Supply & Demand
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October 31, 2006Yesterday, I raised the question about people wanting what is in short supply and how that affects price. In one sense, it is nothing more than the law of supply and demand. Let’s say that you are in a business where you charge for your time and for argument sake, the going rate for people with your expertise is $3,000 per day. However, maybe you are new in business or new in the area and your schedule has plenty of openings, so you are willing to work for half that rate so you can cover your basic living expenses. Is that unethical to discount due to your current circumstances? I don’t think so.
So then, is it any less ethical when the circumstances are reversed? Let’s say that you are now booked to capacity. You are on the road too much and another prospect approaches you wanting to contract you. You could work it into your schedule, but you don’t need the income or the stress of another client. It no longer is worth $1500 per day or $3000 per day to you, but you might consider it for $7500 per day if you could do the consulting over the phone and on your time schedule.
Here’s the deal. At that point, you don’t really care whether the prospect says yes or no and it seems the less it matters to you and the less you covet the account, the greater your chances are for getting it. That’s not always true, but it is often true - Very often. If you could have that mindset or that reality starting out, you would likely increase your client acquisition rate and your billing rate. If this is true, and I believe it is, then is it ethical?

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