ABOUT THIS EPISODE
Determining your base rate usually involves considering the rates of your competitors and discovering potential costs for each client. But if you want to achieve better results, you must be aware of other important factors to include in your value-based pricing calculations. Michael Zipursky explains the two forms of value and how they can be used together: the tangible (sales and revenue) and the intangible (lowering risks and pinpointing the cost of inaction). Michael also stresses the importance of establishing authority and showing confidence in consultancy to be able to garner the trust of potential clients.
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