Introduction Acknowledgments About the Author add space here CHAPTER 1 The Origins of Value What People Want Is Not as Important as What They Need Abundance Agriculture and the Arts The Abundance Mind-Set Why Your Presence Isn''t Required The Importance of Buyer Commitment, Not Compliance Critical Steps for Buyer Commitment The Buoyancy of Brands: How Brands Help Fees Creating Shared Success Chapter ROI CHAPTER 2 The Lunacy of Time-and-Materials Models Who Wants to Be as Dumb as a Lawyer? Supply-and-Demand Illogic Ethical Conflicts of Interest and Other Minor Matters Limiting Profits, or Why Not Just Forget Domani? Why Lawyers and CPAs Do So Poorly Educating the Buyer Incorrectly The Mercedes-Benz Syndrome Chapter ROI CHAPTER 3 The Basics of Value-Based Fees It''s Better to Be an Artist Than to Be an Engineer Focusing on Outcomes, Not Inputs The Fallacy and Subversive Nature of "Deliverables" Quantitative and Qualitative Measures and Criteria Measuring the Unmeasurable Serving the Client''s Self-Interest The Subtle Transformation: Consultant Past to Client Future Perpetual Motion, Perpetual Progress Chapter ROI CHAPTER 4 How to Establish Value-Based Fees If You Read Only One Chapter . Conceptual Agreement: The Foundation of Value Establishing Your Unique Value Creating the "Good Deal" Dynamic The Incredibly Powerful "Choice of Yeses" Some Formulas for the Faint of Heart Chapter ROI CHAPTER 5 How to Convert Existing Clients Be Passionate, Not Zealous The Litmus Test--Setting Priorities Offering New Value Finding New Buyers Within Existing Clients Finding New Circumstances The Resistance Abandoning Business Chapter ROI Interlude: The Case of the Loaded Loading Dock CHAPTER 6 The Sublime Nature of Trusted Advisor Relationships It''s Just the Smarts, Stupid Optimal Conditions for Trusted Advisor Relationships Choosing Time Frames and Creating Realistic Expectations Organizing the Scope and Managing Projects Concurrent with the Retainer Capitalizing on Trusted Advisor Relationships Aggressively Marketing trusted advisor Relationships Chapter ROI Ethics and Fees, Fees and Ethics: A Mid-Book Practicum CHAPTER 7 Seventy Ways to Raise Fees and/or Increase Profits Immediately Act Today and Receive a Second Bass-o-Matic Free of Charge! Chapter ROI CHAPTER 8 How to Prevent and Rebut Fee Objections Since You''ve Heard Them All Before, How Can You Not Know All the Answers? The Four Fundamental Areas of Resistance Maintaining the Focus on Value Boring In on the Subject Offering Discounts Full Payment in Advance Using "Smack to the Head" Comparisons Chapter ROI CHAPTER 9 Setting Fees for Everything Else How to Make Money While You Sleep, Eat, Play, and Make Money Elsewhere Keynote Speaking: Don''t Charge for Your Spoken Words Products Exploring New, Lucrative Fields And Now for Some Perspective Chapter ROI CHAPTER 10 Fee Progression Strategies Why You Fall Behind When You Stand Still Entry-Level Fees Transition to a "Going Concern" Transition to Peer-Level Referral Transition to the Brand Phase Transition to Thought Leader and Icon Alan''s Axioms for the "Good Deal" CHAPTER 11 Volatility Opportunity Value-Based Fees in Times of Turmoil and Crisis Value Doesn''t Dissipate Due to Distance We Don''t Have Time, We Don''t Have Money How Can I Help You? I Need Your Guidance APPENDIX A: Questions for Qualifying the Economic Buyer APPENDIX B: Questions for Establishing Business Objectives APPENDIX C: Questions for Establishing Measures of Success APPENDIX D: Questions for Establishing Value APPENDIX E: Questions for Assessing Personal Value Contribution APPENDIX F: The Difference Between Inputs and Business Outputs Index.