y things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing Do your customers (and potential customers) know the full value you bring to the table?   Before you automatically answer, “Of course, they do!”, consider this:   I was at a nail appointment recently and my nail technician mentioned that she had just put her father’s house on the market through a local REALTOR and had received an offer within 2 days.  She was probably going to accept the offer, since it was very close to asking price.  However, she then made the following comment:  “In fact, we’re going to go back to our REALTOR and ask her to reduce her commission because it sold so fast, and she doesn’t have to do any more advertising OR MUCH WORK on it, so we think she should reduce her commission.”   Yikes!  Being a former REALTOR myself, I know that the effort involved in getting an offer and successfully negotiating it is often the EASIEST part of the real estate transaction.  However, this comment does bring up a very important point:  our customers have no idea that this is a reality, nor do they have any idea of what it really takes for us to do our jobs, bring transactions to a successful close, and handle all the negotiations and other details (usually invisible to the client) that bring about a successful closing.   Is it the same way in your business?  Do you often do so many things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing ved an offer within 2 days.  She was probably going to accept the offer, since it was very close to asking price.  However, she then made the following comment:  “In fact, we’re going to go back to our REALTOR and ask her to reduce her commission because it sold so fast, and she doesn’t have to do any more advertising OR MUCH WORK on it, so we think she should reduce her commission.”   Yikes!  Being a former REALTOR myself, I know that the effort involved in getting an offer and successfully negotiating it is often the EASIEST part of the real estate transaction.  However, this comment does bring up a very important point:  our customers have no idea that this is a reality, nor do they have any idea of what it really takes for us to do our jobs, bring transactions to a successful close, and handle all the negotiations and other details (usually invisible to the client) that bring about a successful closing.   Is it the same way in your business?  Do you often do so many things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing ORK on it, so we think she should reduce her commission.”   Yikes!  Being a former REALTOR myself, I know that the effort involved in getting an offer and successfully negotiating it is often the EASIEST part of the real estate transaction.  However, this comment does bring up a very important point:  our customers have no idea that this is a reality, nor do they have any idea of what it really takes for us to do our jobs, bring transactions to a successful close, and handle all the negotiations and other details (usually invisible to the client) that bring about a successful closing.   Is it the same way in your business?  Do you often do so many things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing ea that this is a reality, nor do they have any idea of what it really takes for us to do our jobs, bring transactions to a successful close, and handle all the negotiations and other details (usually invisible to the client) that bring about a successful closing.   Is it the same way in your business?  Do you often do so many things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing y things behind the scenes that your customers have no idea how hard you're working for them?  Do they know the expertise it takes to get the job done right - or do they think they can do just as good a job as you can, without any education or training at all?  Do they know that there is a cost (often a very high one) of doing business properly?   Think about this:  when an attorney charges a large amount of money to bring a criminal or civil matter to trial for his or her client (and gets paid that large amount of money, whether or not the client wins or loses), does anyone even CONSIDER asking for money back if the trial takes less time to complete than anticipated?  Especially if the client wins?  Of course not!  This is because everyone knows the extent of the training and expertise necessary to a) go to trial, b) competently represent clients, and c) win.  The client is usually so happy at having been represented at all - and when they’re successfully represented and win the case, they’re even happier - that the thought of asking for money back never even enters their mind!   Lawyers have done an excellent job of showing just how much work goes into becoming a lawyer.  Have we done as good a job in our industry?  If not, we need to do a better job of educating our clients and potential clients.   Let’s do a few things to make it clear to our clients exactly how much value we bring to the table:   1. Let our clients know how much education we received to get our licenses - and then how much continuing education we receive (mandatory or not) to continue to improve our skills and value.  We could proudly dis