Most purchases in business are investments. It’s especially true in marketing.
A business could either retain the revenue they generate, or trade it for something they believe will generate and/or save more money down the line.
Of course, there are cases when people buy things for purely emotional reasons—such as for ego or enjoyment purposes. But in general, most purchases are treated like an investment.
If you want to be able to sell consulting services at any price, it’s critical you understand the value of the investment people make in you—even before your clients or prospects are able to add it up in their heads.
If you can’t make a legitimate business case for your services, don’t expect your clients or prospects to be able to, either.
Know why people should invest in you and be ready to explain it.