“Value pricing” has two words in it. Most designers only pay attention to one of them. They obsess over the “pricing” part—the number, the proposal, the negotiation—and spend almost no time committing to delivering something valuable. In client service, “valuable” means “something that the client considers to be very important enough to invest in right now.” I know it’s a simple definition, but so many agencies skip this part. They put all sorts of things in their proposals because they have them to sell, not because they’re important to the client. So, here are three questions I suggest you ask yourself when trying to concoct a value-based price: Is this important enough to the client to invest in right now? How important? How confident am I in that answer? Is this important enough to the client to invest in right now? The answer to the first question seems obvious. The client issued an RFP for a website, so a website must be important to them, you might think. Sensible, but…
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