There is a wonderful restaurant in Temple Fortune (a suburb in NW London). It doesn’t look like a high class place. Indeed it looks quite ordinary and seems to be under the same ownership as the bookshop next door.
Unexpectedly the quality and presentation of the dishes they serve at Cafe Also are outstanding and yet the prices are quite reasonable.
Indeed you could be served comparable dishes in a top rated London restaurant. But, if you were, you would be charged two or three times the menu prices at Cafe Also.
Why is that? It’s probably because an ordinary looking restaurant in Temple Fortune cannot attract enough of the customers who would pay top London prices. But this doesn’t dent the chef’s ambition or commitment.
The comparison with accountants isn’t perfect but I hope you get the idea. Your appearance conveys your status and often impacts the fees you can charge. First impressions count.
If you’re based in a dingy room above a high street shop, if you have an old fashioned website, a cheap business card, a hotmail email address, a photo of your home appears in the google search results and you don’t otherwise give the impression of being successful…. Well, quite simply, you will probably struggle to attract and retain high fee paying clients. The fact that you make an effort to provide a high quality service often will not be enough.
I provided a longer list of the ‘wrong’ reasons for Standing Out in this earlier blog post >>>>
The bottom line is clear. If you are looking to secure premium clients paying premium fees you will find it easier if you give an appropriately positive first impression. If you want to keep those clients you will need to follow through and show that the value you deliver warrants higher than average fees.