How To Consult For Equity And Get Paid What You’re Worth


In the event you receives a commission as an search engine optimisation marketing consultant by the hour or venture, your incomes potential will all the time be restricted by the variety of hours you’re employed.

And when you cease working, the cash stops flowing, too.

Even for those who handle to work extra effectively or increase your charges, there’ll all the time be a most restrict to your revenue. How do you recover from that wall?

Roland Fraiser suggests you begin getting paid for the worth you deliver to your purchasers to beat this limitation and unlock increased earnings.

“Don’t let your genius be another person’s retirement.” – Roland Fraiser

In a latest episode of the SEJ Present, we had the privilege of internet hosting Roland, an award-winning podcast host, Stanford College Advisor, and principal of six of Inc.’s fastest-growing firms.

Roland shared some fascinating insights into different fee fashions and the way consultants and businesses can begin the transition to producing wealth and revenue.

Why Consulting For Fairness Is The Sensible Means To Get Paid

Roland emphasised the significance of not relying solely on conventional compensation fashions resembling flat charges, hourly funds, or income shares.

These fashions aren’t sustainable from a quality-of-life perspective as a result of they require steady work to generate revenue.

As a substitute, Roland means that consultants and businesses keep away from the “{dollars} for hours” entice and discover methods to remodel their efforts and the worth they supply into fairness.

The idea is to leverage your data, abilities, and connections to barter compensation that displays your long-term contributions and the expansion in enterprise worth.

In case your contributions proceed to learn the enterprise, you should be rewarded with a share of income or fairness.

How To Discover Consulting For Fairness Alternatives

Getting paid in fairness requires some effort. Negotiating these fee fashions takes time, and for those who’re not cautious, it can lead to no fast revenue.

Roland discovered this lesson firsthand:

“After I began out on this subject a very long time in the past, I made a number of errors and ended up with fairness in twenty companies however no cash. More often than not, the companies both didn’t generate income or reinvested them for progress, leaving little to distribute…So, I used to be placing in a whole lot of work with none revenue. It taught me the significance of getting each revenue and wealth.”

To keep away from this pitfall, Roland recommends the next steps:

  1. Concentrate on companies with current money move and profitability somewhat than startups.
  2. Determine areas the place you may considerably impression and add worth to the corporate.
  3. Quantify the worth you may deliver, resembling value financial savings or income technology.
  4. Calculate the proportion of worth you may contribute to the general value of the enterprise.
  5. Strategy the enterprise proprietor with a transparent proposal, emphasizing the continued worth you may present.
  6. Negotiate the phrases, contemplating elements like milestone-based or KPI-based compensation if vital.
  7. Current your contribution as an ongoing funding that will increase the enterprise’s general worth.
  8. Decide the particular valuation and agree on the phrases reflecting your added worth.

One among Roland’s most important suggestions is to take care of open communication with the shopper and be sure that you ship in your guarantees to ascertain belief within the relationship.

Positioning Your self To Seek the advice of for Fairness

In contrast to hourly or venture income fashions, fairness fee fashions require preparation, together with branding, strategic positioning, and demonstrating the worth of providing complete companies.

1. Transition From search engine optimisation To Development Strategist

To keep away from being restricted to a particular position or experience, it’s essential to ascertain a transparent model and outline your required positioning.

It’s good to transfer past being solely recognized as an search engine optimisation specialist.

As a substitute, purpose to be seen as a strategic companion, providing a broader vary of experience for larger worth and alternatives.

2. Construct Strategic Alliances

Align your self with professionals who supply complementary companies to boost your worth proposition.

Collaborating with specialists in several areas permits you to take a holistic method to problem-solving and exhibit a broader vary of capabilities to potential purchasers or employers.

3. Craft A Distinctive Model Identification

All through the episode, Roland emphasised the importance of branding in shaping a possible shopper’s notion.

Defining a differentiating issue that unifies your varied areas of experience is essential, he says. Select a particular focus or specialization throughout the broader progress panorama, resembling AI for demand technology.

This area of interest choice permits you to stand out in a crowded market by presenting your self as an issue solver with distinctive insights and approaches, bringing distinctive worth to the desk.

4. Content material Technique for Model Enlargement

After establishing a centered model identification, consultants can progressively increase their content material technique to cowl broader subjects inside their experience.

For instance, Roland Fraiser transitioned from being acknowledged because the “acquisitions man” to exploring associated fields like exits and fundraising.

This progressive growth demonstrates his steady progress and adaptableness whereas retaining his preliminary model positioning.

4. Talk Your Worth And Objectives

Consulting for fairness depends in your means to speak your worth and long-term targets to purchasers.

From the start, share your intention to ship distinctive outcomes and create lasting partnerships.

And don’t hesitate to specific your want to acquire fairness in an organization. Roland says doing so does 4 issues:

  1. The shopper realizes that having you as a companion is an choice.
  2. Purchasers exhibit that they consider in you.
  3. Reveals the shopper is keen to spend money on themselves.
  4. The shopper understands your targets.

It additionally demonstrates your long-term dedication, brings the worth you present to the entrance of their minds, and may be the inspiration for a strong long-term relationship.


For the proper search engine optimisation, advertising and marketing skilled, or company, different compensation fashions resembling fairness or fractional c-suite positions could be the superb method to take your profession (and your revenue) to the subsequent degree.

Searching for extra suggestions and insights from Roland on the right way to begin consulting for fairness? You’ll want to take a look at Episode 308 of the SEJ Present.


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