Paying for Speed: The Fast-Track to Higher Value

We often hear the phrase “time is money,” but let’s flip it: “wealth loves speed.” People eagerly pay to achieve results faster, whether it’s traveling somewhere quickly or accelerating business goals. The cost of transportation skyrockets as speed and convenience improve. It’s free to walk from Memphis, Tennessee, to Los Angeles, but a private jet could cost $11,000 an hour. For those who can afford it, speed and comfort are worth the price.

In entrepreneurship or freelancing, this principle applies just as well. You can charge more when you help clients reach their desired outcomes swiftly. If your service shortens a frustrating process or eliminates weeks of trial and error, clients appreciate the time saved. They’d rather pay for quicker, guaranteed paths than slog through guesswork.

This approach mirrors a biblical concept of wise stewardship—valuing time as a precious resource (Psalm 90:12). Clients who see you as the path of least resistance to their goals will invest accordingly. No matter your field—coaching, consulting, or creative services—faster results typically command higher prices.

The Value of Speed in Business

Yet many business owners often overlook highlighting speed in their offers. They describe the depth of their knowledge, the quality of their deliverables, or the complexities of their methods—but they miss explicitly telling clients, “I’ll get you there faster than you can on your own.” If you frame your service as a time-saver or an efficiency booster, you stand out from those who focus solely on low costs or large deliverables.

Selling the Destination, Not the Plane Ticket

Imagine you’re in Memphis, Tennessee, aiming to reach Los Angeles, California. You can walk, bike, drive, or fly. Each method leads to the same destination, but the speed and comfort vary wildly. The private jet price far surpasses a bus ticket, yet some people happily pay for that immediate, hassle-free flight.

In business terms: Your clients want an end result—like hitting a revenue milestone, launching their brand effectively, or saving 10 hours of work each week. If you merely list your features (number of meetings, deliverables, etc.), you’re akin to selling them the plane seat. They might wonder if it’s worth the cost. But if you emphasize how quickly you’ll help them reach their goals, they see you as the private jet of service.

Biblical perspective: The principle of sowing and reaping suggests that wise investments can yield fast or abundant returns (2 Corinthians 9:6). People pay for your service because they perceive it as a wise investment that accelerates them toward their harvest. Focus on that harvest—how you expedite it for them—rather than just listing your tasks.

The Common Mistake

Many providers talk endlessly about how they perform their services, forgetting to mention time savings. For example, saying, “I design websites with a 10-step process,” may sound complex but doesn’t convey speed. If your approach is faster than a DIY route, spotlight that difference.

Action Step

Reframe your marketing around the outcome plus the speed advantage. Instead of “I offer six coaching calls,” say, “I’ll help you build a profitable funnel in 2 weeks, so you can start closing sales faster.” This appeals directly to the client’s desire for a quick payoff.

Why Speed Commands Higher Rates

Scarcity of Time

We each have a limited number of hours each day. If you can free clients' schedules or reduce trial and error, they see great value in that convenience. The bus might be cheaper than a flight, but the time lost on a 3-day bus ride can be more costly in the long run.

Opportunity Cost

By reaching their goals faster, clients can pursue other opportunities. If you can slash a 6-month project to 2 months, those 4 “saved” months can be spent on new ventures, campaigns, or personal rest. They perceive your fee as an investment that opens up time for profitable or enriching pursuits.

Perceived Quality

Often, faster solutions imply that you possess the expertise or tools to do what they cannot do as efficiently. Clients subconsciously respect that skill, associating speed with mastery. This parallels biblical wisdom about working diligently and skillfully (Proverbs 22:29).

Attracting Premium Clients

Those who value speed generally have the means to pay for it. Your higher rate filters out bargain seekers who’d prefer to do it themselves or take the slower route. It attracts a clientele that appreciates your advanced methods, fostering stronger professional relationships.

Action Step

Examine your standard process. Can you compress a step or utilize an advanced technique to speed up results? Market that advantage clearly and adjust your prices accordingly.

Overcoming Guilt About Charging More

When you realize you can charge a premium for swift results, you might feel uneasy, fearing people will think you’re “overcharging.” But remember, you’re not selling your hours; you’re selling a transformation. If the value is there, it’s fair compensation.

Biblical View: “A worker deserves his wages” (Luke 10:7) suggests fair payment for the value delivered. If your method significantly cuts the client's journey, that intangible time savings represents real value. Undervaluing it can be poor stewardship of your gifts.

Client Perspective

It might seem logical to think, “It takes me only half the time now, so perhaps I should charge less.” But remember, you arrived at that efficiency through experience, training, and technology. Your client pays for those intangible investments, not just “your hours.”

Position with Clarity

Emphasize in proposals: “We accelerate your results so you’re up and running in X days instead of X weeks.” This sets the stage for your higher price, as clients who want speed recognize the worth. Those who prefer a slower, cheaper alternative are likely not your ideal audience.

Action Step

Next time self-doubt creeps in, list the specific ways your approach saves time or hassle for clients, then recheck your price. Aligning the cost with the results fosters confidence that you’re not gouging but reflecting real, time-saving value.

Structuring Your Offer as the “Fast Path”

Step 1: Identify the Desired Destination

Ask yourself: “What end goal do my clients truly want?” More leads? A published book? A streamlined brand presence? Understanding their final “Los Angeles” helps shape your entire offer.

Step 2: Compare Speed Options

Explain how your method is quicker than typical alternatives. Perhaps you have a proven template or a network that shortcuts the trial-and-error process. Or your advanced software automates tasks that usually consume hours.

Step 3: Price Based on Outcome, Not Hours

Avoid listing tasks or hours upfront. Instead, concentrate on the time-saving or accelerated result. If mentioning hours is necessary, do so secondarily, emphasizing guaranteed timelines or speedy results.

Step 4: Create Tiers for Various Speeds

Some clients might want your standard timeline; others may pay a premium for an “express” or VIP option. This is akin to offering economy, business class, and private jet levels, with distinct delivery times and price points.

Example: “Our ‘Express Launch’ plan takes you from concept to a full marketing campaign in 2 weeks. Typically, this process drags on for 2 months. By focusing intensively, we ensure you’re up and running far sooner—so you can seize current market trends.”

Messaging: Sell the Destination, Not the Plane Ticket

Don't dwell on the process or hours (“I’ll do X tasks over X days”). Emphasize the final transformation or timeline. “Within 7 days, you’ll have a fully functional e-commerce store that’s ready to take orders,” resonates more than simply stating, “I’ll build your store cheaply.”

Emotional Hooks

Speed ties into emotional relief—removing stress, confusion, or the frustration of waiting. Market how your quick path prevents drawn-out annoyance, allowing clients to focus on other priorities.

Avoid Over-Promise

If you guarantee speed, ensure you can deliver. Overstating timelines to command a higher fee can damage trust if you fail to meet these promises. Balance ambition with realism.

In Biblical Terms

Letting your “yes be yes” (Matthew 5:37) underscores reliability. If you promise rapid results, you need to fulfill that promise swiftly, proving integrity and building a loyal client base.

Action Step

Rewrite your sales copy to spotlight how quickly you alleviate pain, what clients can achieve with that freed-up time, or how immediate outcomes enable them to seize opportunities. People are often willing to pay more to eliminate waiting or friction.

Faster Solutions, Higher Value: The Takeaway

If your clients see your service as the “private jet” to their dream outcome, they’ll pay accordingly. This concept captures the essence of “wealth loves speed”—offering a fast track allows you to justifiably charge more. Those who seek only the “bus ticket” may not be your ideal audience.

Transitioning from time-based rates isn’t about deception; it’s about aligning your fees with the true value you deliver through intangible benefits such as time saved, frustrations avoided, or larger profits realized sooner. Clients generally appreciate this clarity, especially when they are time-strapped.

Spiritually, consider it wise stewardship: your unique expertise or methods may significantly reduce a client’s learning curve, enabling them to reclaim hours or generate revenue faster. Valuing that correctly ensures you do not bury your “talent” (Matthew 25:24–27) out of fear of seeming expensive.

While some leads may hesitate at a higher fee for quicker outcomes, that’s okay. Clients who comprehend urgency or recognize the cost of wasted time will pay for speed. So, embrace your advantage, and position your brand as the efficient route to success in marketing, design, consulting, or any creative service.

The next time you present your offer, illustrate the “destination” and how you help them reach it in record time. Focus on outcomes and improved speed. This approach resonates more than a basic breakdown of hours or tasks—resulting in better-paid, more satisfied clients who value real results over cheaper quotes.

Ready to pivot from time-based services to a faster, more rewarding model?

JustWin Media can guide you in crafting an offer that highlights speed and efficiency—boosting your brand’s value. Book a free discovery call and let’s accelerate your growth.