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#692: Make the Case for Raising Your Rates

Posted By Mark Haas CMC FIMC, Tuesday, November 8, 2011
Updated: Tuesday, November 8, 2011
With downward pressure on prices in general, and consultant rates in particular, how likely is it that I will be able to raise my rates anytime soon?

Although overall economic strength or weakness may mean overall prices "should" increase or decrease, this has little to do with rates clients will pay for your consulting services. In theory, skills in short supply compel people needing them to pay higher prices. In theory. But that is only part of the story.

When the economy changes, the types of services in demand also change. Don't confuse supply with demand. Just because there aren't many other consultants doing what you do doesn't mean that the demand remains high. Sometimes the demand declines along with supply.

Increasing your rates requires you to make the case to prospects and clients that your services will make them and their business more productive. When the economy slows, there are needs for new or different types of services. Your credibility to provide those services is your validation of your greater value.

Tip: Talk to your clients about specifically what has changed in their short term needs. Look at the trade press for points of pain for companies in your area of specialization. For example, for companies with tightened credit or decreased cash flows, how can you recast your services to alleviate these challenges? For example, if your area of specialty is training, often a discretionary expenditure for companies, recast your training to show how your training will increase employees' abilities to sell more products and increase cash flow. Show the direct link between increasing cash flow to increase profitability in the emerging economy and your ability to increase employee productivity through usable skills. Be fully prepared for any argument that your services are worth less because "the economy is slow."

© 2011 Institute of Management Consultants USA

Tags:  brand  fees  intellectual property  market research  marketing  proposals  reputation 

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