Insights
Why do you reduce your fees each year?
Your fees and rates are probably under more pressure than ever. It is highly likely you are not charging high enough fees compared to the value that your client derives.
Many businesses under-charge in relation to the end result the client enjoys. It is easier to come down in price and much harder to go up. There are specific strategies that will help you gold and even increase your fees whether in tough times or normal times (whatever that means).
Do not be afraid of losing work. Do be very afraid of winning unprofitable work!
Some research by the MAA (marketing agencies association) found that “clients are paying agencies almost 20% less in fees than they were ten years ago.”
Take time to prepare for price discussions. Do not just turn up and hope for the best. Hope is not a strategy. It is rarely “all about price”. Your client’s decision to purchase will be based on a variety of reasons.
Ensuring your level of confidence is high should be a key part of your preparation. Confidence in your price is vital. Never apologise for your price of fee. The first person you need to sell your price to is…YOU. Say your price slowly, clearly and confidently. Are you convincing you?
What is your pricing strategy? Do you have one? Or do you just charge the ‘market rate? Or cost plus a mark up? Do you charge an hourly or daily rate? Or do you charge value based fees? If you have on-going relationships with your client then the price you charge your client in 2019, 2020 and even 2021. You are not just providing a price today! Today’s price has long term implications for your pricing for that client. If you under-price to a client you will lose in three different ways!
- Reduced revenue on the sale
- Reduced revenue on subsequent sales to the client
- Your relationship will be adversely affected and your confidence will be knocked.
Don’t immediately believe clients when they tell you that you are expensive. Often it is a knee-jerk reaction by them designed to elicit a price reduction in response. It is part of your client’s job to challenge your price. It is part of your job to know how to respond to that challenge.
Really understand the value that you provide for your clients. Once you know your true value to your clients you can charge more realistic fees, assuming you provide high value to your clients.
The more your business is viewed as similar or the same as your competitors the harder it is to charge the premium price. Work on your differentiation in ways your clients value. Do you say ‘yes’ too readily? Your preparedness to say ‘no’ will substantially increase your ability to hold and increase your fees. The challenge is to ‘disagree without being disagreeable’.
What are the dangers of not increasing your fees? Firstly as your costs increase unless you are finding the ways to work more efficiently, your profitability will decline, the client will think you are weak and your self-belief will decline. In a year’s time it will be a bigger problem unless you take action now. Morale in your business is likely to decline as teams which work on unprofitable clients are often de-motivated. There are dangers associated with increasing your fees. You may put your fees under the spotlight with the client and may prompt the client to price compare and benchmark you. You could lose a client.
So only increase your fees if four conditions are fulfilled; you are delivering immense value, are highly differentiated provide outstanding results and offer true expertise. Generally the best place to start if you want to increase your fees is with new clients. Test out a high rate and gauge their reaction. Increase your fee when you have recently won some new business and you are feeling more bullish. With existing clients you must increase fees on a regular basis i.e. annually. Increase fees with existing clients, one at a time. Start with your least profitable client and increase their fees. Choose your timing carefully. There never is a right time to increase fees. There are just some times which are better than others.
