Whether you’re selling a strategic or tactical service, it pays to ground your offering in an outcome that feels emotionally compelling to your ideal buyer.
Which one of these feels more intriguing (and likely to attract bigger budgets)?
- Let’s get this compliance work done for you (so you can check off a box).
- Let’s fix that annoying problem that will save you money (so you can be happier with your bottom line or get a bonus from your boss).
- Let’s help you realize that dream you keep whispering to yourself at night (that will transform your life).
So maybe you’re thinking, “Hey, I’m just trying to perform a needed service for a reasonable fee—why do I need to think so big?”
Because when you anchor your outcomes as part of a bigger, strategic outcome your client cares deeply about, pretty much everything you do gets easier.
Your services are differentiated from all the other tactical choices your competitors are pushing.
You spark deeper conversations with your prospects, which means you may also wind up offering more transformational choices (that add an extra zero to your fees).
You find your services are value price-able, enabling you to not only deliver bigger outcomes but charge accordingly.
Let me be clear: there’s nothing wrong with offering tactical services your client needs to get done. It’s a time-honored way to grow an advice business.
But when you anchor those tactics into a larger strategic frame, you create growth opportunities for both you and your client.