From working with 50+ agency owners, there hasn’t been one so far who is overcharging for their work. Here’s how to change that.
Value-Based Pricing Over Hourly Rates
Shift from time-based calculations to understanding client outcomes. My own trajectory illustrates this: early logo work charged at £150 evolved into five-figure brand projects at our agency’s peak.
The question isn’t “how long will this take?” It’s “what is this worth to the client?”
Identifying Ideal Clients
Understanding where money exists is crucial. Ideal clients appreciate strategic expertise and business acumen rather than competing on price alone.
Filter for clients who value:
- Commercial knowledge
- Creative input
- Strategic thinking
- Long-term partnerships
Not everyone is your client. The sooner you accept this, the faster you’ll grow.
Business Impact Communication
Rather than discussing design processes, focus on measurable business results.
When presenting to manufacturing clients, demonstrate lead generation improvements rather than emphasizing visual elements. Clients care about outcomes, not your process.
Building Strong Teams
High-performance teams enable consistent quality delivery at premium pricing. Cultural fit matters equally with technical skills.
Your team is the delivery mechanism for your premium positioning. Invest accordingly.
30-Day Action Plan
- Review current pricing adequacy
- Understand the commercial value you deliver
- Create value-based proposal templates
- Hold team meetings to elevate services
- Set specific fee increase targets
Proper pricing reflects actual value delivery. You’re not exploiting clients. You’re being honest about what you’re worth. If you need structured support making this shift, coaching for designers can help you implement value-based pricing with confidence.