Blair Enns – Pricing Creativity – A Guide To Profit Beyond Billable Hours

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Blair Enns – Pricing Creativity – A Guide To Profit Beyond Billable Hours

Price for the value you create.

READ. APPLY. WIN.

Your clients will pay more for the expertise you offer. 
How much more?
You may charge 50% more before you’ve finished this guide. You may double or triple your margin within a year.
When we stop pricing our time and our inputs and start charging for the value we create for our clients, everybody wins.
Read this book, embrace the mindset, live by the 5 Rules (and master the sixth), and refer to the 20+ tips for specific scenarios and let me know what your bottom line looks like in the months ahead.

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

3 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

Checklists, guidelines and other tools you’ll refer to as you navigate each sale.

• The 4 Conversations of the Sale
• Value Conversation Outcomes
• Proposal Guidelines Checklist
• Pricing Creativity Rules Checklist (your pre-presentation go-to)
• Post-Engagement Pricing Review (a pricing/profit track record)

Training Videos
Share these with your team and get everyone on board quickly

THE PRINCIPLES
Charging more — and in some cases, a lot more money — follows from better understanding value and fairness. We’ll dig into this and 3 other Key Principles and forever change your thinking about this core pricing concept in just 42-minutes.

THE RULES
Let’s get straight on the 6 things you MUST do when pricing every engagement. Learn to live by these hard and fast rules. Implement five of these immediately and start making more money. Master the sixth and enter a whole new level of profitability.

NEGOTIATE LIKE A PRO
Make sure all the tools are in your belt before you close your next deal. Confidence comes from understanding your options and when to offer what — including when to walk away. We’ll share the tips, skills, and mindset that allows you to regain control in the selling process.

HOW TO CONSTRUCT PROPOSALS
Crafting your pricing options at each level — what to leave in, what to leave out and where you make your margin.

COMPENSATION MODELS
Expand your compensation options. From predictable revenue models done right, to applying purchasing options long favored by other industries, to the power of guarantees.

About the Author
Author of The Win Without Pitching Manifesto
Blair Enns is the founder and CEO of Win Without Pitching, the sales training and coaching program for creative professionals. His first book, The Win Without Pitching Manifesto, is credited with countless stories of 7-figure growth.  Blair advises marketing, branding, and digital agencies and consultancies the world over on how to deprogram themselves from the standard approach to winning new business. He co-hosts the popular podcast 2Bobs with David C.Baker, hosts regular workshops and speaks at conferences around the globe. Blair lives in Kaslo, British Columbia, Canada.

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