If you want to move from transactional to consultative, here is where you start.

Spend More Time in Discovery: Spend more time in discovery understanding your dream client's real needs. You want to understand the needs that they know how to…

The resort where my family and I recently stayed has a contract with a transportation company. The transportation company mainly moved people from the resort to the theme parks and back, but they also transported them to shopping malls,…

There are gaps worth noticing when it comes to pricing power.

Two Levels Deep

If your client’s clients don’t have pricing power, they will expect your client to help absorb their weakness. Your client’s client can’t capture value, so your…

Price isn’t value. But price is an expression of value.

When your prospective client tells you that your price is too, what they are saying is that they don’t perceive enough value to pay that price. So the question you have to answer is “Do…

You don’t want to be a commodity. You don’t want to price like a commodity. And you surely don’t want to be disposable or interchangeable like a commodity. If you want to be something more strategic, then you cannot behave transactionally.

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“Hooray! We can have the business if we match their existing supplier’s price.”

Why would you ever have to match your prospect’s existing supplier’s price? Why would your prospect be compelled to change if they didn’t believe some better result…