Rates and Image

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When we setup our first consulting firm, we had long discussions about rates and collections.  These are not idle issues- and they are related.  Having a written plan makes it easier to deal with problems when (not if) they arise. To do this properly, we had to understand our market.  Were we going to be a local entity, a national entity, or an international one?  And, if we were to offer our services internationally, would there be different prices for different regions?   Who would be our typical client- and would it be the same in different regions? We eventually decided to start nationally and then expand to international vistas.  ((OK, so we were more than a little cocky.  And, that change in market focus- it turned out to be less than 18 months, when our first international client approached us.)  And, we decided that our fees would not be based upon geographical region, but upon the financial size of the client. (This was a pretty radical decision back in the 70’s.)  While we offered the same quality of service to all, we wanted to have the chance to be more involved in more aspects of the projects, which would typically occur with the smaller firms- and a lower pricing wouldn’t hurt our chances, either. This was before the age of websites- or we would have developed one right away.  But, we did develop a logo, prepare our business cards, brochures, and secure office space immediately.  And, while we were reluctant, we did elect to buy furnishings that would last at least a decade and fit the image we chose for our logo.  Our logo was big and bold- certainly novel at the time.  And, we wanted visitors to our office to develop that same feel- knowing they were in the office of a firm that took interest in their firms, would develop bold products and stances for their needs, but always deliver solutions with substance. That was an expensive choice, but one we felt was necessary to obtain our “ideal” clients.  Would you expect to obtain a fine meal if you visited a restaurant whose furnishings were chipped plastic and school house seats- or one with clean tablecloths, decked with silverware, and plush seating?

We also had to decide if we were to bill for time and materials or via task/project billing or even via an annual retainer.  Actually, we didn’t!  No, we billed time and materials for short projects (less than 30 days’ duration).  We billed via project/task billing for services that did not require new product/process development and were less than 14 months long.  And, then billed by retainer (and higher rates) for those that required concepts we developed and yielded to the client or for those of much longer duration. Some of our projects were 1 to 3 years in duration; others were days to months long.  As such, we needed to develop different methods of payment.  Obviously, we could not afford to let clients pay our fees for a one year project when it was completed, but we could let clients who had a specific problem they wanted addressed “today” to pay us when the task were complete. But, we also did something else.  Our terms were net 20 days.  (They still are!)  With a discount for prompt payment (which is a sliding time frame of 7 to 10 days).  Which meant for the longer projects, where we were paid for our efforts a month in advance (to insure that continuity was achieved), we provided the discount built-in to our rates. (By the way, the only way to offer a discount for prompt payment is to base it upon when you receive the payment.  It’s amazing how slow one would expect the postal service or even next day couriers to be- months, according to some of these folks!) When we first started- and for the first dozen years or so- we either operated on a handshake or contracts limited to one page!  Yes, that was difficult to achieve with some of our clients (the larger ones, with legal departments), but we stuck to our guns.  We knew that no contract would be able to insure we would be paid (unless we expended a tremendous amount of funds to achieve same); the only question was who would retain intellectual property rights.  (Basically, we provided the client with full property rights [with the underlying technology to be usable by us for other non-related projects], with a small royalty for all efforts- if we were paid according to our terms.  No payment or late payments would jeopardize their property rights.) What made us change after a dozen years?  One of our clients (ok, ex-clients) reneged on a royalty.  Instead of suing them, we developed another version of the product and offered that to a competitor.   Whose royalty payments were higher than we’d ever requested, since the development work was already complete. (They knew the story, too- which meant they knew there could be problems.)  And dared the ex-client to take action.  They didn’t and both products co-existed in the marketplace, for a long time. Maybe it’s time to reconsider your image and rates- before the new year.
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6 thoughts on “Rates and Image”

    1. Yes, Bonnie. Image will end up justifying our rates. We need to consider the “whole”- and reconsider it, often, to make sure what we thing we project is what the client/customer perceives.

      Thanks for the comment and the visit.

    1. Yes, any time that we change our fees or our method of providing services, it is traumatic, Samantha. Did we do the wrong thing? Was it too radical a change? What will our clients/customers think? but, as long as it is consistent with what we provide, the change is one that will be acceptable.
      Good luck!

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