Do you remember the television commercial for Rice Krispie Treats?

The family was locked out of the kitchen waiting all afternoon while the mom "slaved" away in the kitchen creating the tasty treats. Meanwhile, the mom sat with her feet up reading a magazine. At the last minute she whipped up the yummy bars - threw flour on her face and staggered out of the kitchen looking exhausted.

The value to the family - immeasurable.

The level of difficulty for the mom - negligible

I forget that. I forget the value to the customer oft times when pricing my services. I get caught up in how long it takes me to do something - figuring if it takes only minutes; it can only be worth pennies. I forget that although it only took me minutes it took me years of experience and training to be ABLE to do it in minutes.

Not only that - regardless of the length of time something takes to complete - you have to separate that from the perceived value to the customer; does it save them time, money, effort, etc.

Alan Weiss has written a great book on clearly understanding the value-added benefits we bring to our customers. Value-Based Fees.

Consider the value you bring the next time you pooh-pooh the effort something took you.

Deborah Chaddock Brown
Professional Writer, A Person of Value
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