When you buy a new car and drive it off the lot, its value (i.e. what it’s worth) drops almost 20%. And it continues to diminish over time until its worth nothing. Client relations are similar. The moment we start a new client relationship, our value to the client is the highest it will ever be because we are the solution to their immediate pain. As their pain diminishes (we solve the problem) so does our value. There are only two ways to address this. One is to constantly search for new pain that we can address (starting the value clock over again). The second is to lower our price (thus increasing our value relative to cost). There is no third option.