In today’s unbundled marketplace, it’s essential to recognize the difference between “Upstream” and “Downstream” work not only because these two different classes of work require different talent, but also different pricing. While professional buyers will attempt to turn your service offerings into apples-to-apples comparisons, remember that the job of the seller (that’s you) is to consciously and continually identify and separate different classes of value and sell, price, and deliver them accordingly …
When a talented ad agency transforms the global reputation of a brand through a brilliant marketing program based on unique customer insights, that’s an example of the kind of high-value problem solving professional firms get hired for in the first place. It’s the kind of “magic” that characterizes knowledge work, creative thinking, and professional expertise …
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When sitting face to face with the buyers of your services, remember you’re not just selling the value of the work you create. The value your firm brings to the table is deep and multifaceted. But don’t count on your client to point them out for you …
When you shop for a car, you’re looking for an “outcome”, not a set of components that comprise an automobile. Imagine visiting your dream car’s website and finding in place of a compelling description of the car and its main benefits, an exhaustive list of features. Or worse, a list of the components that make up the car – the hood, trunk, wheels, doors, motor, suspension, drive train, cooling system, lighting system, gauges, sensors, ignition system, starting system, switches (you get the idea) …
