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Oct 1 • Business & Strategy 🧠
The Client Who Taught Me About True Value
Got humbled yesterday.
Client paid my $2,200 invoice and said:
"This is the cheapest $2,200 I've ever spent."
Made me realize I was still thinking too small.
THE CLIENT STORY:
Insurance brokerage, 50 employees
Processing 300 claims daily
8 hours of manual data entry
Compliance deadlines constantly missed
My automation:
Claims → PDF Vector → System
8 hours becomes 12 minutes
100% compliance achieved
Zero missed deadlines
THE VALUE I DELIVERED:
Time saved: 8 hours daily = $60,000 annually
Compliance achieved: Avoided $25,000 penalty
Staff redeployment: 2 people to revenue activities
Error reduction: 94% fewer mistakes
Total annual value: $85,000+
What I charged: $2,200
THE REALIZATION:
I was pricing my time, not their transformation.
I was thinking about my cost, not their value.
I was being "fair" instead of valuable.
THE MINDSET SHIFT:
From: "What's my time worth?"
To: "What's their problem worth solving?"
From: "Is this a fair price?"
To: "Is this a good investment for them?"
THE NEW PRICING FRAMEWORK:
Calculate their pain cost
Quantify your solution value
Price at 10-20% of annual value
Position as investment, not expense
THE VALUE CATEGORIES:
Time savings (quantifiable)
Error reduction (measurable)
Compliance achievement (valuable)
Staff redeployment (strategic)
Revenue enablement (crucial)
THE INSURANCE BROKERAGE MATH:
Manual processing cost: $60,000/year
Compliance risk: $25,000 potential penalty
Opportunity cost: $40,000 in lost productivity
Total problem cost: $125,000/year
My solution value: $85,000/year savings
My pricing: $2,200 (2.6% of value)
Their ROI: 3,864%
THE CONFIDENCE BUILDER:
They would pay $10,000 for this value
They would pay $15,000 for this transformation
They would pay $20,000 for this peace of mind
$2,200 was a gift to them.
THE CLIENT'S PERSPECTIVE:
"We tried hiring two more people: $80,000"
"We looked at enterprise software: $50,000 setup"
"We considered outsourcing: $45,000 annually"
"Your automation: $2,200 total"
THE VALIDATION:
3 months later, still running perfectly
Referred 4 other insurance brokerages
Monthly maintenance: $250 (they requested it)
Testimonial: "Game-changing investment"
THE TEMPLATE VALUE:
"Insurance Claims Processing"
Development time: 12 hours
Deployment count: 7 times
Average price: $2,800
Total revenue: $19,600
Template ROI: 16,333%
THE INDUSTRY RESPONSE:
Word spread about the automation
Insurance association invited me to speak
6 brokerages requested quotes
Industry reputation established
THE PRICING EVOLUTION:
Original quote: $1,200 (fear-based)
Delivered value: $85,000 (result-based)
Next similar quote: $4,500 (value-based)
Market response: "Fair price for this value"
THE VALUE COMMUNICATION:
"I save insurance brokerages 8 hours daily"
"I eliminate compliance risk completely"
"I free up your staff for revenue activities"
"I deliver measurable ROI within 30 days"
THE LESSON FOR YOU:
Stop undervaluing your impact.
Start calculating their transformation.
Price for the value you deliver.
Position as investment in their future.
THE VALUE AUDIT QUESTIONS:
How much time does their manual process cost?
What's the risk of errors or delays?
What opportunities are they missing?
How much would they pay to eliminate this pain?
HOMEWORK:
Take your last client project
Calculate the total value you delivered
Compare to what you charged
Adjust your pricing for future similar projects
Your value is bigger than your price.
What transformation have you undercharged for?
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The Client Who Taught Me About True Value
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