Darren,
I believe when it comes to selling skills - selling anything really - it is about people skills and communication skills. You know, the complex emotional stuff. The ability to demonstrate to the client that you are not there merely to install a new server (a widely available commodity), but you are there to help the client to co-create a bigger and brighter future and a better life for her/him. That way you become a unique person who is there to help, not merely exchange boxes for money. Read True Professionalism from David Maister. The mistake in IT is (I have consulted lots of IT firms worldwide) the attitude, which is "We sell boxes for money". At the same time most IT firms are stuffed with passion-free geeks who merely tolerate some 80% of their clients, but their motto is: "We do anything for anyone as long as we get paid". In my opinion that is not professionalism but prostitution. In my experience when we are passionate about what we do with clients we truly care about "beyond the boxes", we create breakthrough relationships, in which your fees meet no objection at all.
Hope it helps.
Go MAD (Make A Difference)
Tom "Bald Dog" Varjan, Organisational Provocateur, Dynamic Innovations Squad
Advising Professional Service Businesses on managerial and strategic practices to improve individual and organisational performance. tvarjan@yahoo.co.uk Tel: 604-535-6508 ext. 313, Fax: 604-535-6509. FREE Booklet: Why most service professionals consistently undercharge for their services, and what to do about it.