Value is a feeling

Even when people are making “business decisions” that are “best for the company,” they’re still doing so with their own personal interests in mind. At least, this is what Blair Enns says in his book The Four Conversations.

“One person might value the expert that frees them up to spend more time on other initiatives… Another might be looking to make a name for themselves within and beyond the organization and thus prefers the flamboyant expert reputed for their innovative solutions. And the third might be in fear of losing their job if this engagement goes wrong.”

Indeed, even you have your own implicit biases about which of your services the client should hire you for. You might justify your highest-priced or your most-profitable service as the “best business decision“ for the client. But is it, really? No one knows. 

This is when we need to remember that value is a feeling. Unless the client feels heard and understood about their personal goals, they probably won’t see your service as particularly valuable. In my free course called BOOKED (where I teach people to turn potential client into paying clients with discovery calls) this is the first order of business in the call. We aim to understand how the client is feeling on the call, and what their goals are. From there, we match their energy and present solutions that serve them. 

P.S. If you’re not 100% confident with what to say on discovery calls, go sign up for the free course here.