“Sugar Futures Down 22%”
As you may have noticed, what suffers in that situation is usually your external measure of value – your price. When the value you provide is not clear, you get resistance about your fees.
Worse, it can be hard to get clients at ANY fee. While they may not say it to your face, prospects may wonder, “Why should I hire you instead of that other coach?”
I’m referring here to coaches, but I’ve worked with Realtors, optometrists, consultants and financial planners on this same issue: breaking out of commodity status.
It may be depressing to learn your prospect has hired another, less expensive coach. But it’s really confusing to learn they went with the option charging three times your fees!