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How to Have a Value Conversation with Dan Morris

How to Have a Value Conversation with Dan Morris – 023

December 16, 2014 by Kirk Bowman Leave a Comment

Dan Morris runs an accounting company and loves to ask, “What if?” He thinks of himself as the rudder to help his customers think strategically.

http://traffic.libsyn.com/artofvalue/023-How-to-Have-a-Value-Conversation.mp3

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What is the most important thing you can share about pricing?

  • Always remember that whatever the price, the price to the customer has to be less than the value they receive.
  • The price received by the producer has to be more than the psychological and physical cost to the producer.
  • The basics for a good value conversation include three questions:
    • Why me?
    • Why now?
    • Why in this manner?

Why are professionals fearful about having a value conversation?

  • They are brow-beat by customers into believing they are a price-taker, not a price-maker.
  • They are unwilling to walk away from business.
  • Observe good pricers, for example airlines.
  • Review pricing with your spouse or a professional peer.

If a customer is reluctant to discuss value, how do you persuade them?

  • Try out pricing points to see how the customer reacts.
  • Talk about outcomes that they would want to see.
  • If you do not ask for the price, you will not receive it.
  • Premature pricing is a disease. Slow down.
  • What is VeraSage? A think-tank with a mission to “bury the billable hour” and create better lives for professional knowledge workers.
  • Speak in a language your customer will understand.
  • Hold employees accountable for the results not how the work gets done.

About Dan Morris

  • Founder of VeraSage
  • Founder of Morris + D'Angelo
  • Lives in Oregon, works in Silicon Valley
  • LinkedIn: Daniel Morris
  • Twitter: @morriscpa

Filed Under: Accounting, Episodes, VeraSage Tagged With: Accounting, Value conversation, VeraSage

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