There's magic in this, real magic. You go extra mile. You do your advance research with more care. You probe. You diagnose more deeply. You identify points of pain. Then you prescribe with more care.

In your early discussions with decision-maker, you may ask, How will we know this program is a success? What outcomes, outcomes we can see and touch, will tell us you got value you desire? What will have improved after I do my job?

You then develop your proposal with even more care. If you market a service, intervention you recommend may expand to include one-on-one, in-depth interviews with different management levels.

You, as outside expert, may recommend an Executive Retreat to dig deeply into possible high-level policy changes. Why? Brilliant Australian expert, Ivan Frangi, says that without senior management buy-in, your proposal won't stick. This Executive Retreat requires your presence, of course, as leader and moderator.

After this, a Management Overview is appropriate. Why? Because, as Ivan said, it takes management/supervisors support after your program to keep troops on course. The Management Overview naturally includes you as guide and facilitator!

Lavish your essence on implementing desired outcomes for all concerned. Arrange to be available to respond to questions for a full year after you complete your work. And for down-the-road consultations with management as needed.

If you market services, develop a fee for your services based on value to client and not on time you invest. This is called value-pricing. It's only way to go. After all, you're Doctor. Your client is investing in your experience, your know-how, and your wisdom, not in your time. Blue-sky fantasy outcomes:

Some problems are unsolvable at level of problem. The roots of distress may be at a higher management level. There may be deeply seated philosophical challenges requiring major management surgery. Intervention may be appropriate at Board level.

You may choose to recommend-or to bring in-a specialist to share challenge. You may choose to decline an all-but-impossible assignment.

Take these profit-boosting actions now:

1. Resolve that effective now you do not market products or services. You market outcomes exclusively.

Outcome delineation is source and root system of success in selling or marketing.

2. Target senior management exclusively.

This level has budget and willingness to invest in outcomes they want.

3. Pour your heart and your energy into in-depth pre-proposal research.

You uncover hidden causes; you discover new insights; you create golden handcuffs; you get to know and understand key players. What's more, key decision-makers get to know and appreciate your true value.

4. Don't bite off more than you can chew. Decline challenges that are over your head.

5. Produce graphic support tools that are works of art.

Make these too valuable, too dense with wisdom, too physically handsome to toss out.

6. Set outrageous penetration goals for each target client.

Finally, remember this: Your goals are in service of your mission. Your missions are in service of your destiny. Your destiny is in service of your legacy.

Burt Dubin, a 20 year veteran of the business of speaking, coaches and mentors speakers and wanna-be's world-wide. For samples of his wisdom, simply go to his web-site, or e-mail Burt at burt@SpeakingBizSuccess.com. Down-load some of the 20 FREE articles and 26 FREE newsletters. 1 Speaking Success Road, Kingman, Arizona 86402-6543, USA. Phone 1-800-321-1225. Fax 928-753-7554. E-mail Burt at:

3. Offer a System and tools. People love systems. This is why franchises do so well. There's a system in place. There's a road map, a blueprint. There's a proven way to create desired outcomes. There's peace of mind. There's safety.

4. Pre-handle problems. Tell them what to expect. Provide remedies in advance. Empower them to use those remedies. Most of all be clear that they are accountable for their actions and for what those actions yield.

5. Build win-win relationships. Tell them how much you care. Prove it. Live your caring. Model what caring is. Provide access to you or to your surrogates. When problems arise, celebrate opportunity. Translate problems into challenges. View them as opportunities to serve.

6. Work your butt off. Is that too colloquial for you? Dedicate your time and energy to delivery of value. Then more value. Then more yet. Apply yourself diligently and relentless to your tasks. Do more than is expected, more than is required, more than anyone in their right mind would do.

7. Surrender to your purpose. This one is from me. Surrender is price you pay for success you want. It always works. Give yourself wholly to outcomes you desire. Ultimately all obstacles level off. They transmute into pathways to attainment of your desires.

Here's a little secret. Surrender involves love. Love your work. When you love something enough it reveals all its secrets to you. Test this thesis. Test it on some current project. Test it on a speech, a seminar, a workshop. Pretend your client is paying you 10 times as much to present this program. Then act to deliver 10 times value. And watch what happens.