What’s Inside:

TABLE OF CONTENTS

1. Principles

Understand These

Introduction: What Price for a Logo?

Price Like a Marketer

Inputs, Outputs, or Value: What Are You Selling?

The Many Ways in Which You Deliver Value

2. Rules

Live by These

Price the Client, Not the Job

Anchor High

Say a Price Before You Show a Price

Master the Value Conversation

Offer Options

Limit Unpaid Proposals to One Page

Tips

Use These in Specific Situations

Constructing Your Proposals

Crafting High-Priced Options

Framing Low-Priced Options

Make the Margin in the Middle

Pricing Models

Do Retainers Right

Lease Instead of Sell

Sprints, Points, Tips, Pay What You Like, and More Alternative Pricing Models

Negotiating

Sell Risk Reduction

Nudge, Nudge; Wink, Wink

Never Discount (But When You Do, Do it Right)

Alternatives to Cutting Price

Remove Pricing From the Front Lines

Negotiate Like a Pro

The Next Level

Begin to Untether From Time

The Last Obstacle is You

Bonus Content

4. Tools

Use These to Build & Price Your Proposals

(Action Pack Plus and Action Pack packages only)

Templates, checklists and guidelines you’ll refer to as you navigate each sale.

The 4 Conversations of the Sale

Value Conversation Template

Proposal Guidelines Checklist

3 and 4-column pricing proposal templates

Pricing Creativity Rules Checklist (your pre-presentation go-to)

Pricing Post-Mortem Template (a pricing/profit track record)