Command Premium Fees As A Corporate Trainer

Here's the honest truth about consulting and training for organizations - there's often a mismatch between the immense value corporate training experts bring and the compensation they receive.

I see it all the time. Experts with 15+ years of experience get paid $3,500 for a 90-minute workshop they have poured their heart and soul into.

However, it’s challenging to command higher consulting fees when clients don't fully recognize the uniqueness you bring to the table.

So how can you signal to clients that partnering with you provides exponentially more impact?

In today’s issue of WILDFIRE, I share the one shift I made that helped me go from being offered $3,500 for a 90-minute workshop to commanding $15,000 per workshop.

Let me preface this by saying that when I mention corporates, it includes associations, non-profits, organizations, accelerators, and other companies.

If you want corporate clients to say yes to paying you $15,000 for a team workshop, you must establish authority and demonstrate the unique value they can’t EASILY get elsewhere.

Otherwise, they’ll default to the standard $3,500 workshop fee many are accustomed to paying for generic offerings.

That's why the FIRST step in monetizing your LinkedIn has nothing to do with LinkedIn.

First, you should get clear on your "IT Factor."

How we communicate our unique experiences, knowledge, and perspectives makes us magnetic to those we meet offline and online.

But we often overlook or downplay these differentiating elements.

I call this your "IT Factor" - the unique thing about you that draws people in.

Here are some examples:

=> A compelling origin story of why you do what you do.

=> Hard-won lessons and wisdom from your career journey.

=> A distinctive leadership style or philosophy.

=> Deep expertise in an emerging niche or trend.

=> Credentials that make you the go-to expert.

=> Life experiences outside work that influence your approach.

The key is SPECIFICITY.

Without clarity on your IT Factor, you blend in.

You’re one of 10,000+ experts on LinkedIn making vague promises about improving leadership or developing talent.

It's more than just being an empathetic leader or a good communicator.

Lots of people can say that.

Get ULTRA-clear on what makes your brand of empathy or communication unique.

When you get hyper-specific about your distinct value, suddenly, you’re the only one corporate leaders want in the room.

You become irresistible because they see you have unique authority.

For example:

• If overcoming adversity is part of your origin story, share that.
• If you have special insight into female breadwinners, spotlight it.
• If you led a successful digital transformation, describe your methodology.

This serves two purposes:

#1. It builds your authority and credibility in your niche. You come across as the foremost expert.

#2. It attracts people who also resonate with that specific "IT Factor".

Your ideal clients will self-select in.

Here are examples of two women thought leaders leveraging their IT Factor on LinkedIn:

Priya Parker has built a following around her expertise in gathering. As an author and conflict resolution specialist, Priya argues that how we gather shapes our identities.

Her content frequently examines issues of belonging, loneliness, and human connection through the lens of gathering.

Luvvie Ajayi Jones is an expert on digital, but she stands out for her humorous, tell-it-like-it-is style.

Her content highlights how we can live more courageously in the digital age while calling out deception and injustice.

Her voice is funny, frank, and fearless.

These women have other skills, but keeping their "IT Factor" front and center makes them stand out.

Let’s say you spent over ten years as a therapist helping executives navigate personal and professional challenges.

This perspective (part of your "IT Factor") allows you to guide other executives through a proven methodology to build inclusive cultures rooted in emotional intelligence.

That‘s an origin story and distinctive philosophy only you possess.

It’s much more compelling than generic leadership coaching.

With this clarity, your $15,000 workshop could be called:

The C-Suite Methodology for Leading with Emotional Intelligence

And your LinkedIn headline becomes:

C-Suite Leadership Consultant | Helping Executives Lead with Emotional Intelligence and Empathy

Instead of a LinkedIn Headline that sounds like everyone else and says

Education Leadership Coach (real LinkedIn headline)

And suddenly corporate buyers view you as the authority on ushering top leaders into this new leadership paradigm.

They want the insider knowledge you gained from working to support other leaders through growth and challenges.

That commands premium pricing because they see how valuable your expertise is to the continued growth of their organization.

Something other leadership consultants probably don't highlight.

Do you see how clearly conveying your "IT Factor" positions you as the go-to for corporates so you’re NOT passed over or price-shopped?

Own that piece that differentiates you!

The hard part is NOT about the answers. Those are already in your head!!

The hardest part is finding the questions to extract these answers from your head.

Back to you: What’s your plan for establishing your authority in the minds of corporate decision makers?

NEXT STEPS:

Want to work with me to see what changes you can make to position your expertise to make an additional six figures per year from doing a small number of workshops and/or consulting engagements with corporations and organizations while working fewer hours?

Reach out to me here on LinkedIn or email [email protected]

ABOUT THE CREATOR OF WILDFIRE

Deborrah Ashley is a marketing strategist and corporate trainer for organizations, founders, companies, and accelerators. She is the author of the book InSIDER- How To Leverage LinkedIn To Stand Out As The Industry Leader.

She works with founders, companies, and leaders to identify and fix the weak spots in their online marketing process.

As a result, they shape brand perception, deepen relationships, and transform how prospective clients, talent, and partners think about and experience their company online.

With over 20 years of go-to-market experience, her insights have been featured in O' The Oprah Magazine, The New York Times, and Black Enterprise Magazine, and she is frequently tapped to speak on building a presence online.

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