When I approached a real estate agent to sell my house, he gave me his terms: 1.5% commission on the final selling price. In this digital day and age, I’m not very fond of that model, because through online catalogues your house virtually sells itself. I wanted more value for my money. So I asked him if he was up for an experiment: “what if I tell you what I ultimately want for my house, yet offer you 5% of every extra Euro you get for it? All you need to do now is decide what asking price you publish.” He agreed.
I accomplished a few things with his. Firstly, I truly engaged him in a project that could profit us both, and secondly I got the rather selfish gratification I made him work for his money. It feels good to be the client! But it also made me think about my own job, and how public relations is valued and rewarded. And to what extent we help our clients get their minds wrapped around the true value of our services.
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