11 Ways to Move to Value Pricing

Plus: 13 benefits clients will happily pay for.

By Rob Nixon

As you go through the journey of value belief and client value perception, you have to be conscious of price parity.

MORE ON STRATEGY: Are Your Prices Too Low? | 6 Steps of Moving to Value Pricing | Feel Good About Yourself | How to Build Enduring Relationships | They Should All Be ‘A Class’ Clients | Accountants Are the Last Trusted Advisors | How to Structure Your Firm for Success | Why Average Project Value Matters
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If a client has been paying $5,000 for your service and even if you feel it is worth twice as much, the client may not pay much more for it – particularly if it looks like the same service. Your client might pay 15 percent or 20 percent more, but double? – give me a break. Unless you completely redesign your product offering so it looks completely different, your current client will have a hard time paying the price.

But when it comes to new services that the client has never bought before – different story. There is no price parity with a new service that has not been purchased before – charge at will!