As soloists, we’re often called upon to justify the prices for our products or the fees for our services. This can be unsettling to solo newcomers, and can trip up even more experienced business owners. Here are three things to keep in mind when you’re asked to “prove it”:

1. Focus on results, not actions.
Clients and customers are interested in themselves, not you. Hence, they are more interested in the results you can deliver than in the details of your process. The more concrete you can be about the benefits and value you bring to improve their lives, the higher their regard for you.

2. Your past speaks volumes.
Testimonials from former clients and customers can be the most potent form of marketing, since they establish a level of trust and confidence in your work. Include both general and specific comments about your business. If appropriate, be prepared to provide references from former clients. The best way to get testimonials and referrals? Deliver quality work, on time, every time.

3. Credibility is earned — and created.
While longevity is no guarantee of business value, it does communicate a sense of stability and success. If you’ve been in business a while, let people know. Credibility can also be created by association – for example, highlighting who recommends you, listing organizations to which you belong, posting a roster of clients, etc. Showcasing your connections – both those acquired over time and of more recent vintage – can enhance your value.

Keep in mind that even very large companies are asked to provide references or referrals. By anticipating client and customer need for reassurance, and being prepared to explain the value your company provides, you can secure more business, more often.

-- Terri Lonier
Founder, WorkingSolo.com