The Value of Facilitators FastTalk by Michelle Golden at Interna6onal Associa6on of Facilitators Halifax, NS on May 11 2012
What value do we bring? • Do we know what value we bring as facilitators? • Must value ourselves before others can value us • Not just talking about your gain in price or salary • Gain in conﬁdence • Gain in credibility • Eﬀec6vely reassure those who hire us that they’ve made a wise choice • Have to create value greater than your price • Both par6es must proﬁt in the transac6on
Observa6ons about IAF folks: • Each of you helps people through your giRs and skills • I see a few consistent traits — make you powerful inﬂuencers when conveying your ideas and worth • You take groups, orgs, and individuals to places they can’t get to themselves • excep6onal at thinking on their feet • Among the most organized (idea-‐wise) people Ive encountered in business • persuasive in an understated way • make people feel comfortable and create a sense of safety and conﬁdence
See some challenges, too: • Facilitators aren’t recogni6on seekers by nature • Many are introverts, used to being in front of groups but not domina6ng the room • Reluctant to toot horn or bring aen6on to your value • In-‐house facilita6on jobs disappearing & Independent work slowing down • Struggle with marke6ng and frustrated about it • I think our profession has a conﬁdence problem • Read Rabbi Daniel Lapin’s book “ Thou Shall Prosper” (for people of all faiths) -‐ dispels myth that $ is grubby
Introducing the 5 Cs of value 1. Comprehend clients’ key value drivers 2. Create value for clients 3. Communicate that value w/open discussion 4. Convince clients they should expect (and be prepared to pay for) value 5. Capture value in your pricing strategies (or salary) Source: Thomas Nagle and Reed Holden: The Strategy & Tactics of Pricing
Quick note on pricing • Value is NOT in the hours you perform • Bus-‐in-‐seats is dead… • Learn about “ROWE” (results only work environment) • Comprehending value is fun! • Value is always in eye of the beholder • It’s subjec6ve & contextual (e.g., water) • It’s ﬂuid (tomorrow diﬀ/today) • It’s both tangible and intangible
Tangible & Intangible Value • Be conﬁdent that you know what your buyer values most • What are their real issues (pains)? • What do they look for in ROI? • Tangible is easy prey easy: • What is the economic beneﬁt of solving the problem? • Increase, reduce, improve, or create • Alternately, what’s the cost of NOT solving this problem?
Intangible value is tougher Harder to quan,fy, most value is intangible vs tangible • All the unique traits I shared about facilitators plus: • Specialist exper6se/knowledge • Brand/reputa6on • Conﬁdence in good result • Reducing risk • Excellent experience • Making your client “look good” • Rela6onship • Don’t underes6mate how much these things increase your worth
Always conﬁrm the value • Explore value through conversa6on • I KNOW facilitators are good at this! • External: Conversa6on with buyer about worth • Tangible and intangible • Early and oRen (it’s not sta6c) • Internal: Client selec6on, what’s the value to you • What are the “worth it” points? • Does the job/project add to YOUR skills or markets • Fit & feel good? Walk away if it’s not right
Skills to harness and enrich (here) Seek to continually expand the intangible & tangible value you deliver. Value comes from these five essential skills that you hone right here at IAF:1. Establishing clarity around purpose2. Drawing peoples thoughts from their minds3. Creating environment of trust and safety4. Expanding awareness – spotting the concern behind the conversation or the unsaid5. Visualizing outcomes — seeing a path to fruition
Leave you with this • I challenge you today and the rest of the week with these three things: 1. Believe in your value -‐ appreciate the unique skills that you bring to the table 2. Learn to communicate with others about the real WORTH—tangible and intangible—of what we bring 3. Expand at least one skill • Go create some value!