Sunday, February 18, 2018

Review of Breaking the Time Barrier

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 BarrierThis 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 investmentIn 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.   

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