How positioning plus pricing equals profits.

Talking Points

The concept of value pricing
Price vs. hourly rate
Setting acceptable prices
Paul Newman’s Rolex
How to differentiate yourself from the competition so that price isn’t the only distinction
How big corporations choose between different prices
How positioning affects your leverage
Ways to set prices
How your prices can rise over time
Having the courage to keep charging more
A fixed price can be a meaningful differentiation
How hourly billing punishes experience
Selling access to expertise
Owning your space
Impact and influence

Quotable Quotes

“If you’re renting yourself out by the hour, then you’re not pricing anything. That’s not a price.” –JS

“When you lead with your hourly rate, it gives clients a point of reference that isn’t valid.” –RM

“If your audience are big corporates, a lot of times they have to choose the lowest price.” --RM

“If you are the obvious choice, then those other “competitors” are just not on the table anymore.” –JS

Positioning + Pricing = Profits