How to charge more for your product or service

The number one question in business networking is 'What do you do?' And the answer is almost always factual. For example...

A: What do you do?
B: I'm in lead generation.
A: Oh, what does that involve?
B: I find ways to get visitors to your web site, and persuade them to make serious business enquiries

In the above example, the answers given are factual. There's nothing wrong with this approach, but it lacks emotional impact and doesn't discuss the beneficial outcome of using my service. Consider this alternative...

A: What do you do?
B: I find you the people who are ready to say 'yes'.
A: Yes to what?
B: Yes to a phone call. Yes to an appointment. Maybe even yes to a sale.

This second response speaks about the benefit to my clients when they use my service. It focuses not so much on what I do, but what's in it for the client if they employ me to do it for them.

From the perspective of somebody in my target market, having me send them people ready to say 'yes' is far more useful than mere 'business enquiries'. This allows me to charge more for my service. For example...

A: What do you do?
B: I find you the people who are ready to say 'yes'.
A: Yes to what?
B: Yes to a phone call. Yes to an appointment. Maybe even yes to a sale.
A: Sounds good. How much?
B: £75 per hour
A: Ouch. That's a bit steep.
B: That's what it costs to find the people ready to say 'yes'

As it happens, £75 per hour isn't a high rate given what I do, my experience, and the value (i.e. warmth) of the leads I generate. I don't negotiate. A person either wants leads ready to say yes, or they don't. A lot of people do (e.g. I've closed 8 of the last 10 prospective clients).

The approach to describing my service will work for you too. It's a matter of understanding what the beneficial outcome of your service is, and phrasing it as powerfully as possible. If you happen to live in or near London, you can take a networking class designed specifically to help you do this.