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Many agencies struggle with getting their pricing right. Often this isn’t a confidence issue, but rather they’re missing some key steps when valuing their services.

“Most people are familiar with value-based pricing,” says Alastair Dryburgh, founder of Intelligent Pricing Architecture. 

“They’ve probably given it a try, but it hasn’t gone entirely as described. 99% of what you read tells you to believe in your value, but that alone won’t convince your clients to pay you more money.”

So, what are agencies getting wrong?

For Alastair, value-based pricing is a three step process, but most agencies stop after step one. What are the steps to follow?

1. Understanding your own value. This is the obvious first step, but it’s not enough on its own.
2. Making sure clients compare you to the right alternatives – not just the cheapest option.
3. Standing out so much that clients see why they can’t get what you offer anywhere else.

“If you’re stopping after the first step, and think that understanding your value is enough, it’s like being on trial for a serious crime and asking your defence lawyer for the plan, and they reply, “Oh, I know you’re innocent, you know you’re innocent, we’ll be fine’.”

“You’d have hoped they’d have a strategy and arguments in place to convince a jury. And it’s the same with pricing your services correctly.”

In this session, we’ll be covering how agencies can properly nail their pricing, how to start standing out in a sea of competitors, and also delving into AI to understand how it’s forcing agencies to rethink their pricing strategies too.

But above all, making sure you’re getting paid for the value you offer clients is paramount. 

“I remember talking to some headhunters who had developed a piece of software that helped them put together a longlist of candidates much more quickly than before. They said, ‘Oh, that means we can charge less’.”

“But they were wrong. I told them not to charge less, but to actually charge more – they’re not selling speed, but exclusivity. Clients can only get it from them. And that’s worth paying more.”

If you’re looking to revalue your services, put your prices up effectively, or not sure where to even start, this is the session for you.