I recently sat down with Craig Herd for an episode of the The Consultancy Growth Podcast and I have to say, it was one of the most fun conversations I’ve had in a while.
If you’re a consultancy founder stuck in the loop of £10k projects and wondering how others are commanding £100k+ engagements, this conversation will shift your thinking.
Here’s what we discussed:
- Why most businesses get stuck in a “pricing trap”.
- Why most founders lack awareness of how to do pricing properly (despite their belief that they think they know what they’re doing).
- Why the pricing model you use when you start your business should not be the same pricing model you use as you grow your business.
- Why you should stop thinking about costs as the input to your pricing decisions and start thinking about customer value as the input to your pricing decisions.
- Why you need to have a customer value model that clarifies the financial and emotional benefits of your offer before you decide on a pricing response.
- Why “price anchors” are your best friend when it comes to pitching your prices.
- Why getting confident with communicating your price is as important as the number you quote.
Thanks again to Craig and the team at Consultancy Growth for having me on!
If you’re not already following their work, I highly recommend it.