Some prospects (or clients) tell me they don't want to pay for my services because they can get most of it for free on-line? There are powerful research tools, templates and analytical applications. Since I use many of these myself, I can understand their thinking.
It is true that there are powerful tools available online - ways to use business planning software and the availability of many searchable databases. But don't lose sight of the differences between data or information ... and knowledge.
I may have access to anatomy texts, surgical equipment and a facility - but that doesn't mean I should be doing surgery. The ability to assemble and process data is only a minor part of our value as consultants. Information may be more freely available these days, but using that information and turning it into usable knowledge requires the value added experience, judgement and objectivity of a consultant.
TIP:Being an expert places you between available systems and the wisdom of the crowds. For instance, I help clients with employment assessments. It's my years of experience, knowledge and how to apply these tools that add value and separate me from those who are assessment sales people. Especially those marketing online.
Focus on what you bring to the prospect or client and don't compete with online resources.