Editor's Note: This article is one of twelve belonging to the free, 39-page special report, The One Piece of Advice You Need to Get the Fees You Deserve. Click here to download your copy.

If I were to give only one piece of advice to get the fees you deserve, it would be this:

Create value before you sell them something.

That's right—before you sell anything. In other words, create value during the selling process itself. And how do you do that? Offer your customers insight into their own business that only your expertise can provide. If you really want price to become less important to the customer, learn the new definition of that overused, yet elusive concept we call value.

How many sellers don't claim to be all about selling "value"? Finding individual salespeople or whole companies that don't boast about offering things like "value-added services," "value selling," or don't claim to be selling "solutions" is likely to be a fruitless effort. Yet, how many of these sellers actually know what their customers would define as value?

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