What would a neurosurgeon do?

Have you ever met a neurosurgeon that lowers his price because you can’t afford him?

I haven’t either.

So let’s get you (a services professional) thinking like a neurosurgeon so you can finally make some money.

“But I’m not a neurosurgeon,” you may be saying to yourself.

Yeah. I know. Still, if you’re the professional that you claim to be, your advice is worth a lot of money… even if you don’t feel like it is.

So, when you hit some price objections or someone questions your expertise, think like a neurosurgeon.

Neurosurgeons get referrals

For neurosurgeons, reputation is everything. Think about how they get patients: by referrals.

Nobody Googles “cheapest brain surgery,” right?

Neurosurgeons don’t allow patients to self-diagnose, either.

Just because someone with a headache comes to a neurosurgeon asking for brain surgery, doesn’t mean the neurosurgeon will perform the surgery. Lawsuits, anyone?

Similarly, as a professional services provider, you can’t be an order taker. You first have to find out what the real problem is.

Why did this person come to you to begin with? They must be having some sort of problem that’s worth a lot of money to them.

Neurosurgeons don’t justify their prices

Price is only one of the reasons people go to a neurosurgeon.

And it’s definitely not the most important one. Your work is going to have an impact for far beyond the time it takes you to create.

The solution? Charge for the value of the project.

Neurosurgeons don’t discount

If you were buying an ice cream cone and you asked for the price to be lowered, and they gave it to you anyway, wouldn’t you have questions?

How much was that ice cream cone worth anyway? Was it worth even less than you gave them? Did you even get a deal, you might ask.

And the truth is, that if they gave it away for that price, it wasn’t worth that price. It’s a simple rule of economics.

The problem? Everyone knows this rule.

Price accordingly.

Anthony English