Captain’s log, stardate 20170921

[AUDIO] The Why Conversation

Sent by Jonathan Stark on September 21st, 2017

Lots of folks who try to transition from hourly billing to value pricing for their project work tell me this:

“I understand value pricing in theory and I love the concept, but I have no idea how to figure out the value when I’m actually talking to a prospect.”

I feel ya.

You’re probably used to sales meetings where you ask questions that are meant to uncover things like scope and features and deliverables so you can estimate your costs.

Uncovering VALUE instead of COSTS in a sales conversation requires that you ask a completely different set of questions, namely:

Why this?
Why now?
Why me?

When you’re first starting out, it is very hard to change your old habits, especially when you’re on the spot talking to a prospective client.

To help you understand this better, I recorded a short podcast episode that many people have found useful:

The Why Conversation

Enjoy!

Yours,

—J