A few weeks ago I wrote a post about a potential client seeking my services and asking if I could reduce my brokerage fees by more than 50% in order to meet a “competitor’s” offer. I responded with gratitude for being considered along with other agents, but that I don’t “race to the bottom” on compensation…A race that anyone could win.
Weeks went by, when I received a call from the client who stated the board of directors had decided to work with me. I wasn’t going to post this result; however, my colleagues and friends thought it was important to do so. Why? Because so many of us (independent contractors/solopreneurs) are asked to lower our financial bars without lowering any of the services, and they felt it would help others in my position to know that you can lead with your values, financial AND ethical, and still do the business you were meant to do with the people who are the right fit for you. I gave a simple presentation to the Board and pointed them to my website, jilllubinski.com, to my blogs and to my social platforms so that they would have a sense of who I am and WHY I do what I do.
Marketing (Positioning your services and yourself) is like asking someone on a date.
Branding (Articulating your promise and then delivering on it) is why they say “yes”.