My Answer to the “Value” Question

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Brett Jordan on Unsplash

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Back in the good old days when I used to give talks before a live audience, I developed a foolproof way to ensure what I was speaking about was of interest to participants.

As part of the registration process, each person was asked to respond to a series of questions, like these:

What’s the question you dread getting the most from prospects?

What’s your biggest barrier to converting prospects into clients?

What’s the one topic you want to be sure is covered in Dan’s presentation?

Consistently, advisors responded that they had difficulty explaining how the value of their services justified their fee.

My approach to the “value” issue

In my articles, I have taken a consistent position on the “value” issue: Don’t explain your value or justify your fee unless you are expressly asked.