Market consultants sometimes struggle to consistently meet expectations. Maybe it’s because they offer too many services in too many areas of expertise. The lack of focus leads to less differentiation in the crowded market and inability to set premium prices. Today’s guest is Max Traylor, author of the Agency Survival Guide. Max talks about how consultants and agencies can avoid pitfalls by productizing their services. Get paid on perceived value.   Some of the highlights of the show include: Productized Consulting Services: Powerful way to package and sell services Productization: Means doing things in steps for marketing and sales consulting Consultants and Agencies: Consistency is not their middle name Results: Quality of work, mental health, business impact, price premiums suffer Strategy Over Implementation Services: Charge whatever, as much as you want Sans Management: Make more money with less effort via strategic focus Why productized approach? People experience two different sides of a business Limiting Belief: Doing of things out of fear and hunger gets marketers paid Imposter Syndrome: Are you good enough to sell your knowledge and process? Get Started: Charge for proposals to accelerate experience charging for strategy Advice: You can sell everything to anyone if you try 5 times; no need to be good Ideal Client: Who are you talking to and will pay most for what you’re good at Fulfillment: Limit sacrifices, simplify business by selling less, contributing more   Links: Max Traylor - Productized Consulting Services Max Traylor’s Agency Survival Guide BEERS with Max Podcast and Blog HubSpot Ben Sailer on LinkedIn CoSchedule   Quotes from Max Traylor: “You use the same things and you go through the same steps so that you can set and meet expectations every time.” “If there’s no consistency in what you do, you don’t experience price premiums. You’re never known for that one thing.” “We spend a lot of time developing self-worth and an attachment to the thing that we’re doing.” “Fill your calendar with conversations with people that will pay you the most for the thing that you are uniquely good at.”