To Bill or not to Bill - How will our Customer React?
You see, I just don't think this is the right question to begin with! Â If we are looking at our billing for the month and wondering should we invoice those hours or worse still, do we think we will get away with invoicing that amount, we haven't asked ourselves the right questions to begin with. Â I'm sure we've all heard the stories at beer o'clock, regaling how much we were able to charge a client or the other side of the equation, how sick and tired we are of writing off hours that we can't possibly justify in charging.
OK, first cab off the rank, let's get our heads straight and understand that I'm not talking about justification of billing, what we're talking about is understanding the difference between value pricing and value billing.  Put the ethical issues aside as another discussion altogether, the question of To Bill or not to Bill belongs firmly and squarely in the corner of firms and practitioners who don't use a value pricing business model and have the value conversation with customers upfront.
It is a very different proposition to develop trust in a relationship, create empathy and understanding of what is really going on in our customers world and from there provide solutions that solve the real problems they have, not our pre-conceived notion of what problems our services fix.
I was reading an online post recently, I can't remember the actual Blog in which it was written but the author,  quite rightly was criticising proponents of value pricing. It was a dissenting opinion and I say rightly criticising because it is important to ensure that our convictions are challenged.  It does none of us any good to live in a bubble and refuse to be confronted.  The example of this blogs post was the author having the misfortune to be at a presentation where the speaker advised that the best way  to understand  implementing value pricing was to "come along to my paid seminar".  Well for my money, I believe that it my responsibility to determine the problems of my customers up front and then deliver the solutions, not have a nifty sales gimmick and then hope that when they get the bill they appreciate the value delivered.
What this presenter was doing was delivering a value billing proposition!  How absurd and no wonder that there was this disillusionment and to pick up the bat and ball I would like to answer the question properly so that we all understand value pricing.  The steps are to understand yourself first and then the customer before you can consider discussing business, doing business from there on however become easy as a consequence;
1.  What are the unique insights and knowledge that you have developed or acquired which position you to hone in on a niche market as a professional knowledge practitioner, this is "specialisation".  Why are you so focused on that particular niche?  This is the question you need to answer to determine that you have a "purpose" to fulfil.  If we answer these two critical questions about ourselves we know what we are going to become an authority on and why we will keep on getting out of bed day after day, week after week, year after year to keep on doing it.
2. Â The next step of course is to know our customers and apply that deep unique insight and knowledge that we have, to deepen our relationships and truly get to understand the problems that our customers actually have. Â If we know what our customers problems we can determine the real "value" we are delivering and position ourselves in that niche as the Go To firm because we deliver. Â This brings us to the final piece in the jigsaw and that's articulating our value, telling the market our "story" so that we transition from pushing ourselves on the market to having the market seeking us out.
Now to be fair, I haven't discussed in detail these as individual elements and there may be other questions that arise because of that.... Â in the meanwhile, feel free to leave any comments, questions or observations and we'll keep you informed with more posts shortly on this topic.
The process of implementing value pricing is simple, specialise with a purpose, understand the value and articulate it. Â What we generally lack are the tools, the steps and a process ie the education platform to follow what is often case the simple things and without a doubt the support to implement and our level of accountability to outcomes are what see us fall by the wayside.
Providing that education with step by step implementation support coupled with accountability for action are the problems that we believe holds back firms and what the Trusted Authority Academy overcomes for your practice to become a "Go To" firm with Premium Positioning and Premium Pricing.
It's not value billing!  We have the conversation upfront so that our customer agrees to price and understands the value upfront, its "value pricing" that a trusted authority delivers.