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Once upon a time, I was the commercial director of a marketing consultancy that did massively valuable work. Significantly moved the odds on multi-billion dollar pharmaceutical product launches. But instead of getting paid like an investment bank advising on a multi-billion dollar transaction we were wasting our time in stupid arguments about the cost of an illustration.
Pricing became an obsession. Over the next 25 years I worked in engineering, logistics, tech, did turnarounds, and mentored about 50 startups.
Everywhere I went I found that pricing was the biggest, most powerful lever to improve profit.
Trouble was, there were lots of people saying “raise your prices”, but nobody had anything very useful to say about how to do it.
That’s the question I challenged myself to answer: how do you get paid what you are truly worth?
Then it got personal.
I became an independent consultant and I needed a way to get paid what *I* was truly worth.
I could do some great things, but in the early days nobody had heard of me. I needed a way to get paid based on what I could do, not how famous I was.
“Working with Alastair has had a massive impact already. Moving away from billing hours and £s towards focussing on value has been liberating. It has removed a lot of the noise and given us a lot more confidence in ourselves and the value of what we do. We’re looking forward to the results from 3-4 proposals we have out which are at much higher prices than before.” Jo Hind, Co-founder, Bird Soup
I looked back over everything I’d tried over 25 years, good ideas and bad, smart moves and stupid ones, successes and failures, and distilled from it the three stage, systematic process I now teach people.
These days I help brilliant but under-appreciated consultancies and agencies command the fees they truly deserve, every time, without sales pressure or hard bargaining, even when they haven’t yet built a reputation.
If I’d known then what I know now, could I have made that marketing consultancy as rich and powerful as a major investment bank? We’ll never know. But I have helped another digital agency raise the fee for one of its products from £3-5k to £46k. And helped it see work it was doing for free that now commands a £10k/month retainer.
Discover HOW To Start Getting Paid What You’re Worth
I’d like to offer you the chance to attend a briefing to discover more about the system I use…at no cost to you.
Here’s what you’ll get, in 45 minutes:
- How a systematic approach from the very first contact can make getting the price you deserve as easy as persuading water to flow downhill. No sales pressure or hard bargaining required.
- The 6 different sources of value that clients might see, including one that’s very powerful but little talked about.
- How understanding a massively powerful but little talked about source of value enabled a digital agency to start charging £10k/month for work it had been doing for free.
- How a systematic approach produces the best result every time: no flashes of genius or random strokes of inspiration required. Move more confidently and swiftly through the process; no more praying for inspiration as the clock ticks down.
- How high level consultancies boost their fees by branding their processes, and how you can do the same. No inspiration required – the raw material is all around you.
- How to put yourself in a category of one and eliminate the competition using a proprietary branded process. (You almost certainly already have this process, you just haven’t seen it yet).
- What behavioural economics tells us about how prospects really evaluate prices, and how to turn this to your advantage. (Example; how a good but unknown executive coach used 17 words to raise his fee 150% above the going rate).
- How to neutralise competitors who’ve been around longer than you have and trade on their reputation. (There are things you can steal from their playbook, and things you can do that they can’t).
It’s all about HOW. You don’t need me to tell you that it would be great to raise your prices. You want actionable strategies and techniques for doing it.
I spent 5 years as a commercial director of a firm like yours. And more than ten as an independent consultant. And I’ve experienced the frustration at not being paid what I’m worth.
But I’ve also worked in multiple other fields (manufacturing, logistics, engineering, tech, even a private army) and all of those have taught me something about pricing. I couldn’t have done what I did without this variety.
“His Pricing techniques and Revenue Maximisation Strategy have been instrumental in making us realise the true potential of our product. His mentorship has made us more confident to approach our clients with clear, defined packages that would allow us to have a sustainable business model”Mike Charalambous, CEO, Threedium
This is what I’m offering.
End pricing frustration.
If you are tired of having your margins chiselled away, being price-shopped against inferior competition, losing out to competitors who are more expensive but no better than you, sign up for the briefing.
No charge. No sales pitch. (Because there’s nothing for sale at this stage. A sales conversation comes later if you want it).
“At Curated we have an ability to look into our clients’ businesses and see things that they can’t because they are too close. It was amazing how an outsider was able to do the same for us, particularly an outsider who draws on multiple different sources. I have never met anyone like Alastair who can bring ideas from psychology, sociology, philosophy and even management theory to bear productively on business issues. We can’t properly calculate the ROI on our work with him because many benefits are still to come, but we are already beyond 10x” Simon Douglass, Chairman, Curated Digital
What Would Change If You Improved Your Pricing?
- Security: your profit margin is your safety margin. If it’s large enough, losing even a large client – or firing one if they behave badly – becomes just a temporary blip, not a screaming emergency.
- Your quality of life. What do you currently do that you don’t enjoy or aren’t good at? You could employ people to do those things for you.
- You may have toyed with the idea of selling the business. Better pricing leading to higher profits brings that a lot closer
- The satisfaction of being fully recognised for the value you create, of commanding higher fees than any of your competitors (who don’t look like your competitors any more, anyway).
Your Risk is Minimised
I’ve designed the whole process to minimise your risk. For now, I’m asking you to put at risk just 15 minutes of your time (because that’s how long it will take you to decide whether what I’m talking about makes sense for you).
If afterwards we do decide to work together, we work month by month. You pay in advance at the beginning of every month, with no commitment beyond that. At the end of each month you can decide whether we’re heading in the right direction or not. If not, you simply don’t make the next payment and we stop.
So, if you are tired of having your margins chiselled away, being price-shopped against inferior competition, losing out to competitors who are more expensive but no better than you, let me tell you about the solution.
Book your place at the briefing. It’s 45 minutes long, on 1 March 2022 at 4pm GMT/11am EST/8am PST. To repeat: No charge. No sales pitch. (Because there’s nothing for sale at this stage. A sales conversation comes later if you want it).
Places are limited to 9 in the interests of meaningful Q&A. I don’t have any repeats currently in the calendar.
If you are thinking “we have too much else going on to look at pricing right now,” consider this. If “too much else” is new business activity, you need to sort out pricing before you add new business. Otherwise every £1,000 of extra revenue drags in £950 of extra cost and £1,000 of extra headaches.
If “too much else” is work on the organisation to improve efficiency, let me explain how pricing is a much easier and more powerful way of raising profit.
“Our one hour session with Alastair was enlightening – he opened up our minds (and his which we thank him for) to different ways to monetise our business – definitely recommend. “Sadie Groom, Founder & CEO, Bubble Agency
If you are wondering whether it will be a good use of your time, let me put it this way. What would be the value of an average 10% increase in your prices ? (This is very conservative based on the results clients get). Work it out:
Your annual revenue, multiplied by:
10%, multiplied by;
3 years (because once you have done the work once it lasts at least that long).
Or use this calculator
Think about it. If you had the chance of a 45 minute exploratory meeting with a prospective client who could potentially offer you that much, would you take it?
The Briefing is on Tuesday November 1 at 4pm GMT/11am EST/8am PST. To repeat: No charge. No sales pitch. (Because there’s nothing for sale at this stage. A sales conversation comes later if you want it).
Places are limited to 9 in the interests of meaningful Q&A. I don’t have any repeats currently in the calendar.