Your Why is Important, But Only to a Certain Point

Last week I spoke to the inaugural conference of the Professionals of After Loss Services (PALS).

PALS is a group of professionals that takes on the burden of the countless administrative details that press on a grieving family after the death of a loved one. From managing the cleaning out of a home and disposing of unwanted personal belongings to closing down accounts and subscriptions or filling out endless paperwork, the details seem endless and rush at families during a vulnerable time. After loss professionals take on that unfortunately timed burden.

These professionals are passionate about their work because many of them experienced loss of their own, often a sudden and unexpected death, that threw their own lives into chaos. They've experienced and understand the weight that comes after a loved one's death as someone is grieving.

I heard several of them share their own stories, and the passion they have for their work is remarkable.

It’s their “why,” and it’s noble.

Start with Why

Simon Sinek’s book, Start With Why, is one of the most influential business books of the last two decades. In his book, Sinek argues that successful leaders and organizations start with their "why," an overriding belief or purpose that drives every decision and direction taken. That “why,” in turn, is what inspires loyalty and trust among their customers and employees.

Sinek asserts that people don’t buy what you do; on the contrary, they are drawn by why you do it. They buy into your purpose as much as they buy your service.

This idea is in contrast to the notion that people are transactional and are attracted by a menu of services they need.

While it’s a compelling and even vital idea, here’s the problem: at a certain point, your why doesn’t matter. Not in the least.?

When Your Why Doesn’t Matter

It’s what I told the attendees of last week’s PALS conference as I spoke on Expressing Value and Pricing of After Loss Services Using The Generosity Mindset? Method.

The passion for their work that comes from their own personal journey is truly wonderful.

Yet there comes a point in the conversation with clients that their why, their beautiful story, doesn’t matter anymore.

Ultimately, best-fit clients yearn to hear about the value they perceive, the value they want to buy and experience. They want to hear that this value will exceed the price they pay.

In after loss services, that client-perceived value could be relief or rest. It could be the comfort of knowing that they don’t have to worry about the myriad of details. It could be that after years of caregiving, they can turn their full attention to their own nuclear family they’ve set aside at times while caring for that parent.

The Client's Why

Each client has their own story and their own why. You only understand that why if you’re willing to have a value conversation, one that delves into the hopes, dreams, fears, and concerns of that client in front of you.

It’s why I told the PALS Summit attendees what I tell all my clients: that their ability to price their services adequately depends on three things. Two of them are the value they create—doing great work—and their own confidence in that value.

The third is just as essential: it’s the conversations you’re willing to have. Are you willing to take the time to have the value conversations that draw out where a client perceives value?

If you do, you’ll find that pricing your services, whether after loss or accounting or legal or consulting, becomes a much easier exercise.

Image credit: Unsplash

#services #pricing #value #clients #pricevaluejourney

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Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.

I’m a business consultant, coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more, or contact me directly .

I’m the author of the national bestselling book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices . The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers .