“My market only wants done-for-you services”
Let’s suppose this is mostly true. And let’s assume it is easier to sell done-for-you services than advisory services.
Because for the most part, these suppositions are valid.
Under what circumstances would a buyer be happier to pay you than some other done-for-you agency or freelancer?
A few circumstances come to mind based on my experience:
- You’re more specialized than the done-for-you options
- You have more experience with their specific needs than the done-for-you options
- You can introduce an entire world of talent at direct cost vs. whoever they can profitably hire onto their team
- You have more proof that you actually get results for your clients
- You bring templates and methods they can quickly deploy with almost no required learning about their business/industry
- They like you better in general (ok this was just a bonus one)
The key here is efficiency. That’s what clients want most.
Done-for-you might seem more efficient on the surface, but if the agency or freelancer is learning on the client’s dime, it’s far less efficient.
And it’s much less likely to work in the end.
What the client wants most is the best result possible with the lowest risk at the fastest pace—ideally with minimal disruption to their total workload.
The thing is, you don’t want clients who have no time to invest in their marketing. It almost never works.
Which means you can be the more suitable fit, even if you don’t offer done-for-you services. Even if requires your clients to roll up their sleeves a little.
You can be the one with tried-and-true methods, templates, examples, people, and unique expertise that can be deployed right away.
They only demand done-for-you because they don’t see why your services are actually the more efficient option.
They think you’ll waive your hands and tell them what to do but won’t help them execute. That’s why the term “advisory” needs to be used cautiously and with care in your messaging.
You’re more like a producer. Or a fixer. Or a guide. A strategist with a briefcase of useful goodies.
Don’t sell “advice“, sell more efficient outcomes. Prove why.
P.S. I mentor a few people 1:1 asynchronously via Slack DMs in Mindshare. The price is insanely accessible at US$299/mo. and goes up to a whopping $US399/month at the end of next week. Details here if you’re interested.