The Assessment vs. The Consultation

Many solo businesses are beginning to figure out that there's a huge difference in ROI (return on investment) between offering assessments and consultations.

What's the difference? Below is a distinction to be reinforced to elevate the value of a consultation with you, the expert.

An assessment is a meeting, normally free of charge, with a member of your team who IS NOT the fee-earning expert (you).

An assessment could include:
· a tour of your facility/offices/distribution center/etc
· a cup of coffee - maybe in a conference room
· a review of the prospect's needs, requirements, current situation
· a measurement tool of some sort
· a general discussion of the prospects desired outcomes from engaging you
· an overview of your practice/business brand standards, core values and
   delivery systems.

The beauty of your team delivering the assessment is that your team members (not you) can explain how new clients are served and, if appropriate, will receive assistance/support/communications from a variety of people (your administrative assistant, your scheduling and travel assistant, your editor, your technical assistant) for many of their needs. They learn upfront that they'll see or talk to the person responsible for that particular need or problem which isn't you.

At the conclusion of the assessment, the prospective client can be invited to book a new client consultation with you at a later time by putting down a deposit payment.

The intake data from the assessment will determine if that consultation (which is your billable time) is warranted. If the prospect is a tire-kicker or doesn't have clear objectives or needs that fit your expertise, you are free not to book time with them, and they are free not to commit to the next step with a deposit.

You know exactly what's involved in a new client consultation, of course, and that should come at a price - the price being 'your time', which is billable.
To differentiate yourself from your peers who still offer a 'free consultation' to everyone (with no criteria in place), you need to re-assert your expert status instead.

Why not offer your prospective new clients choices at this point. That way, you don't have to give away the store to close the sale.

How's about a model that includes:
· Complimentary assessment (as outlined above)
· Economy consultation program or package
· Standard consultation program or package
· Premier consultation program or package

You can decide what to include in each category of consultation as it fits your business model.

I'm suggesting that the free assessment clients are looking for comes from your team, not you the expert. And that they then decide how much of your expertise they are willing to pay for.

If they have a small budget, then you know you can't give them your full range of services; it will have to be your best effort in a narrow subset of deliverables.
At the other end of the spectrum, if they know immediately that they need your premier program because you are the best expert to fit their requirements, then you've already won the sale even before you talk price.

Prospects will shop around, especially in a tight economy. That's hardly surprising. All the more reason to develop a clear consistent message to differentiate the difference between you and your peers for your team (or virtual team) to present to them in the assessment . By having your team present the assessment you are freed up for more productive (money-making) efforts and are positioned to stand out even more clearly as 'the expert' your ideal prospect needs and wants to consult.