[ICC] The Helicopter Option

Sent by Jonathan Stark on August 6th, 2017

FYI - I'm currently off-grid at a lodge on a lake in a remote corner of Maine. I'll be back in the saddle on Monday, August 14th. In the meantime, here's a popular post from the Inner Circle Collection:


The Helicopter Option

Sent on September 26th, 2016

Regrettably, it’s not uncommon for me to be faced with a particular problem:

“How should I get home from Boston?”

When I travel, I almost always fly out of my local airport in Providence but - air travel being what it is - every once in a while I end up returning to the Boston airport which is about 50 miles north of where I live.

When this happens, I need to figure out how to get home. The range of possible options that come to mind are the following:

So why don’t I just walk home? It’s the cheapest option, right?

Because it would suck, that’s why.

Each of these options provide a completely different experience, with different pros and cons, and prices that range from $0 to $2500.

For example:

My final choice in any given situation will depend on:

What I’m getting at here is this:

Price is just one of many factors a buyer considers when making a buying decision.

All else being equal, a buyer will choose the option with the lowest price - but all else is never equal.

Software development is a high-touch, service oriented profession. We’re not exactly selling sneakers to the mass market.

There are dozens of factors that can come into play in a given professional relationship: experience, speed, quality, attitude, personality, communication style, world-view, and believe it or not, sometimes even race, religion, and politics.

Expose your clients to what makes you unique. This could be expertise in a particular skill, or it could be a background with a particular audience, or it could be your mission in life.

Whatever it is, let them know about it and you’ll start to attract ideal buyers who aren’t making a buying decision solely on price.

Yours,

—J


P.S. Would you like to read through the entire back catalog of messages? The Inner Circle Collection is now available (use code DAILY25 at checkout for 25% off any volume) -> https://expensiveproblem.com/icc


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