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The Inherent Lunacies of Commonly Used Pricing Techniques in Service Businesses

There are many service professionals out of the company must give you a
there who offer a broad range of non-executive director position, so you
compensation strategies for their work, have a say in company matters. Insist
hoping that prospects will find one of that you must be involved in every single
them more attractive than the others and decision and you have unlimited rights to
then they are more willing to engage inspect the books. Remember, you are not
these professionals.While some of these afully-fledged decision maker but not a
fee-setting methods are good for certain passive observer either.You also create
situations, some of them are plain duds an agreement that you are not responsible
and can land you in really nasty for anything that is going on in the
situations.So, let us review here some company, and you take no responsibility
pricing methods service professionals for the company's debt either now or in
use, and we look at both the pros and the the future. You just use your director
cons of each method. Some methods are position to make certain that some anal
great but the problem lies with their retentive cost conscious bean counter
interpretation.Let's start with a common doesn't undermine your lead generation
belief. Many professionals guarantee initiatives by cutting budgets. Let me
results and try to use this guarantee to know if you need some help in this
entice clients from competitors. This is area.Equity/Stock PositionI would avoid
the same as guaranteeing to your spouse this method like the plague. Let's face
that your marriage is for life and it. Some 98% of all businesses fail
nothing can end it except death.So, the before their tenth year in business. So,
essence is that we cannot promise if you enter a stock option agreement,
definite outcomes, unless we control you have only 2% chance of emerging as a
every aspect of the client relationship. winner being rewarded for your expertise.
And there are just a very few I may not be a mathematical genius, but
professionals who can do that. They are even I know that if I have only 2% chance
gravediggers, embalmers, autopsy doctors, of reaping the rewards, I had better not
and other professionals whose clients are take 100% risk. It is just not a sexy
fairly cold and fairly horizontal. When I ratio.Also, when business owners offer
was a gravedigger and embalmer, I was in you something in the future, they try to
charge and my clients were pretty abdicate the risk onto you. At the same
passive. They gave me the right to make time, just take a quick look at the cars
key decisions.Personally I believe it is they drive and the homes they live in.
unethical to guarantee outcomes when you They don't want to sell their cars in
work collaboratively WITH clients.It may order to inject some money into their own
work a bit better when you work as an businesses. They ask you to inject your
outsourced labourer and are expected to own money as a "partner". They are having
produce results FOR your client.So, let's a great time, while you are hoping and
see these fee-setting methods.Flat praying that you see some money for your
Negotiated Fee (Project Fee)In this work.But then you could start the same
method professionals usually calculate business as a competitor, push that idiot
how many hours it will take to do the job out of the market and then you keep 100%
and how much you have to fork out on of the profits. It is a lot better
materials, and quote a price accordingly. deal.Especially high-tech leeches have
But from the client's standpoint the "I been famous for this before the dot com
run a team building workshop for you" is blast, but even now. They know they can
as useful as a chiropractic clinic en have a great life using some venture
route to the gallows. Clients want to money. We just must make sure we don't
reduce talent attrition, boost sales descend to the stupidity level of some
(strategy) and the way (tactic) to "investors", and don't invest our
achieve it is improving team performance. hard-earned money and talents in these
But how you improve team performance is lunatics' adventures.But if you feel
absolutely irrelevant. If it is a passionate about what the company does,
workshop, be it a workshop. If it is go for it, but demand a non-executive
removing some team members, that is fine director position on the board. Again,
too. If it is feeding them some pancakes, accept no responsibility against losses,
that works too. The means are irrelevant but make sure your voice is heard and you
as long as they are legal, moral and are involved to a certain extent in
ethical.If you can say that that let's running the show.CommissionsThis is a
work together to reduce annual talent fixed percentage of profits on specific
attrition by 25%, that is a valuable sales and it
proposition. Can you see the difference? sucks.Imagine that your efforts result
If it takes 10 minutes to remove some in $1 million in monthly sales. Great.
prima donnas from the team and improve You estimate a great commission
performance, why the cricket would you cheque.Then comes the business owner and
bother to run a workshop? The real announces that using this $1 million he
performance improvement takes place right wants to buy a new house and a new
after removing the troublemakers.You Ferrari. All in all, after all that hard
can't improve the overall performance of work the $1 million is gone and you are
the fire brigade by running workshops on there with pennies in your pocket because
the physics of fluid dynamics. Hey, they your commission is payable on profit.And
don't need to know that aspect of since you have no say in company matters,
water.Since this approach is about all you can do is to grit your teeth,
working hours, there is a tendency to tighten your belt ready to face some
include heavy reports and tonnes of starvation and look forward to the next
unnecessary memos in the month, being terrified of the boss' next
agreement.Monthly RetainerThere is a huge whimsical decision.Besides all that, this
misunderstanding here. For many service compensation method is highly unethical.
professionals, retainers mean a certain It forces you simply to sell more not to
number of hours of pre-paid manual improve the client's condition. It's
labour. However, I believe that buyers short-term focused with no regards for
use service professionals for what they long-term strategy.Imagine that you go to
know, that is, brain power, and not for the store to buy a simple computer for
what they can do in the form of manual word processing, but the sales clerk is
labour (brawn power).Just imagine a trying to sell you a top-of-the-range
financial advisor. She takes care of your all-bells-and-whistles computer. He
assets for a certain annual fee, but if doesn't care what you want or need. He
you try to convince her that "Hey, I'm cares about what he needs: More sales to
too busy, here is some money, go to the be able to pay the mortgage.Some people
bank, stand in the queue and pay off my may say they don't do this. Look, we are
VISA card, since I pay you anyway", she humans. If the road is clear and there
may recommend you a check-up from the are no cops around, we all exceed the
neck up in the local mental hospital.Also speed limit. All in all, when the
make sure you get paid in advance and temptation is there, we can easily fall
provide unlimited access to you. You also for it. So, the best bet is to remove the
have to stipulate who exactly has access temptation itself.Do you remember - from
to you. There is no point in charging one the movie The Exorcist - when the young
single fee and allowing a whole priest, Father Karras is preparing to
corporation to call you whenever they meet the possessed girl, and Father
need your help.Again, your retainer is Merrin, an experienced exorcist, warns
compensation paid to you for access to him, "Fo not listen to anything the demon
your smarts and talents for a says. He will mix lies with the truth to
pre-specified period of time. The confuse you."The commission structure is
retainer is not a pre-paid hourly rate the same. It mixes so many lies into the
that is drawn against as dispensed equation that the good intentions just
billable time. You are not a human vanish. Just keep away from
vending machine.There is no project in commissions.Oh, one more little thing. As
retainer agreements. There are no a service professional you are supposed
specific objectives. The emphasis is on and expected to be unbiased. When your
having access to your smarts and counsel. compensation is directly attached to the
The value of the retainer agreement is outcome, you will be everything except
not a function of your physical presence unbiased, thus you automatically become
either. It is the client's responsibility useless.It reminds me of the police force
to contact you whenever your advice is in the old communist Hungary, where the
sought.Fixed Fee With Exposure cops were paid bonuses based on the fines
OpportunitiesThis is when clients say they collected. Guess what? They
"Although we pay you only peanuts but you ruthlessly fined every warm body with a
will get millions of dollars worth of pulse. And the sad thing was that they
media exposure." This is retarded.Imagine made up rules on the fly as they found it
going to Safeway (Grocery store chain in most beneficial to themselves. And when
North America, the UK and maybe elsewhere the poor victims tried to argue their
too) and refusing to pay full price, sides of the story, the cops often just
arguing that "I offer you exposure by beat up their victims. It happened to me
carrying my groceries in your shopping a few times too. Then they forced me to
bags". What do you think would happen? sign a document that I had fallen down
The cashier would call the nearest the stairs. Then they dumped me in a dark
lunatic asylum to book me a place.Push alley and that was it.BarterIn this setup
back to buyers and tell them that unless you are supposed to exchange services,
they only want "exposure to value" not but there is a problem here.Let's say
the value itself, they had better cough that you are a private tutor and your
up the dough. Imagine, you go to a client is a car mechanic. So you teach
restaurant starving, order teriyaki his kid and he fixes your car. Is that
elephant tail, and the waiter does a nice fair? On the surface it is. But let's dig
PowerPoint presentation on how teriyaki a bit deeper.The mechanic fixes your car,
elephant tail is cooked. Then he happily which is a rapidly depreciating liability
brings you your discounted receipt. You anyway.However you are tutoring the
have just been exposed to value but did mechanic's daughter, so she can get
not get it. You are still starving. How better grade, she can go to a better
would you feel? Still starving? Then university, she can get better
watch the presentation again and pay the recognition as a professional, so she
discount rate again.You offer real value, doesn't have to slog her way through all
so you must only accept real dough. the drudgery her parents went through.
Wherever in the world you live, I find it All in all, you offer the mechanic's
hard to believe that the reining currency greatest asset (her daughter) an
is called "exposure". But check it with opportunity to become all she can be and
your mortgage company. I may be achieve more then her parents have ever
wrong.Cost-Based FeesThere is a problem achieved.Is this barter equal? Not
here. In this braindead situation you are exactly. Who is offering more value in
supposed to be paid based on your costs. this equation? I vote for the tutor in
As a service professional, you can offer spite of the fact that teachers earn a
advice worth of thousands of dollars in tiny fraction of what car mechanics
ten minutes at very low costs. So, why earn.I know people who barter their
should you be penalised just because your professional services for computer parts,
overhead costs are so low?When you were groceries and other tangible bits and
in the phase of collecting your bobs. That is, they turn their own
knowledge, you paid both for your services into cheap commodities by
schooling and your education. (The older bringing them down to the level of a bag
I get the more I realise the difference of potatoes or a hard drive.Can you
between the two.) Nobody came to you imagine the lawyer saying, "Replace my
saying, "Let me help you to pay your computer's hard drive and in return I get
tuition because a few years later I want your uncle out of prison." Something is
to hire you and need you to be as seriously wrong with this picture.Hourly
knowledgeable as possible".Contingency FeesThis is concentrated stupidity of the
FeesThe mistaken idea behind this payment highest degree. It is basically giving
method is that every dollar your your life away piecemeal. And I don't
expertise brings to your clients' care how high your hourly rate is, it is
businesses, they pay you a just plain negligent to tie your income
percentage.Once I had a woman who wanted to such a finite entity as time. If your
to hire me to help her with weight loss. value is simply the function of the time
(I am a certified personal trainer and you spend in your client's company, you
coach some businesswomen over weekends on may just turn into a lapdog, and at least
fitness and lifestyle issues. You can you will be more highly appreciated.There
call it a paid hobby.) But instead of are so many problems that it is just hard
paying me my normal fees, she wanted to to express in one short article, but here
pay me for the lost weight. I told her are some.First here is an exercise for
that it was up to her how well she would you. Average North American consultants
adhere to the programme I design for her, invoice some 1,144 hours a year. Multiply
and she would start shaping up this number by your hourly rate, and what
accordingly. She insisted on the pay for you are staring at is the absolute
performance (lost pounds). So I had no maximum you can earn.Per Diem
option but to tell her that I could push fees......inflict an artificial upper
her to the brink of certain death to limit on your earning potential...make
achieve maximum weight loss, but that your income subject to "going" or
would not achieve what she was seeking. "competitive"(ly low) rates...present you
Although she saw the point and was as an expense, an impediment...damage
willing to accept my normal fees, but I your market positioning and create a
decided to reject her as a client. A space for price objections...force
troublesome prospect most often becomes a clients to make too many budgetary
bat out of hell (hello Meatloaf!) decisions, and create too many yes/no
client.How stupid do you think a mother situations...do not require your clients
would be if she paid a babysitter for the to fully commit to the project, because
poundage of flesh she has to babysit? they know they can end it anytime...lock
Just a thought.Business owners all over you into a "commodity trap". You are just
the world are pounding on their chests one of the crowd....take your focus away
that they have no money to waste and they from creating and delivering value
only pay for performance. This statement because you always try to sell more
is also bullshit. They have already deliverables and tasks regardless of
wasted a boatload of money on their own improvement in the client's
stupidity and underperformance, called condition.SummaryThe way I see the
"figuring it out", instead of hiring some situation is that it is me who takes a
help.Far too many business owners call in risk by running in my own business. I am
external advisors too late. Just imagine. willing to take this risk knowing that I
What is the point in hiring the best ship am the owner and the ultimate decision
consultants to save your sinking ship maker of this business.Whatever happens
after she hit an iceberg and is already 9 in my business, I am single-handedly
10 under water?My view on contingency responsible for the results.But while I
payment is that I don't want to take 100% am willing to take this risk in my own
risk and then be rewarded with a 10% of business, I am not willing to assume risk
the rewards, while the business owner is in other people's businesses. Yes, I
having a great time, knowing that she guarantee my work but I cannot guarantee
abdicated all the responsibility to an results, simply because I am not the
external helper.This also reminds me of decision maker.Here are some questions to
how so many professionals live their consider:Can military generals guarantee
lives. They are willing to sacrifice victory? No.Can airline pilots guarantee
their own health for the sake of chasing safe arrival? No.Can surgeons guarantee
more business, and from their 50s they survival for their patients? No.Even
spend all their hard-earned money on Harvard Business School cannot guarantee
remedial measures to re-build their that, after completing their MBA
health. Does it work? No. You simply programme, you will have a guaranteed
cannot put in what is not there. Once position at McKinsey & Co. or any one of
your health is gone, it is gone forever. the large accounting firms. But I have
It is so simple.All right, business also heard that you have to pay the -
owners may cry that they are only willing obscenely expensive - tuition in advance
to pay for results. Then how come that with no guarantee for getting a job at
they have been paying themselves for all. How is that?As a service
years and years for their own mistakes professional, all you can do is to bring
and underperformance? Maybe they should a lot of your past experience to your
pay back all that money and now there is engagements to improve the client's
money for a competent advisor.This method condition. The client must take
doesn't work in consulting, which is all responsibility for getting the greatest
about collaboration. It is about WE possible result from your advice.In my
create something amazing here, not YOU do view the best way of setting fee is based
this and I do that. The synergy lies in on perceived value. Yes, you can stick a
"we" not in "you" and "I".But for example price tag against tasks (conducting
if you do lead generation FOR a client workshops) and deliverables (business
and you are in 100% control of the whole plans), but they are just that, prices.
lead generation process, then contingency Just as beauty is in the eye of the
may work out. Nevertheless, you still beholder, value is in the eye of the
have to demand a certain "setup" fee buyer.So, everything you do should
payable in advance. Also note that you revolve around perceived value as
don't get paid for the sales, but you get received by the client. Hint: It does not
paid for the sales leads. Converting make 20 times more money to make a
those leads into clients and customers is Ferrari as it takes to make a Ford.Ford
not your problem.If you are a DJ and play sells four wheels, some upholstery, an
a popular song, you have to pay royalty engine and a radio for $20,000, while
on the song even if the whole room is Ferrari sells success, style and prestige
empty. It is your responsibility to bring for $400,000. Go figure.Organisational
in people with pulse and money not the Provocateur Tom "Bald Dog" Varjan of
musician's.The other place when Dynamic Innovations Squad helps providers
contingency compensation works is joint of professional services to achieve the
ventures (JV). However, if you JV with a income and lifestyle levels they desire
company, you are a partner. And advisor through high-trust high-impact client
is an advisor, not a partner. The owner relationships.




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