There are some buyers out there who understand value but there are many of them who understand only price. A few years ago when I was doing a course for my Certified Management Consultant accreditation, I had some debates with one of the instructors. He kept saying that my idea about value was a delusion, and the reality of consulting was the number of hours I spent working with the client. His idea was that clients must be able to derive huge value from my services, but I could only get paid for the number of hours I actually worked because of the obscure nature of "value".

I may be wrong, and unlike him, I don't have an MBA, but I believe if the client derives huge value from my help, a deserve more than a competitive(ly low) hourly rate. I got into business to overcome the typical wage slave syndrome as an employee, and it would be plain silly to become a self-employed wage slave. I also believe that I shouldn't be penalised just because I don't take much time and effort to create that new value for the client.

1. Nickel-And-Dimers Waste A Hell Of A Lot Of Your Time

Have you ever noticed how easy it is to come to agreement with prospective buyers who actually have an intention to change and now is just looking for a fit with a consultant with whose help and guidance to go through the changing process?

Now contrast this to Nickel-And-Dimers, who want to make sure all Ts are crossed and all Is are dotted even before making a shred of commitment.

When Carl Rogers, a pioneer in social psychology was asked about the most important aspect of human interaction when there is a strong difference of opinions, he said this: "Unconditional positive regard for the other person. It's about holding the other person in a positive light and assuming that his/her interest is for the best interest of the discussion and the relationship, regardless of what the person actually believes at that moment."

A few months ago the business development manager of a web design firm told me "I've forgotten more about marketing than you will ever learn. I just don't have time to do it." Yet, instead of implementing proper marketing (which he