Hannah Lissaman at Meridian West shares her views on Colin Jasper’s pragmatic and positive view of the opportunities afforded by value-based pricing.  The PSMG seminar held at Herbet Smith Freehills proved a welcome fresh perspective on the world of pricing for professional services. With client cost efficiencies, the increased use of procurement and demand for innovative pricing practices weighing on the minds of many professional firms, Colin’s opportunity-driven approach to the topic offered a more promising vision of the future.

Value, he acknowledges, is often difficult to quantify. This, however, should not be an obstacle to factoring the value of your work to the client into your pricing decisions. Through an engaging range of examples and case studies, from across professional services and many other industries, Colin shared with us insights into what firms can achieve through recognising the value of their work. His evident wealth of experience and carefully considered responses to questions from the room presented a convincing case for a step change in the sophistication of the way many of us understand the price of our services.

The lessons of his talk ranged from the theoretical through to specific tactics to make use of in our pitches today. The most compelling story throughout was that of opportunity – that value-based pricing forces us to dig deeper and find an outcome which benefits both professionals and their clients.