Yellowtail's Dennis Hall has been charging fees since the 90s, but he still gets reminded that a perfect first client meeting is no guarantee of business won. The art of failure, he says, is using it to your advantage...
With the 2013 deadline fast approaching the debate around fees, or Customer Agreed Remuneration, has moved on. The occasional rant about commission-is-king or 'clients won't pay fees' aside, even the diehards now realise they need to start a fees conversation with clients. The results aren't always pretty, however. I've been fee-charging since the late 1990s and my earliest attempts were pitiful. Early on, when I did persuade someone to pay a fee it was because I significantly undercut the commission. It was an awful business model. But through perseverance and practice I developed...
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