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How to stop being a charity and get paid for what you do and help you give.
Pricing - the value cliff drop

When you don't get paid for your work: the value cliff-drop

February 14, 2019

#SmallBusiness60: Episode 2

Have you ever felt that you spend longer in conversations with prospects than you think you should be doing? And giving more advice upfront than you'd prefer to, just to make the sale?

The military will 'fire its big guns early' to make an impact in battle. And there's a lot to be said for this in marketing, by providing lots of value up front.

But there's a fine balance to be struck. When insight and assistance you give away moves into what you'd be charging for, only your prospect wins. Because then you're a charity when you don't get paid for your work.

It's a lose-lose for you. You're not only losing the revenue that you would otherwise make by selling this as a service. But also, if they do buy, the level of expectation that they then have of what they'll receive in return is sky-high.

It only ever leads to a cliff-drop where high expectations hit the rocks of reality below. It's impossible to keep what you eventually deliver that high.

Because if you're not taking payments for the advice or help your prospects are getting from you, then you're a charity.

If you know you can provide immediate value, don't be afraid to prepare to ask for the sale; even a simple entry-level one.

That's not to say that charity doesn't have a place in business, but without profitable sales, there is nothing left over for charity.

Marcus Sheridan talks about pricing as one of the five key tenets of engaging content in his book 'They Ask, You Answer'.

Getting paid is core to Connectably and it's important to us to help our users get paid themselves too.


Gareth Everson

Gareth's the founder of Connectably. He's a business systemiser who helps small business owners who aren't always natural "software people" to systemise their processes, understand marketing technology, improve client experiences, launch new services, get paid their true worth, and increase the value of their business. Connectably is a self-funded software business (founded 2017) that serves other small businesses. You can follow Connectably here, and connect with Gareth here.
Author: Gareth Everson - Founder Connectably

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