1. Value is in the eyes of the client. Provide what is valuable to the client, not to you. Consequently, hold your features and benefits in abeyance. They may not fit the client’s desired goals.
2. Value is based upon perceived worth. Build your credibility through your accomplishments, not what you think you can do. Testimonials and client lists outweigh promises and plans.
3. Base fees on the fulfillment of objectives (e.g. sales increase, higher morale), not on fulfilling tasks (e.g. delivery of a training program)
4. Time-unit billing will always be less than your true value. Never bill by the hour, day or program.