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HOW TO SELL +
PRICE THE RIGHT
WAY
SLIDE
A new lead comes along…
“You design websites, right?
Here’s what I’m looking for…”
SLIDE
You listen to what they want.
You ask them a few questions.
You might meet for coffee,
and then exchange a phone
cal...
SLIDE
You put together the perfect
proposal.
SLIDE
And then you wait…
(and wait. and wait. and
sometimes wait even more.)
SLIDE
“Hey… I have a few questions.
Can we talk?”
(A few more hours might get
sunk into the sale.)
SLIDE
The outcome is binary: You
either win the project, or you
don’t.
•1h: Initial meeting with new lead.
•30m: Followup phone call meeting.
•1.5h: Project scoping meeting at our office.
•2h: ...
5.5 HOU RS
INVE STED.
NO G UA RANTEE.
ON AVERAGE, 1 IN
3 LE ADS BECOME
CLIE NTS.
16.5 HOURS
0
175
350
525
700
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOMETHING HAPPENED HERE…
SLIDE
What changed?
I stopped selling myself and
my team as a commodity.
• Listen. What is the project, and what does the client think should be done? (Your
competitors do this)
• Identify the tr...
• Start by identifying the client’s revenue model, and work backward to find out
how you’re able to make a difference
• Wh...
• When you ultimately present your price, it should be the cost to go from here (the
“today” they told you about) to there...
• Your proposal is the summation of the problem behind the project (identified via
Socratic questioning) and how you can s...
$20,000/WEEK
CLOSE MORE
PROJECTS
RAISE YOUR
RATES
GAIN MORE
CREATIVE
FREEDOM
• Change the way you sell to your project leads. Instead of focusing on
the PROJECT, focus on the PROBLEM.
• Quantify the ...
OVERWHELMED?
WE’VE G OT YOUR
BACK.
DO UBLE YOUR FREEL ANCING RAT E
Get the course for 30% off — through Sunday at
11:59pm EST.
• A start-to-finish framework o...
DO UBLE YOUR FREEL ANCING RAT E
https://doubleyourfreelancing.com/mboworkshop
Get the course for 30% off — through Sunday ...
https://doubleyourfreelancing.com/mbobonus
Free gift: 1 hour of additional training
that shows you exactly how I sell my
o...
QUESTION S?
https://doubleyourfreelancing.com/mboworkshop
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Charge What You're Worth: Setting the Right Billing Rate As An Independent Consultant

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An exclusive MBO Partners webinar featuring Brennan Dunn of Double Your Freelancing. He discusses the benefits of value-based bill rates.

Veröffentlicht in: Kleinunternehmen & Unternehmertum
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Charge What You're Worth: Setting the Right Billing Rate As An Independent Consultant

  1. 1. HOW TO SELL + PRICE THE RIGHT WAY
  2. 2. SLIDE A new lead comes along… “You design websites, right? Here’s what I’m looking for…”
  3. 3. SLIDE You listen to what they want. You ask them a few questions. You might meet for coffee, and then exchange a phone calls & emails.
  4. 4. SLIDE You put together the perfect proposal.
  5. 5. SLIDE And then you wait… (and wait. and wait. and sometimes wait even more.)
  6. 6. SLIDE “Hey… I have a few questions. Can we talk?” (A few more hours might get sunk into the sale.)
  7. 7. SLIDE The outcome is binary: You either win the project, or you don’t.
  8. 8. •1h: Initial meeting with new lead. •30m: Followup phone call meeting. •1.5h: Project scoping meeting at our office. •2h: Write proposal •30m: Followup meeting a few days later Here’s the problem…
  9. 9. 5.5 HOU RS INVE STED. NO G UA RANTEE.
  10. 10. ON AVERAGE, 1 IN 3 LE ADS BECOME CLIE NTS.
  11. 11. 16.5 HOURS
  12. 12. 0 175 350 525 700 2006 2007 2008 2009 2010 2011 2012 2013 2014 SOMETHING HAPPENED HERE…
  13. 13. SLIDE What changed? I stopped selling myself and my team as a commodity.
  14. 14. • Listen. What is the project, and what does the client think should be done? (Your competitors do this) • Identify the trigger. What event, or series of events, brought this project to life? • Highlight the problem. What problem lied at the bottom of this trigger? • How painful is the problem? What effect does this problem have on the business? • What’s the cost? What impact has this had on the client’s business • What should tomorrow look? If this problem went away, what would tomorrow look like? Step 1: “Socratically” get to the root of the problem.
  15. 15. • Start by identifying the client’s revenue model, and work backward to find out how you’re able to make a difference • What’s the average value or impact of what you can control? (leads, sales, opt-ins, workflow overhead, etc) • Figure out how you can optimize that, and use back-of-the-napkin math to figure out what that means for the business Step 2: Identify the project’s Financial Upside.
  16. 16. • When you ultimately present your price, it should be the cost to go from here (the “today” they told you about) to there (the “tomorrow”) • This price won’t exist in a vacuum. It’ll be pegged to the financial upside we’ve identified with the help of the project lead • Offer packages, and price and package these offerings based on “completeness” • Packages provide “A or B (or C)” vs. “Buy or don’t buy” Step 3: Anchor your costs around that upside.
  17. 17. • Your proposal is the summation of the problem behind the project (identified via Socratic questioning) and how you can solve the problem, along with the associated Financial Upside • The first number they see won’t be their costs, but rather their potential gains • Written like a sales letter rather than an line-item order sheet • Positions yourself as a premium consultant laser focused on the problem at hand, rather than just someone with technical chops Step 4: (Re)present your paths to the solution
  18. 18. $20,000/WEEK
  19. 19. CLOSE MORE PROJECTS
  20. 20. RAISE YOUR RATES
  21. 21. GAIN MORE CREATIVE FREEDOM
  22. 22. • Change the way you sell to your project leads. Instead of focusing on the PROJECT, focus on the PROBLEM. • Quantify the value that you bring to the table. What would it mean, in real & concrete figures, to solve your client’s problem? • Create processes that move leads through your funnel. • Develop the right templates to leverage throughout each step of the sales process. To get started:
  23. 23. OVERWHELMED? WE’VE G OT YOUR BACK.
  24. 24. DO UBLE YOUR FREEL ANCING RAT E Get the course for 30% off — through Sunday at 11:59pm EST. • A start-to-finish framework on qualifying leads, selling, and writing proposals. • 2-month followup accountability course + interactive worksheets to help you apply the framework to your business. • 21 case studies, totally over 6 hours, with past students who have successfully raised their prices and conversion rates. • Contract and Statement of Work templates. • Roadmapping sell sheet and overview document templates. • Additional templates and scripts that you can begin using immediately, including my Proposal template. • 2 years of access to the Freelancer’s Guild
  25. 25. DO UBLE YOUR FREEL ANCING RAT E https://doubleyourfreelancing.com/mboworkshop Get the course for 30% off — through Sunday at 11:59pm EST.
  26. 26. https://doubleyourfreelancing.com/mbobonus Free gift: 1 hour of additional training that shows you exactly how I sell my own clients on premium projects:
  27. 27. QUESTION S? https://doubleyourfreelancing.com/mboworkshop

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