There is always a cost for obtaining the services of an expert. Even on the odd occasion when an expert provides services pro bono, there are many other costs linked to the situation. Customers need to fi nd a qualified expert and then they need to fully describe the services they need. They often have to wait for the expert to provide a recommendation and then validate it. Once customers accept the advice of an expert, they often need to negotiate the terms of further engagements. This entire process takes time, money, and attention. Throughout the entire process, the customer could have been doing other valuable things instead.

Remember, people who pay for your expertise are paying with more than money. They are paying with their time and attention. They may be betting their very future based on your recommendations. The best experts understand that the total cost of obtaining their services is far higher than the price tag on the invoice.

As an SME, your expertise is often only one part of an overall project. Most of the time your skills alone are insufficient to accomplish what the customer needs. Your services provide value, but only when orchestrated with a host of other experts, professionals, assets, and resources. So, as you consider the true cost of delivering your expertise, be careful to keep that expertise in the context of the overall solution. It probably takes more than just you to deliver the solution and to continue realizing benefits from the solution. Yours is not the only cost. Keep your contribution in the appropriate context and your cost as one important component of a more costly solution.