The reason to offer your dream client a decision around what is more important, price or cost, is that it helps them think through what is more important, why it’s more important, and what will best serve their needs. This is a value-based decision. If price is more important, the outcomes are not important enough to make the appropriate investment. If the outcomes are more valuable, then it’s worth paying more.
When you ask your prospective client for a meeting by trading the value of an executive briefing designed to help them make new distinctions about their business and the choices they’ll need to make in the not too distant future, you are asking them which they value more, their 20-minutes or ideas that will help them improve their performance.
Asking to bring additional stakeholders and the other people who will help your contact decide what to do and who to choose as a partner often causes them to be concerned about the challenges ahead. When you share that leaving them out means those whose needs were ignored or intentionally removed have the moral high ground and the case that they shouldn’t be forced to go along will have a strong case, something avoided by engaging them. This choice is about whether the outcome is worth the effort to bring their team along.
Consultative selling isn’t easy. You have to provide insight, ideas, vision, and wisdom. One of the ways you help people make the best decision and take action is to illuminate the choices available to them—along with the potential consequences. When those choices are around values, the choices become clearer, as do the decisions. When values are in conflict, clarifying the higher value tends to make decisions easier.