Get Your “AI- Proof” Pricing Planning Tool

I spoke recently to a man who runs an advertising agency. He had found himself on a plane with the CEO of one of his biggest clients. The CEO had asked, “We know you’re ramping up your use of AI in what you do for us. When are we going to see the fee reduction?”

Agreeing to an “AI Discount” creates a horrible paradox: the smarter you are, the less time you take and the less you get paid. There is only one pricing model which frees you from the trap. That’s Value Based Pricing, and it’s the only way to be AI-proof in the future.

You may have looked at Value Based Pricing in the past, even tried it, and quite possibly it didn’t work as described. That’s not your fault.

I discovered over several years of working with consulting firms and creative agencies that the Value Based Pricing method you read about is woefully incomplete. It only goes as far as convincing yourself that your work was highly valuable. This is obviously an essential first step, but it’s only Step 1, of 3.

To make Value Based Pricing work and command the fees you deserve, you need to convince not just yourself, but your client, of the value of your work (Step 2). And then you need to exclude competitors who claim that they can do the same work for less (Step 3). Without these two steps, all you’re going to hear when you present your value-based fee is “Let us think about it…” Then it will be like they’ve gone into witness protection. But you’ll still have unlimited access to their voicemail.

Working with numerous consulting firms and creative agencies I first improvised and then codified techniques for Steps 2 and 3. I called the final result the Pricing Genius system, and wrote the book about it.

Applying all 3 steps with clients has resulted in one of them taking the fee for one service line from a few thousand pounds to £46,000, and in another case obtaining a £20,000 retainer for work they were previously doing for free.

If you want to implement my full three-step approach in your business, I’ve now coded the three steps into an online tool which in five minutes will give you a personalised plan showing you where to start and what to do. It’s free, and completely anonymous.

For access to the planning tool, enter your details below and submit the form. You’ll get an email instantly with a link.I’ll add a short overview video to help you understand the process and, in case you want to do a really deep dive, a free e-version of my book Pricing Genius.