『John Ray Explains The Generosity Mindset』のカバーアート

John Ray Explains The Generosity Mindset

John Ray Explains The Generosity Mindset

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Bill Lampton: Hi, there. Welcome to the Biz Communication Show. I’m your host, Bill Lampton, the Biz Communication guy. Every week, hosting a conversation with an outstanding business communication expert so that you and I can learn tips and strategies that will boost our business. Today, it’s an absolute delight to host again, as he’s been our guest several times, John Ray, coming to us from the Greater Atlanta Metropolitan Area. John Ray works with consultants, coaches, attorneys, fractional executives, and other professionals who sell expertise. He helps them diagnose and express their value, price accordingly, and build business through trust, not pressure. He’s the author of the five-star rated book, The Generosity Mindset, which redefines generosity as a professional asset, not as giving everything away. So, I know that you will join me in welcoming our expert for the day, John Ray. Hello, John. John Ray: Bill, what a delight to be with you, as always. Thank you for having me back. I really appreciate that very much. Bill Lampton: Well, I— I benefit every time, and I know that our viewers and our listeners benefit as well. You have built a wide reputation, John, as an expert on pricing. A topic that really, until you tackled it, I’m not sure that I heard very much advice about that. And I think of how [laughter] I could have used that advice three decades ago when I launched my career as a professional speaker, consultant, coach. And like many people, I was ready to take a fee, [laughter] not recognizing that there were options. So, one of my first uh questions, which I think our viewers and listeners will want to know is, what prompted you to get into the topic of pricing, to study it closely and carefully, and then to teach many hundreds through your seminars and through your book? To teach them how to maximize the rewards for the service that they provide. What prompted you to do that, John? John Ray: Well, that uh— that is an easy ans— question and answer for me. Basically, uh skinned knees and— and uh t-shirts in the drawer of— of bad pricing, bad engagements. Uh you know, I— I— I came out of corporate like a lot of people do, uh that don’t really know how to price their expertise, and they don’t know that they don’t know that. Um you know, they— they do what I did, which is kind of use others as a benchmark. And when others uh are pricing inadequately, that by definition, that makes your price inadequate. And we all suffer from that. And so, I saw this problem with my clients as well. And so, I got passionate about it. And— and the— the thing about it is, this— this is not information that— that is widely available to uh small business people and— and particularly expert service providers, like consultants and coaches and fractional executives that go out on their own, like I did, to uh and they’ve got a particular expertise, and they start their business. And, you know, there— there are just not a lot of resources immediately available. There are plenty of good ones out there, but they’re just not immediately available to uh people like us. And so, that’s what got me passionate about it. I went uh down that bunny trail, you might say, learning. And uh eventually, that led to me really focusing my practice around that and, you know, writing the book. Bill Lampton: So, as you say, you really tackled what was a needed topic, but in many ways a neglected topic. And as I said a minute ago, I really had not heard much about pricing services until I started attending your seminars and then soon after that, reading your wonderful book, which we will talk about. What, John, are some of the pricing mistakes— two or three that you see entrepreneurs, solo practitioners make? Who— um tell us what are— are some of the mistakes that you run across commonly with your clients and talking with people individually? Tell us— tell us what are some of the mistakes that you— you not only identify, but you help correct? John Ray: Yeah. So, I— I call them the red flags of inadequate pricing. Uh that’s my nomenclature for— for it. And uh you know, one of those is hourly pricing. If you’re pricing by time, pricing by the clock, uh your— your price by definition is inadequate. Um uh pricing is an input. It’s not— ha— has nothing to do with the outcome that the client receives— the transformation you bring. And it’s genu— genu— genu— generally— I’ll get that out in a second— very uh ha— ha— has no relation whatsoever and— and and much, much uh smaller than a lot of clients would be willing to pay when it’s calculated that way. Another few that I see are uh when— when an expert service provider accepts every client that comes their way. I mean, by definition, your price is too low because some of those folks that are coming your way are price-sensitive. They’re— they’re— they’re uh cheapskates. I mean, they...
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