This is the third and final column on “How To REALLY Make It As A Consultant” while making gobs of money, and enjoying a reputation of excellence. You will learn how to avoid the ‘deal-killer’ consultants often make to obtain business without understanding the consequences of their ‘helpful’ actions. Y/ou will also learn alternatives that will cement you as “THE Expert”. For comments/questions on ideas presented here, contact me at: paul@tulenko.com.

SCENARIO
You’ve just made a presentation to potential client(s) and you want to close the deal! You don’t want a “No” (usually couched as “We’ll think about it.”), and you certainly don’t want to lose a great contract. You need a ‘closer’. You often use words like: “Mr/Mrs/Ms Prospect, we both understand the need for (your product), and I understand your reluctance to spend that much money. Therefore (and here comes the stupid part), I will cut the price by 15-20% (or some other inane figure) if you sign up today.”

CONSEQUENCES
You’ve done at least four things wrong (and I’m sure you can think of several others to add).

1. You’ve devalued your product, implying your product was overpriced to begin with.
2. You inferred they should look elsewhere because if you cut your price, other vendors might cut theirs.
3. You’ve indicated you don’t have faith in your ability to perform.
4. You’ve said you are desperate for business and might cut still more if pressured.

ALTERNATIVES THAT WORK AND WHY
Instead of giving away or devaluing your expertise, ADD VALUE! To make this work you need a ‘bonus-pack’ of products and services. Include these ‘bonus-pack’ items for immediate action and offer the package to every potential client. Include email, phone consulting, books, tapes, etc. Here’s an example:

We-Do-It-All Offer:
Start with the price you want for your Product/Service. (Let’s use $2000, but you can work this with $2K-100K without a problem. Just include the appropriate BONUS items as indicated.)

1. BONUS copy of your latest book (check the $97 offer on my website at www.tulenko.com for info on how to accomplish this) (Value $30. Your cost $10.)
2. BONUS audio tape set of a session where you were the main speaker. (Value $190. Your cost $20)
3. BONUS video recording of another session if you have one.(Value $320. Your cost $25)
4. BONUS volume of your newsletters for the past two/three years.(Value $270. Your cost $10)
5. BONUS one year subscription to your weekly newsletter. (Value $90. Your cost $???)
6. BONUS email consulting sessions. (Value $90. Your cost $???)
7. BONUS two hour telephone consulting in 15 minute increments. (Value $300, Your cost $???)

The total Value is $3,290 with an estimated cost of $2,065. Your price for “Sign-Up-Today” should be somewhere between $2,065 and $3,209, but slightly closer to the lower cost. This is the “I want everything” price. The items included in your package would be those you would want your client to have to make your and their job easier.

We Help-You-Do-It Offer:

1. Repeat the first offer and remove several of the BONUS items by drawing a line through them. Do NOT remove them!
2. Perform the same calculations.

This is the “middle ground cost” Select a cost as above.

I Can-Do-It-Myself Offer:

1. Repeat the first offer and line-out all but the most important items, those you know you absolutely must provide.
2. Include a statement that all other services will be billed at your standard hourly rate of $XXX.XX.
3. Perform the same calculations.

This is the “bottom-feeder” price. Your price for this package should includes your product VALUE plus the COST of included BONUS items.

WHY THIS SYSTEM WORKS
The psychology is simple. There are some people who want the best, and they will buy the best. Then there are those who want the absolute lowest cost, and they will only pay the lowest price. The rest will compare prices and see that the middle gives them just about everything they need, All will get exactly what THEY want, and will not haggle pricing, which is what YOU want. Note that you NEVER have to discount, your client has to SELECT!

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is an International Small Business Success Consultant based in New Mexico, USA. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.