What Clients Really Want Is “Price to Advice”
Keith Ferrazziâs recent thoughts from FastCompany is as timely as ever. It reminds me of an article from the Gallup Management Journal, referenced below.
Our clients can shop around for the best price, or we can be so involved with their thinking, processes and values that they wouldnât think for a second of going anywhere else because of the relationship/partnership weâve cultivated over time based on trust. What weâve done as service providers is migrate from the place of âpriceâ to âadviceâ.
Suddenly, our strategic alliance is less hampered by the hype of competitive pricing or fads. This is not to say of course that we can rest on our laurels in complacency, nor do we depend on this as a leverage to keep from being competitive in the marketspace. No, itâs just to say that the advice will be so valuable because itâs motivated by âwhat clients really wantâ. And as with anything, this valuable asset of trust, cultivated over time, can be easily lost in a split second if we lose focus of what is at the core of clientâs needs and desires. When we have succeeded in sustaining this partnership, the result is growth that is organic and long-lived.
