Resolve to understand what you sell. This is pretty straightforward. Ask your clients what they are buying from you. If they answer “time,” then by all means continue to sell it. If they answer something else (and it will be something else), learn to sell that instead.
Just to get you started, here’s one of my favorite posts of 2006:
Having a difficult time “selling” your value as an advisor instead of a tecnician? Here’s an easy-to-understand way to communicate the differences between Data, Information, Knowledge, and Wisdom, from the Across the Sound podcast (via Howard Kaplan):
Data is "the sun rises at 5:12 AM"
Information is "the sun rises from the East, at 5:12 AM"
Knowledge is "If you’re lost in the woods without a compass, follow the direction of the sun to find your direction"
Finally, wisdom is "Don’t get lost in the woods"