At the end of a meeting or having submitted proposals, there might be that niggling feeling, did we go in too high or played it safe because we wanted to secure the business?

It’s a common emotion, but with planning, you can overcome this anxiety. Being clear and confident about your value, focusing on the exceeding your client’s experience can be a great place to start.

Here are some tips to help you achieve this:

✅ 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗩𝗮𝗹𝘂𝗲:
Recognise the value you offer your clients -how much you improve their situation – by applying your skills, expertise, experience, and unique service offerings.

✅ 𝗦𝗲𝘁 𝗰𝗹𝗲𝗮𝗿 𝗽𝗿𝗶𝗰𝗶𝗻𝗴:
Be transparent about your services’ fees and be prepared to discuss them upfront, with no hidden fees or unexpected charges.

✅ 𝗤𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝗬𝗼𝘂𝗿 𝗩𝗮𝗹𝘂𝗲:
You should be able to show the benefits clients gain from working with you or your business, such as time or cost savings or increased revenue, supported by relevant data – i.e. case studies or worked examples.

✅ 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗲 𝗔𝘀𝘀𝗲𝗿𝘁𝗶𝘃𝗲𝗹𝘆:
Understand what you want and what constitutes a mutually beneficial agreement. Define your BATNA—your best alternative to no deal—and be confident to walk away if necessary.

✅ 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗖𝗹𝗶𝗲𝗻𝘁 𝗡𝗲𝗲𝗱𝘀:
The better you understand your client’s needs, including their pain points, desired outcomes, and the underlying job that needs to be done —as Clay Christensen would say —the more effectively you can tailor your pricing strategy to align with the value they will receive.

✅ 𝗢𝗳𝗳𝗲𝗿 𝗢𝗽𝘁𝗶𝗼𝗻𝘀:
Present clients with packages, each with varying levels of features and benefits, which allows the client to select the option that best fits their needs and budget while also allowing you to upsell or cross-sell additional services and make more revenue.

✅ 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀:
Prioritise building long-term relationships based on trust and mutual respect while providing value. Demonstrating your commitment to their success can increase the likelihood of repeat business and referrals.

✅ 𝗘𝘃𝗮𝗹𝘂𝗮𝘁𝗲 𝗮𝗻𝗱 𝗔𝗱𝗷𝘂𝘀𝘁:
It’s crucial to reassess your pricing strategy regularly. For instance, I recently spoke with a client who hadn’t adjusted their fees in four years. When they finally did, it led to client complaints. It’s essential to keep your fees relevant and not delay increasing them.

By implementing these strategies, you can prevent missed opportunities to increase revenue while delivering on customer experience.