For year I’ve been teaching and preaching: “price is what you talk about when you have nothing else to say.” Unfortunately some of my friends still want to get out their rate-card and talk price because some of their prospects have told them that price is an important consideration.

Convinced he should publish his rates, one of my friends drew up a service rate-card that also explained how he would bill for his services. Then he sent it around to some of his trusted clients to get their point of view.

Fascinating results! I’ve edited the comments for brevity and anonymity. That’s all.

#1.   I like it.  Very clear explanation. My only concern is in the Hourly Rate section.

#2.   I'd remove hourly rate and discounts.

#3.   I agree with #2. Don't publish a rate.

#4.   I like #2's suggestion.  I think a positive approach that emphasizes the team approach and your strengths is best.  Customers will use price to qualify the service.  You need to make the conversation about something other than price.  It should be about quality, service and other factors that make you the best choice.  Price should be the last concern.

#5.   I agree with all of the others on staying away from talking about the hourly rates.  The one thing that stands out about you and your company to me is that you have a genuine interest in what is right for the customer.  Do whatever you can to try and get that message out to the potential customer. I would do business with you in a heart-beat because of that.

#6.   I like paying contractors by the hour. I say keep it in. It shows you're flexible.

#7.   I think this is of little consequence.  I know how agencies bill (by the hour) and I know that it will be more than if I do it myself and that the rates are subject to volume discounts. I don't care to read a page like this about the rates.  I am interested in the supplier because I know they can do the type of work I am interested in - a high level overview of the idea.  I also know that I will negotiate a price in the end for what I want, but I also know they need to make some money too.

# 8.   I like the flexibility of the pricing options - which I think should be the focus of the overall section. On a different note, I'm not sure I would include the Discount area. I don't know how others in the space approach pricing, but again the flexible approach speaks to how the customer can expect to be treated - based on their preferences.

My take away from this survey is this: work out your rate-card, use it when assembling a quote, present your submission and your price with confidence, and sell the overall value proposition.

Do justify each line item.

By focusing on the hours and rates you client loses sight of the big picture and your USP.

Here's why this picture of my friends' daughter doing paddle-board-yoga should matter to you and the brands you care for.

What products are designed for and used for are two very different things.

Utility can differ dramatically by all sorts of variables you've never dreamed of.

Product attitudes can change incredibly fast - like those towards paddle boards (and yoga).

This picture is worth 1,000 words on the subject of monitoring those who love your brand.

After I got my last flu and Covid shots, at Shoppers Drug Mart, the pharmacist put one of these brand-aids on my arm.

I loved it!

Simply brilliant branding.

Brilliantly simple branding. 

Food for thought: I saw this ad in the Economist shortly after reading an article about the plethora of errors judges are finding in AI generated legal submissions.