opportunities, the author (Judith Humphrey) has identified a critical change and with it has mapped out concomitant skills and aptitudes individuals must master to thrive. The book overall offers a quick read with short chapters designed to serve as an ongoing reference. Humphrey covers a lot of ground here and that's a strength. 

That said, some chapters covered territory (e.g., the scripting template on pg. 98, how to handle questions and answers) that undoubtedly will be familiar to experienced communicators, Toastmasters, and others who've spent time looking at other books in the field. I wish Humphrey had mentioned some of these books (I'm thinking specifically of Roger Ailes' You are the Message and Thomas Montalbo's The Power of Eloquence) which would benefit the reader seeking additional insight. Her argument overall is sound, although the dichotomy between prepared and impromptu speeches is often fuzzier than the reader might conclude. To that point, many of her main points could just as well apply to occasions when formal presentations are required. 

These latter points aside, Humphrey has delivered a worthwhile book bound to be helpful to professionals seeking further insight into the complexities of communicating in our times.

Check this page for additional reviews as I complete them. 

Last updated February 5, 2018

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