The Third Lever — Kelford Labs Daily

Lots of service providers seem to only be aware of two levers:

The “What I Do” lever and the “What I Charge” lever.

When they want more business, they raise the What I Do lever and start taking on projects well outside their speciality.

Or they pull on the What I Charge lever and drop it to the floor to win more projects.

And, as you might have guessed, both of these backfire. They end up doing subpar work outside of their speciality, which damages their reputation, and they end up undercharging on top of it which makes their profit problem even worse.

But, here’s the secret: There’s a third lever.

And it’s labeled “Why Me.”

Here’s how it works:

When you want more business, you adjust your marketing, your proposals, your content, and your sales messages to focus on demonstrating why you’re uniquely suited to help your ideal customers.

You outline and explain your process in detail, demonstrating your deep experience.

You ask critical questions that reveal your expertise and demonstrate your thoughtfulness.

You share the tradeoffs you’ve made so you can attract prospects who share your priorities.

Yes, this lever is harder to move. It takes more time and effort to apply pressure on it, but that’s because it affects the other levers.

The What I Do lever adjusts so that you’re doing more and more of less and less, becoming more focused and specialized.

Which adjusts the What I Charge lever, allowing you to charge profitable prices for clients happy to pay it, because you’ve built so much credibility from specializing and focusing, and demonstrating Why You.

Yes, the other levers move faster and they have a quicker effect, and sometimes we’ve got to use them.

I just don’t want you to forget about the other lever.

Because any time you spend adjusting it, even if it’s difficult, pays off across the board.

Kelford Inc. shows experts the way to always knowing what to say.