design value

The secret to value pricing for design

Value pricing will only work with some clients because as an industry we have spent far too long selling our services by the hour. We need to accept our legacy clients who have bought design by the hour are going to be hard to shift to a design value pricing model.

That’s why we need to begin by analysing and segmenting our clients to identify where we can sell design value pricing. We then develop a design value proposition for those clients.

Over the past 10 years we have worked with designers to develop hundreds of design value propositions that target clients and lead to value add pitches.

At it’s most basic, most designers want clients to buy from them rather than their competitors. That only happens by understanding why a client buys design in the first place. Not understanding why clients respond is like exploring a new city without a map: results are haphazard, confusing, and inefficient.

That’s where the Design Value Proposition comes in — it’s a roadmap to client wants and needs. It matches those wants and need to your services.

In the Business of Design Week masterclass How to grow your studio with value pricing we show design studio owners and managers how to to stop selling by the hour and learn value-added pricing.

We begin by understanding what value add services designers are selling. We show examples of how this is being done. We then use a client segmentation exercise to examine the clients to see which ones are more likely to buy design value added services.

This masterclass then explains how to write a Design Value Propositions specific to your clients needs and wants. This is converted to a pitch for new design value added business.

All of this is done through case studies and interactive sessions in the workshop. You will go away with an action plan to sell design value.

The pitch

Honing the pitch is vital and that’s why we have the Presentation skills for designers masterclass. In this day long session presented by Serpil Senelmis and James Brandis of Written and Recorded you will be provided with the tools you need so you don’t choke in your next pitch meeting.

The ability to pitch successfully is not about being naturally good at sales, negotiation or management – it’s a specific skill that can be learned. With no hard and fast rules, it’s part presentation skills, part psychology and part science.

You’ll learn the secret sauce on how to sell a design solution without looking like you’re trying to flog snake oil. You’ll also develop the skills to help clients understand how your design adds value.

See more about the Business of Design Week, How to grow your studio with value pricing and Presentation skills for designers


Greg Branson

Greg’s passion is the research and development of methods that improve design management and the role of design in business.

Greg has developed The Design Business School to help owners manage their business better along with showing designers how to get more involved in the studio and develop their career path. Contact Greg.