Selling service as value: Can your clients afford you?

Put your time in the right place

One sure way to separate yourself from competing producers is to provide truly effective service. This may sound easy, but in reality, it is a challenge. The driver of the challenge is time. Because time is limited, it must be effectively divided.

When determining how much time to spend as a problem solver for your clients, it is important to calculate the value of your time. To do this, simply divide your weekly earnings by workdays and then divide that number by the average number of hours you work each day. This will show your hourly worth.

When prospecting, make sure your targeted accounts are large enough to support the number of hours at your prevailing hourly fee to be able to afford extraordinary service. This takes discipline but gets easier as your book and your confidence grow.

Knowing you can afford to spend the requisite time to build a relationship and provide service that will be perceived as value is the key to becoming a top producer. Without consciously calculating your time, you can undervalue yourself and your client.

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