Roger Dawson, in his influential book Secrets of Power Negotiating, introduces the “Call Girl Principle” — a concept that emphasizes how the perceived value of services diminishes after they have been delivered.
This principle, while provocatively named, highlights a fundamental reality in business and negotiations: timing and perceived value are everything. Let’s delve into why this principle matters and how understanding it can transform your approach to negotiations and business deals.
The Core Idea of the Call Girl Principle
The Call Girl Principle posits that services are most highly valued before they are performed. Once the service is delivered, its value often drops significantly in the eyes of the recipient. This phenomenon arises because anticipation creates value. Before a service is performed, there is a promise of what it can deliver; afterward, the promise has been fulfilled, and any unmet expectations may further erode perceived value.
Understanding this principle is essential for anyone in business, especially those providing intangible or creative services, where deliverables may be open to subjective judgment.
Real-World Applications of the Call Girl Principle
Consulting and Professional Services
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Imagine a marketing consultant hired to craft a strategy for a client. Before delivering the strategy, the consultant’s expertise is highly valued because the client anticipates transformative results. Once the strategy is presented, the client might downplay its value, reasoning, “I could have come up with this myself.”
How to Counteract This: To maintain perceived value, consultants should highlight the results their strategies can achieve and deliver their work in stages, ensuring each step reinforces their contribution’s importance. Regular updates during the project also keep clients engaged and aware of the expertise involved.
Negotiating Salary or Compensation
Employees often find themselves negotiating salaries or raises based on their performance. Before delivering exceptional results, their potential is an attractive proposition to employers. However, after the results are delivered, the value may be taken for granted.
How to Counteract This: Negotiate compensation or bonuses before embarking on a high-stakes project or exceeding expectations. For instance, agreeing to performance-based bonuses tied to specific outcomes ensures that effort is rewarded fairly without the risk of post-delivery undervaluation.
Creative Work: Art, Writing, and Design
Creative professionals often struggle with clients undervaluing their work after delivery. A graphic designer, for example, might spend weeks on a branding project, only for the client to question the fee once they see the final logo.
How to Counteract This: Secure a substantial upfront payment or milestone-based payments. Additionally, involve the client in the creative process to ensure they appreciate the effort and expertise required to bring their vision to life.
Why the Call Girl Principle Matters
Failing to account for the Call Girl Principle can lead to frustration, undervaluation, and strained professional relationships. Recognizing that perceived value diminishes post-delivery empowers professionals to:
- Negotiate Better Terms: Secure payment or agreements while their value is at its peak.
- Communicate Effectively: Reinforce the importance of their contributions throughout the process.
- Set Clear Expectations: Mitigate misunderstandings about the scope and impact of their work.
Leveraging the Principle in Your Business
- Establish a Strong Pre-Delivery Perception: Highlight your unique skills and past successes early in the negotiation process.
- Demand Upfront Commitments: Request deposits or retainers to lock in perceived value before delivery.
- Reinforce Value Post-Delivery: Follow up with clear metrics or testimonials to validate the impact of your work.
By understanding and applying the Call Girl Principle, professionals and businesses can safeguard their value and build stronger, more equitable relationships with clients and partners.
For a deeper dive into negotiation strategies, check out Roger Dawson’s Secrets of Power Negotiating.
Charles Bivona Jr aka “Coach JP Money”, is the founder of Coach JP Money. He is a seasoned expert in financial coaching and wealth-building. A multifaceted visionary, Charles is also a writer, global citizen, eco-activist, musician, artist, entertainer, entrepreneur, investor, life coach, and syndicated columnist.
Charles’ journey began with a solid education in accounting, finance, and business at the University of Nevada, Las Vegas, and California State University, Fullerton. At just 17, he made his first real estate investment with no money down, igniting a lifelong passion for financial independence. By 1998, he had achieved debt-free status and has been building wealth ever since.
As an entrepreneur, Charles owned and operated five national newspapers in the U.S. before transitioning to digital media. He founded and managed influential online platforms, including HireVeterans.com (2004–2020) and VT Foreign Policy (2004–2023).
A proud expat since the late 1990s, Charles resides in Baja, Mexico, with his wife whom he married in 1985. Together, they have three adult children and seven grandchildren. Their eco-conscious home, built with sustainable super-adobe techniques, is now a luxury retreat known as Hacienda Eco-Domes.
Under his music alias Johnny Punish, a name coined during his days fronting the underground punk band Twisted Nixon, he continues to inspire through his art and advocacy through his newest musical adventure; Punish Studios.
Today, as “Coach JP Money” Charles dedicates his life to helping others achieve financial mastery and personal success, sharing decades of experience and wisdom through his coaching, writing, and creative endeavors.
Read the full bio at PunishStudios.com >>>
