I’ve been doing this for years. Clients have compared invoices and asked why our billing are so inconsistent. It’s not inconsistent and I’m not charging anyone more. We’re billing the good ones less.
When we take on new clients at Canna, they’re almost always referred by past clients. Sometimes they talk and compare the invoices my account managers dock. It’s natural. Everyone wants to compare notes on how much their vendors cost. And the reality is don’t charge the same across the board. I never have since I got into the entrepreneur game in 2013, as crazy as it sounds even when I lead sales in my first startup.
So yes, I charge less to clients who have their act together. Not because I like leaving money on the table, but because I know we’ll yield faster results with them and as a result turnaround either more work or they’ll refer new clients once my account managers follow up. The work is smoother, the output is more fulfilling, and we don’t get bogged down in minute nonsense that shouldn’t be an issue in the first place. Good leadership and strong management make my team’s job easier and more impactful.
When my guys step into a company that’s already aligned, disciplined, and organized, they can focus on performance, growth, and strategy. That’s the work we all enjoy most. My team is equipped to go out there on behalf of the client and have the confidence they’re going to be in the best shape to launch what they need to. Not to sound combative but I’ve always said I like a good fight in a figurative sense. I prefer to be in the corner of a company that’s already in a good Win:Loss ratio and need me to take them to their next exihibtion.
On the other hand, when we’re asked to step into a company that’s bruised up and in poor fighting condition, we stand firm on charging the standard fare. Not out of greed, but because the workload is likely going to be heavier. It takes longer. Progress is slower. And my team is likely going to be cleaning up messes, plugging holes, and dragging people toward basic competency. That level of work is not enjoyable for anyone.
So yes, clients talk. Some will notice I billed their friend’s company less. But that’s not favoritism – it’s math. If their house is in order, we don’t need to rebuild the foundation. We can help them grow faster and more efficiently. That’s not to say the I won’t rebuild foundations, I will, but they have to acknowledge the increased difficulty, hence the ‘no discount’ billable. So far the clients have asked and we’ve declined rate matching, most have still moved forward while maybe two so far have not. And that’s ok
Whether the fight is helping a strong company get stronger or getting a company back into fighting shape, we’ll do our best.