Pricing: How to Price Based on the Value Provided?

Generating a trusting conversation with clients and identifying and presenting your own success stories is of utmost importance so that at the quotation stage a price is defined based on the value provided by the products and services.

Friday, May 14, 2021

According to Ariel Banos, founder of, exploring the method of defining prices based on the value for the client is a recommendable resource for those who hesitate about how much to charge their clients.

The pricing strategy specialist has identified three steps to understand the true value provided, and thus gain confidence when determining our price:

  1. Generating a value conversation: this is the instance prior to the quotation. The professional meets (physically or virtually) with the client to understand what the client really needs. The key questions are: What are the client's objectives? What is the transformation they are looking for? What would happen if the client did nothing?
  2. Identify your own success stories: We must survey cases of previous clients and learn how we have helped them achieve their objectives. How did their situation change after the implementation of our proposal? Additionally, obtaining testimonials from these satisfied customers helps to validate the value of the solution we are providing.
  3. Knowing third party success stories: Knowing cases of other professionals in our field, and how they help their clients to achieve the desired transformations, helps us to be aware of the type of impact we can generate in our clients. What kind of transformations do we have the potential to generate?

Recognizing the value that our services bring to the client gives us the confidence and security we need when quoting our proposal.

Also, it is important to understand that the price is neither more nor less than the retribution we receive in exchange for providing a solution for our client. When someone agrees to pay the defined price, they are telling us that our proposal is even more valuable than the money they are paying. See full article (in Spanish).

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