People who want to go to a destination—let’s say Hawaii—value the experience of Hawaii.
They don’t really care how they get there as long as it’s on an airplane and doesn’t cost more than it should. The means of travel is therefore a commodity.
Your job as a consultant is to know what destination your client or prospect wants to go to and focus on that in your messaging and core services.
The only way you can do that is by speaking to your clients and prospects regularly about where they want to go and why it matters.
Everything should begin with the outcome in mind and work backward from there. The prices of your services should reflect a part of that value, too.
Of course, it’s important to have a methodology. But that comes later.
Nobody cares about your process until they’re sold on the idea that you can help them get where they want to go.
Sell the destination, not the journey. That’s where all the value is.