“Fees are relevant in the absence of value.”
– AE Hall of Fame Producer Trail Hogs
If you don’t have enough intentional, strategic value to offer, that’s a problem. In that case, the conversation comes back to a commoditized product and the costs/fees associated with it.
(How much are you asking for that used Toyota Camry?)
Consequently, if you don’t have confidence in the value you provide – start there. It’s really the only place to start … if you want to bust out of the commoditization trap.
Bring more value first, develop a strategic process second and be transparent throughout.
Sounds simple, but it’s not. That’s why people who commit here dominate the competition.