SELLING YOUR SERVICES AS "FREE"
(November/December 2005 Issue)

Helping prospects shift from "just looking" to "happy client" involves leading them over a few money hurdles. The first hurdle is getting them to come in to talk with you. When they first call, they're usually worried that you'll cost too much money. At this phone call stage, the best answer to the question "What does it cost to use you?" is "That depends." And it does. The answer depends on whether the client really wants or needs your kind of help at all, and you won't know that until you interview your prospective client. So invite them in for a problem solving session. Say, "Come in for an introductory session. In one meeting, we can get to the root of your career problem and develop a practical way to fix it." What prospects hear, via the magic phrase introductory is, "Phew! I can just stick my toe in the water," and they usually set the appointment. If they ask, "How much does it cost after that," say: "Half the people who get that type of plan don't need any more help at all; the other half want help with certain parts. Whatever you want or need, we'll find a way to deliver. Money won't be a problem."

As far as pricing that first appointment goes, I recommend setting a fee that's some compensation for your time, but not your full rate. It should be low enough that it won't get in the way of someone who's serious about a career move. Less than $75 is too trivial, more than $185 might discourage an otherwise serious prospect. Personally, I charge $145.

Bingo! You're past the first hurdle. Now what?

When you've completed your initial session, we'll assume your prospect knows he or she needs help. Now, you want to have them learn that your services pay for themselves. You, yourself, are already convinced your services are well worth a two- or three-thousand-dollar or more investment, but the client must be educated about the value or your quote will sound like "too much money."

So this is the point where you talk about pets.

"Pets?" you sputter. "Whatever for?"

Because chances are your prospect would agree that a pet is a reasonable expense, even though it doesn't pay for itself. A dog or cat can cost $3,000 over its lifetime... for food, vet bills, licenses, flea baths, grooming, cremation/burial. It is purely an expense; zero return on investment. Your counseling, on the other hand, services may be priced about the same, but they pay the client back in real money, which is more than you can say for old Bowser.

Strange as it may sound, many people are more willing to put thousands of dollars into pet care than into getting the help they need to derive the most satisfaction out of this single most important--and potentially, most lucrative--aspect of their lives, and that calls for a perspective shift! If the client doubts this, you can just jot down some figures together:

What did your client invest in her car? -- $25,000 purchase; plus $5,500/year gas, maintenance costs. (Paid for by career). What did she get back: 48 months' transportation, and a rusted jalopy.

What did your client invest in his last vacation? $2,000 maybe? (Paid for by career.) What did he get back: Two weeks' getaway... from the (lousy) job he has to go to the other fifty weeks of the year.

Think of your own examples of common $2000 - $50,000 investments. Then, you can talk about the career-investment payoff, and watch the perspective shift happen.

Career Services Investment: $4,000 for an expert to help the client get and win interviews for the right jobs.

Expected return on investment:
A) 10 per cent higher earnings thereafter (= $100,000-$1,000,000 over career);
B) 20-60 per cent less time in job search (= $3,000 - $35,000);
C) Higher satisfaction -- the intangible pleasure of finding a career and knowing what they "want to do when they grow up."

Ask your prospect, "Isn't it reasonable to invest in your career at least what you'd pay for a pet? or at least 10 per cent of a car?"

Once prospects see in black and white the other things people think nothing of spending "real money" on, they readily see that investing in career services doesn't sap income, it generates income--higher income--to pay for all the other necessities and just plain niceties of life.

And bonus! Uncle Sam will pay part of the costs, too! As long as it is not a total career change, all expenses of the entire search including your fee are deductible (as they exceed 2 per cent A.G.I.). So (this is a very rough estimate) a client in the $60K/year gross income range can count on a $300 - $1000 rebate on his fee come tax time.

Bingo! Hurdle number two is cleared with room to spare, and the client signs on the dotted line.

Now it's time to show "it's free" for real. By working intensely with your clients, you'll help them get a better job, hopefully a better job faster, and fondest hope: a better job faster with more money. When you do, make sure clients mentions the "it's free" in their testimonial letter.

By securing testimonial letters from them that say, "This service pays for itself," you've got the best tool possible for sales. Voila! You're positioned as "priceless"--both in your own mind, and in your clients' minds, and most importantly, in the mind of the next prospect who reads your testimonial letter book. When speaking to that prospect, you'll confidently say, "If you follow my advice, this service is free."

Jack Chapman is author of:
Negotiating Your Salary: How to Make $1000 a Minute
He is a career consultant in private practice and runs ongoing support and training teleconference sessions for career consultants in private practice.
He can be reached at 847-251-4727 or jkchapman@aol.com