• The Price and Value Journey

Trading Jobs

December 1, 2020

My thoughts on a note I received from an independent consultant on starting her business and realizing that she’d traded jobs.


On Confidence and Silencing the Voice in Your Head

November 10, 2020

The biggest problem most professionals have with their pricing starts with a lack of confidence. The solution to this problem starts with a change in perspective.

Dogs Chase, Experts Don’t

November 3, 2020

On expertise, dogs, and the unintended signals some professional services providers send.

The Journey from Pain to Delight: A Case Study of An Effective Testimonial

October 20, 2020

The most effective testimonials recount a journey: from customer pain, to service provider solutions, and ending with delight and relief. Here’s an illustrative case study of such a testimonial.

When "Know, Like, and Trust" Doesn't Matter

When “Know, Like, and Trust” Doesn’t Matter

October 13, 2020

The old cliché about how “people do business with people they know, like, and trust” doesn’t fully explain why clients buy or their willingness to pay.

How Clients Benefit When You Charge More

September 29, 2020

Yes, It’s counterintuitive. But clients benefit more when you charge a higher price, one based on the value they perceive receiving from you, than if you discount your services.


The One Essential Element of a Great Testimonial

September 15, 2020

The ideal testimonial is one with which your ideal clients immediately identify, and there’s one element every great testimonial possesses.

What Checking References—Or Not—Reveals about a Prospect

September 10, 2020

How should you judge a prospect who doesn’t check the references you’ve provided? Such a circumstance may indicate a price-sensitive client you want to avoid.

selling to your own wallet

Selling to Your Own Wallet

September 3, 2020

You’re not writing the check. The client is. But you think your pricing is too high. It’s called “selling to your own wallet,” and if that’s what you’re doing, this post explains what that symptom usually reveals.

“Know, Like, and Trust” Starts with Service

August 27, 2020

There’s a cliché that “people do business with those that they know, like, and trust.” That’s true, but “know, like, trust” starts somewhere else that’s counterintuitive: service.

© 2018 Ray Business Advisors, LLC.