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How To Triple Your Consulting Fees In 3 Easy Steps
It’s a great time to be an expert. While American manufacturing may not be what it once was, it is clear we are in the midst of a Golden Age for advisory services. Whether you call it consulting, coaching, or something else altogether, people are looking for help in figuring out how to help them navigate a business landscape that no longer has a roadmap.
That said, it’s easy to overestimate the degree to which skills and knowledge translate into success for professional experts. While there is certainly a minimum level of competence that every consultant, coach, and service provider needs to have to stay in business, getting rich requires a whole different mindset.
Human beings—including your clients— are not rational creatures. While they may think they are deciding to hire one expert over another because of their amazing new 10 Step Process or Management Matrix, the reality of how they make decisions is much more primal. The professional experts who get paid the most are those who are best at pulling their prospects’ emotional strings. Below are 3 steps you can take to join their ranks :
Step 1: Develop A Contrarian Point of View
There’s a reason people love reality TV, and it’s not the exotic locales or the dramatic editing. It’s the conflict. Humans simply love watching people go head to head. We’re wired for it. Your prospects are no exception. Give them a dose of conflict, and they’ll find it impossible to look away from you. And the best way to ratchet up the level of conflict is to take a contrarian stand. What is a point of view in your field that is leading people in the entirely wrong direction? What is an all-too-common piece of advice that that you can blow out of the water? Figure out the answers to these questions and go public with your opinions.
You’ll most likely make some people angry. That’s exactly what you want to happen. Those most offended by your stance were never your clients anyway. But the ones who align themselves with your outlook will quickly turn from prospects to fanatics. And fanatics pay big money.
Step 2: Get It In Writing
It’s the craziest thing: Two consultants or coaches can have practically the same idea, but if one them has a book she’ll be able to charge double what the other one does. Viewed rationally, this doesn’t make any sense. Maybe the book-less consultant was busy inventing a new process with the potential to change the world while the other was cooped up writing. But for whatever reason, most of us still conflate authorship with excellence.
If you don’t already have a book out, you are limiting your net worth to a considerable degree. So make it happen.
Step 3: Blitz Your Niche
Digital technology makes it easier than ever before to pinpoint exactly where your most qualified buyers are hanging out. Many people, however, don’t approach their marketing this way. Instead, they create a bunch of content, post it to whatever social media platform they happen to be on, and hope the right people see it.
There’s a much better way. Do some research to find out the handful of online properties where members of your target market hang out and then post, tweet, and broadcast your ideas there and only there. Before long, it will look like you’re everywhere at once—at least to the people who matter.
Note : This article was first published on FORBES
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About the author : Michael Schein
Michael Schein is the founder of MicroFame Media, a marketing and strategy agency that turns consultants into niche celebrities. He has worked with companies such as The Medici Group, Magento, Derek Lidow, Balance Integration, United Methodist Publishing House, Wellseek, LinkedIn, Citrix and eBay. He graduated from the University of Pennsylvania with honors and got his start at Spin the Bottle, the production company behind VH1 hit show "Pop Up Video." IMichael Schein is also the creator of the New York Tech Alliance’s Interactive Marketing panel series.