1. Value is in the eyes of a client, hold your features and benefits in check until the client tells you what they actually want
2. Value is a perception. Perception is created not on what you promise, but on your track record that shows you keep promises.
3.Base your fee on fulfillment of benefits, (sell the home in 30 days, net a certain amount), not listing features (put ads in the paper)
4. Charge what you think you are worth, not what you would like to be worth. If you don't believe it, neither will they.
5. NEVER negotiate price, negotiate value. Reduce what you offer in exchange for a lower price, but never negotiate price alone!
6. Empower customers to make a decision by providing value options. You are more likely to get a yes when the choice is whether or how instead of yes or no.
7. If you feel you are worth it, go big. You never know.
8. DO NOT feel obligated to cite fees early. If you quote before you understand the situation, you lose value.
9. Practice quoting fees with a straight face and confidence. Say: "My fees range from 5-7% based on what we have to offer, would you like me to explain the difference in value?
10. Be prepared to walk away. People want what they cannot have
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