How Valuing Values Attracted a $50K Client.

Attempting to build a content consulting firm in a major market after 2020 is challenging, which is putting it very mildly. You not only have to contend with the multitudes of other marketing solutions available in your market alone, to say nothing of the other marketing brands that have established themselves across the states. Each one with their own personality, style of self-promotion, and active digital strategies. However, I've found that sometimes, those factors don't matter as much as simple, sincere, and in-person reciprocity.

Let me tell you about the time that I placed myself in a position to convert a $50k client simply by valuing his values.

In Charlotte, there's a lot happening every week. A number of seminars, workshops, conferences, and other educational events are taking place. While attending one of my favorite pitching events, I struck up a conversation with another regular attendee. We exchanged the usual, "Hi. What's your name? What do you do?" formalities, and I noticed how he took quick interest in the function of a "content consultant". The term arguably isn't as common as a "marketing specialist" or "content manager". So, after giving him the quick rundown, I immediately reciprocated the interest in what he did. He discussed that he was part of an accounting firm, and I learned that they were considering some new marketing items to pursue.

He mentioned that someone in marketing had mentioned that they write a book, something the company could sell, and hopefully help to bring in some more clients. Now, I think writing a book can be nice once a company has reached a point where it can cruise a bit on its revenue and have more time for a special project. But for a firm still trying to earn the attention of its ideal clientele, this seemed like too much time spent on an untimely project. Which is what I told him immediately. I didn't have much of a choice. My poker face isn't great at hiding disagreement.

Over the course of the next couple of months, this associate and I would convene during the same pitching event and catch up on work. Prior to one of the events, I took the opportunity to peruse the firm's website and found something very interesting. The owner of the firm had launched an incredible initiative focused on elevating women in leadership roles. While this was something they featured on the website, it was NOWHERE to be seen on their social channels. I thought this was a hugely missed opportunity.

When I brought this up to my associate and voiced my surprise and slight professional concern, he seemed suddenly elated and validated at my mention. He then told me that the firm had been working with a marketing company that had only been overseeing a couple of communications avenues (not including social media) and that he had often mentioned that this initiative should be more heavily promoted in their marketing. However, the marketing company disagreed. Something I personally couldn't wrap my head around. The missing marketing campaign was SCREAMING at me.

Campaign Title: "How Your Investment Can Elevate Women In Leadership. Contact {Associate's Business Name} Today."

"How could their marketing company not see the VALUE in that potential campaign?" A question I kept asking myself.

As I continued to voice how their marketing company should be using that community involvement to tie back into the business's mission and services, my associate became increasingly more excited.

Then, after months of simple conversation and tossing around ideas, this associate finally asked me...

"Can I schedule a consultation with you?"

I was elated at this question. To be honest, I had almost resigned to the idea that he may not be interested in working with me and somehow become oblivious to the very possibility, even when he'd voice his frustration with the current marketing.

I like to have a couple of steps in my consulting approach. First, a discovery call where I can outline and determine what my prospective client wants to see optimized. Secondly, a consultation call where I give my review of what I evaluated since the discovery call, giving my professional opinion on how current marketing attempts are coming across to potential audience members.

After giving my feedback and suggestions, the next best possible thing happened. He asked for a quote. As stated earlier, trying to start a marketing firm in Charlotte is tough and you want to make sure your pricing is fair a competitive. With this in mind, I created a quote to work as a content consultant for his team for 20 hours weekly at a rate of $25/hr.

Thinking this a fair and competitive price, I sent it in to my associate. To my surprise, he responded quickly, saying...

"I think this is good but I think your rate is too low. Double it and send me another quote."

I was floored by this response. I'm more accustomed to being told that my hourly rate was too high. Never before have I been told to DOUBLE my hourly rate before a prospective client would share it with his team. Still in the throes of disbelief, I went back to Canva, doubled my hourly rate to $50, and resent it to my associate. He gave a quick "Thanks" and told me to touch base with him in a few days.

And just like that, I went from talking to a new colleague to placing myself in a position to earn $50,000 a year, working part-time hours as a content consultant. How did I do this? I reciprocated interest, offered free, authentic but inconsequential advice, and showed sincere interest in an associate's values. These, combined with a little patience, placed me in the position to be told to double my usual hourly rate.

This is a strategy I've been applying ever since.

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