How do you explain value when a client sees that something is easy for you?


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When you are an expert, you make things look easy.

I put this question to my panelists on this edition of ‘Quick Hits.’ Life coach Sara Oblak Speicher gave us an illuminating answer: “What comes easiest to you is what you should charge the most for.”

Clients want expertise. But they might presume that if expertise comes easily to you, then they might not need to spend too much on it. But they have to understand that time and situation-tested experience doesn’t come at a bargain.

Communications consultant Philip Tate gave us an Italian word that captures exactly what we’re giving: Sprezzatura. It means ‘graceful conduct or performance without apparent effort.’ No matter how easily or quickly we provide it, the client will get our expertise.

Mike Sicuranza, CEO of Affinity Wealth Management, also reminded us of those people who “have imposter syndrome and are afraid to charge what they’re actually worth.” We should always remember that our expertise can provide great value which deserves adequate compensation. If someone wants something for free, there’s no need to negotiate with them. Let them find someone who will do it for free.

What tips or tricks do you use to help your clients understand the value you provide?

Connect with the panelists:
Philip Tate:

Sara Oblak Speicher, MBA:

Michael Sicuranza:

Dr Robyn Odegaard:

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