Does your potential client know why you are worth what you charge?
This may sound ridiculous, but do you know what you spend most of your working days doing? At one level, you might feel that this question grossly insults your intellect and your memory as well as your professionalism. So why do I ask?
Well, the obvious is not what I mean. For someone to want to buy your services, they need to know and understand what you do. I have had potential and actual clients like the look of me and then ask me to do things of which I have no experience at all, simply because I matched some preconceived notion they had of an accountant.
Let us assume you meet the Managing Director of a medium-sized corporate. You are a litigator. He says, “What do you do?” It is your big opportunity to open the door to billing heaven. You draw in a breath and say, “I’m a litigator”, or perhaps, to more enlightened souls, that you work in dispute resolution. The MD looks interested and then moves on to the weather. No problem, you think. If the MD ever needs a litigator, I’ll get a call. The MD will know I am the best litigator in town.
In fact the MD may be wondering what a litigator does that is relevant to his business, or whether appointing a litigator may signal that his business skills have failed. Or, whether his existing law firm already has a litigator, as all solicitors do the same thing kinda?