How To Use Pricing Options In Your Bids & Proposals

I learned this from Blair Enns’ book “Pricing Creativity”. Absent context, it’s impossible to know if a price is high or low. If you aren’t providing pricing options in your bids, you are inviting the client to comparison shop. This might be the reason why clients “ghost” on you or why you are not winning new work. Try this technique and include pricing options in your next estimate.

In this episode Chris explains how you should drop a price anchor when talking about pricing to your clients. When a client asks you for a quote you usually just give them one option. WRONG. Give them 3 options. If you only give them one option then they’re going to shop around and ask other people for their quotes. Why not let them shop around your options? You want to give them a more expensive option that includes a lot more than they want, a most popular option which is what you really want them to get because it’s the best value, and the least expensive option which is not enough for what they’re trying to achieve. This will lead them to the middle option.

Pricing Options Summary:
1. White Glove (most expensive and bespoke offering), essentially, you do everything
2. Most Popular (the most likely option the client will pick)
3. DIY (you consult and advise, and the client does the work)

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