In the event you receives a commission as an search engine optimisation guide by the hour or venture, your incomes potential will at all times be restricted by the variety of hours you’re employed.

And when you cease working, the cash stops flowing, too.

Even when you handle to work extra effectively or elevate your charges, there’ll at all times be a most restrict to your revenue. How do you recover from that wall?

Roland Fraiser suggests you begin getting paid for the worth you convey to your purchasers to beat this limitation and unlock larger earnings.

“Don’t let your genius be another person’s retirement.” – Roland Fraiser

In a recent episode of the SEJ Show, we had the privilege of internet hosting Roland, an award-winning podcast host, Stanford College Advisor, and principal of six of Inc.’s fastest-growing firms.

Roland shared some fascinating insights into different fee fashions and the way consultants and companies can begin the transition to producing wealth and revenue.

Why Consulting For Fairness Is The Sensible Means To Get Paid

Roland emphasised the significance of not relying solely on conventional compensation fashions corresponding to flat charges, hourly funds, or income shares.

These fashions should not sustainable from a quality-of-life perspective as a result of they require steady work to generate revenue.

As a substitute, Roland means that consultants and companies keep away from the “{dollars} for hours” entice and discover methods to rework their efforts and the worth they supply into fairness.

The idea is to leverage your data, expertise, and connections to barter compensation that displays your long-term contributions and the expansion in enterprise worth.

In case your contributions proceed to learn the enterprise, you need to be rewarded with a share of income or fairness.

How To Discover Consulting For Fairness Alternatives

Getting paid in fairness requires some effort. Negotiating these fee fashions takes time, and when you’re not cautious, it may end up in no speedy revenue.

Roland discovered this lesson firsthand:

“After I began out on this discipline a very long time in the past, I made a number of errors and ended up with fairness in twenty companies however no cash. More often than not, the companies both didn’t generate income or reinvested them for progress, leaving little to distribute…So, I used to be placing in plenty of work with none revenue. It taught me the significance of getting each revenue and wealth.”

To keep away from this pitfall, Roland recommends the next steps:

  1. Give attention to companies with current money move and profitability slightly than startups.
  2. Establish areas the place you’ll be able to considerably affect and add worth to the corporate.
  3. Quantify the worth you’ll be able to convey, corresponding to value financial savings or income era.
  4. Calculate the share of worth you’ll be able to contribute to the general value of the enterprise.
  5. Method the enterprise proprietor with a transparent proposal, emphasizing the continued worth you’ll be able to present.
  6. Negotiate the phrases, contemplating components like milestone-based or KPI-based compensation if crucial.
  7. Current your contribution as an ongoing funding that will increase the enterprise’s total worth.
  8. Decide the precise valuation and agree on the phrases reflecting your added worth.

Considered one of Roland’s most crucial ideas is to take care of open communication with the shopper and be sure that you ship in your guarantees to ascertain belief within the relationship.

Positioning Your self To Seek the advice of for Fairness

In contrast to hourly or venture income fashions, fairness fee fashions require preparation, together with branding, strategic positioning, and demonstrating the worth of providing complete providers.

1. Transition From search engine optimisation To Development Strategist

To keep away from being restricted to a selected position or experience, it’s essential to ascertain a transparent model and outline your required positioning.

It’s worthwhile to transfer past being solely recognized as an search engine optimisation specialist.

As a substitute, purpose to be seen as a strategic associate, providing a broader vary of experience for better worth and alternatives.

2. Construct Strategic Alliances

Align your self with professionals who provide complementary providers to boost your worth proposition.

Collaborating with specialists in numerous areas permits you to take a holistic method to problem-solving and exhibit a broader vary of capabilities to potential purchasers or employers.

3. Craft A Distinctive Model Identification

All through the episode, Roland emphasised the importance of branding in shaping a possible shopper’s notion.

Defining a differentiating issue that unifies your varied areas of experience is essential, he says. Select a selected focus or specialization inside the broader progress panorama, corresponding to AI for demand era.

This area of interest choice permits you to stand out in a crowded market by presenting your self as an issue solver with distinctive insights and approaches, bringing distinctive worth to the desk.

4. Content material Technique for Model Enlargement

After establishing a centered model identification, consultants can steadily increase their content material technique to cowl broader subjects inside their experience.

For instance, Roland Fraiser transitioned from being acknowledged because the “acquisitions man” to exploring associated fields like exits and fundraising.

This progressive enlargement demonstrates his steady progress and adaptableness whereas retaining his preliminary model positioning.

4. Talk Your Worth And Targets

Consulting for fairness depends in your capability to speak your worth and long-term targets to purchasers.

From the start, share your intention to ship distinctive outcomes and create lasting partnerships.

And don’t hesitate to precise your need to acquire fairness in an organization. Roland says doing so does 4 issues:

  1. The shopper realizes that having you as a associate is an choice.
  2. Shoppers exhibit that they imagine in you.
  3. Reveals the shopper is keen to spend money on themselves.
  4. The shopper understands your targets.

It additionally demonstrates your long-term dedication, brings the worth you present to the entrance of their minds, and may be the muse for a stable long-term relationship.


For the best search engine optimisation, advertising skilled, or company, different compensation fashions corresponding to fairness or fractional c-suite positions will be the excellent technique to take your profession (and your revenue) to the subsequent stage.

Searching for extra ideas and insights from Roland on how one can begin consulting for fairness? Make sure you take a look at Episode 308 of the SEJ Present.


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