Short video by Mark Wickersham arguing that a single fixed price is wrong and not value pricing. He recommends 'menu pricing' — offering multiple (typically three) package tiers (e.g., bronze/silver/gold) for services so clients self-segment by perceived value and those who see greater value will pay more.
A single fixed price is wrong, guaranteed every single time. And it's also not value pricing. So what we have to do is we have to move and give clients choices, options. The best way of doing it as a starting point, is to use what I call menu pricing. It's where we give people different packages, and usually three. Because of the magic of three. Think of it as offering a bronze, silver, gold. Every service you offer, you should give at least three packages. Your bookkeeping, a bronze option, a silver, a gold tax return service, three different packages. Why do we do that? Because everybody values things differently, and you don't know how much somebody's willing to pay. Those clients that see greater value will pay you more money.
Effective Pricing Training: Mastering Software Settings for Optimised Pricing
Can Pricing Be Done in Writing? How to Handle Value Conversations Without Calls
