June 30, 2023

Is value pricing dishonest?

Folks who suggest that value pricing is unfair to the client seem to be operating under the mistaken assumption that they have to engage in dishonest behavior to implement it.

For example, “tricking” the client into revealing the budget and then simply presenting that number as the price.

This sort of behavior is not required for value pricing. You don’t trick anyone into anything; quite the opposite, in fact.

The line of questioning that I use in sales interviews (aka The Why Conversation) is meant to uncover the client’s ultimate goal for the project.

Without this information, I would have no hope of reliably delivering high customer satisfaction.

Under an hourly model, people routinely get to work - and start billing - without knowing what the client actually wants to achieve.

What could be more unfair than this?

Yours,

—J

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