I was speaking at the LSCA Small Practitioners’ 36th annual conference in Cambridge yesterday. The subject matter of my talk was ‘How to make more profits from your smaller clients’. I included in the talk a number of items that have appeared in this blog. Others will follow.

Also on the programme was the founder of PracticeTrack and PracticeWEB, Mark Lloydbottom. I was delighted to meet Mark and to hear him speak for the first time. He particularly caught my attention when he announced from the platform “You can charge more if you have SEX with your clients or if you give your clients SEX”.

I’m sure this idea will resonate with all ambitious professionals so, with Mark’s permission I can explain, as he did, that S.E.X is an acronymn for:

Superior skills;

Experience

eXperitse

In essence what Mark was saying, and as I have also been advocating for some time, is that our fees should not be set merely by reference to how much time we have spent dealing with the client’s affairs.

In my talks on related topics I have long stressed that clients are buying our solutions to their problems. We provide our knowledge, skills, experience and service so as to gain our clients’ trust and confidence. If we can do this and help clients to like us too, we stand a good chance of charging more than we would otherwise be able to so do.

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