{"id":34082,"date":"2023-03-31T06:45:00","date_gmt":"2023-03-31T13:45:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=34082"},"modified":"2023-11-02T12:05:09","modified_gmt":"2023-11-02T19:05:09","slug":"develop-services-establish-pricing","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/develop-services-establish-pricing","title":{"rendered":"Best practices for pricing services and increasing your value"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em>Learn from certified pricing professional Dr. Michael Tatonetti on how to establish your pricing strategy and services in a way that aligns with your business value.<\/em><\/p>\n\n\n\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/qbuHhMW2bTw\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Whether you\u2019re just starting your business or looking to raise your rates, pricing can be a confusing process to navigate. If you\u2019re struggling to assign a dollar value to your services, you\u2019re not alone! It can be hard to understand where you stand in relation to your industry and landscape. As you grow, it\u2019s not always intuitive to know how you should be scaling your pricing either.&nbsp;<\/p>\n\n\n\n<p>We sat down with pricing professional <a href=\"https:\/\/www.michaeltatonetti.com\/\">Dr. Michael Tatonetti<\/a> to find out everything you need to know to determine your value and price your services accurately. Watch our webinar replay above or read on to learn more about service pricing.<\/p>\n\n\n\n<p><strong>Jump to: <\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#pricing-strategy\">Determine your pricing strategy<\/a><\/li>\n\n\n\n<li><a href=\"#business-value\">Define your business value<\/a><\/li>\n\n\n\n<li><a href=\"#bottom-line\">Use your new pricing to increase your bottom line<\/a><\/li>\n\n\n\n<li><a href=\"#raise-prices\">When to reevaluate and raise prices<\/a><\/li>\n\n\n\n<li><a href=\"#select-services\">Making it easy for clients to select services<\/a><\/li>\n\n\n\n<li><a href=\"#resources\">Additional resources<\/a><\/li>\n<\/ul>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"88429\" class=\"elementor elementor-88429\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-2237b60 e-con-full cta_click e-flex e-con e-parent\" data-id=\"2237b60\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t<div class=\"elementor-element elementor-element-a763669 e-con-full e-flex e-con e-child\" data-id=\"a763669\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-acab07b elementor-widget elementor-widget-image\" data-id=\"acab07b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"470\" height=\"426\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-invoice-banner-black.png\" class=\"attachment-medium_large size-medium_large wp-image-88431\" alt=\"\" srcset=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-invoice-banner-black.png 470w, https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-invoice-banner-black-300x272.png 300w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-711ec11 e-con-full e-flex e-con e-child\" data-id=\"711ec11\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1504169 elementor-widget elementor-widget-heading\" data-id=\"1504169\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Sell your services in style\n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea01bef elementor-widget elementor-widget-text-editor\" data-id=\"ea01bef\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Create professional and branded invoices in minutes with HoneyBook.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6939b6e elementor-widget elementor-widget-button\" data-id=\"6939b6e\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/signup\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get started<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n\n\n\n<a id=\"pricing-strategy\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Determine your pricing strategy<\/h2>\n\n\n\n<p>When it comes to pricing, there are five key strategies you can choose from. Instead of taking a stab in the dark, these guidelines can help you develop the reasoning behind your pricing so you always know how to cover overhead costs and turn a profit. The five pricing strategies are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Competitive<\/strong> \u2013 Analyze your competitors and price based on what they\u2019re offering. The issue with <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/competitive-pricing\">competitive pricing<\/a> is that your value may not be in line with your competitors, so this strategy is best used for baseline research.&nbsp;<\/li>\n\n\n\n<li><strong>Cost-plus pricing<\/strong> \u2013 For product-based businesses, this is the best <a class=\"wpil_keyword_link\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/pricing-strategy\" target=\"_blank\" rel=\"noopener\" title=\"pricing strategy\" data-wpil-keyword-link=\"linked\">pricing strategy<\/a>. Your cost plus your profit equals your price.<\/li>\n\n\n\n<li><strong>Skimming<\/strong> \u2013 With this strategy, you\u2019d set your pricing high then slowly lower it until you build the number of clients you want.&nbsp;<\/li>\n\n\n\n<li><strong>Penetration<\/strong> \u2013 Penetration is the opposite of skimming, where you would start your pricing low to capture a larger client audience before slowly raising your pricing.&nbsp;<\/li>\n\n\n\n<li><strong>Value-based<\/strong> \u2013 This is one of the best pricing strategies because it\u2019s based on ROI for your clients. You\u2019ll price your services based directly on their value rather than what your competitors are doing.<\/li>\n<\/ul>\n\n\n\n<a id=\"business-value\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Define your business value<\/h2>\n\n\n\n<p>If you choose to use value-based pricing, you\u2019ll need to spend some time defining what that value is. This process may not give you an instant answer, but it\u2019ll help you start determining exactly what your clients get out of your services. Ask yourself the following questions:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>What is the outcome your client will receive?&nbsp;<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Consider both the qualitative and quantitative outcomes, including the number of hours you\u2019re saving your clients. Also consider the emotional outcome you\u2019re providing, such as feeling secure or belonging.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li><strong>How are you different within your niche?<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Many business owners end up under-valuing their services because they don\u2019t realize they offer a unique value proposition. As you begin to develop your pricing and sell your services, take the time to think about what makes you unique\u2013and price accordingly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Use your price point and target income to set new goals<\/h3>\n\n\n\n<p>Once you\u2019ve developed your pricing strategy, it\u2019s easy to set new goals for your projects. Instead of feeling like you need to take on every new project, you\u2019ll know exactly how many high-value projects you need to meet your goals.&nbsp;<\/p>\n\n\n\n<p>Using the equation below, determine the minimum number of projects you need to take on each month to hit your target income:<\/p>\n\n\n\n<p><strong>(ideal income\/months working) \/ profit per project = target projects per working month<\/strong><\/p>\n\n\n\n<a id=\"bottom-line\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Use your new pricing to increase your bottom line<\/h2>\n\n\n\n<p>Once you have a pricing strategy, translate it to the individual services or packages that address your clients\u2019 needs. If you don\u2019t have any packages in place yet, don\u2019t be afraid to simply start somewhere. As you continue to market your services and gain new clients, you can apply your learnings to evolve your offerings.&nbsp;<\/p>\n\n\n\n<p>With HoneyBook, you can establish packages that clients will view and select in a visually appealing <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/pricing-guide-examples\">pricing guide<\/a>. Depending on how your business operates, you can set up individual services or itemize multiple services inside a package offering.&nbsp;<\/p>\n\n\n\n<p>Along with communicating your pricing, a pricing guide or brochure is also a great place to express your brand identity and let your personality shine. Keep in mind, this important touchpoint with a potential client isn\u2019t just about selling your services, it\u2019s also an opportunity to sell your client experience.&nbsp;<\/p>\n\n\n\n<p>By showcasing your pricing in a professional, branded file, it will better represent higher prices (if that\u2019s the strategy you use).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">It&#8217;s okay to negotiate<\/h3>\n\n\n\n<p>Say a potential client has seen your brochure and is excited to move forward, but they want to see if you\u2019re able to <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/response-when-clients-think-you-cost-too-much\">come down on your price<\/a>. Do you still work with them?<\/p>\n\n\n\n<p>The answer is \u201cYes, if\u2026\u201d as in, it\u2019s okay to enter negotiations if you can find a plan that works for both of you. Rather than simply saying no or lowering your prices, try to adjust your offering to something that can accommodate their budget and\/or needs.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve designed your pricing guide successfully, it will help set client expectations for your value. And the key to negotiating is that your pricing should still match your value. If you\u2019re coming down on price, it means you may need to offer less of what your initial package included. Don\u2019t be afraid to say no if their budget doesn\u2019t match your value after negotiating.<\/p>\n\n\n\n<a id=\"raise-prices\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">When to reevaluate and raise prices<\/h2>\n\n\n\n<p>Once you have an initial pricing strategy in place, don\u2019t get too attached. Between inflation, changes in your industry, and business improvements, you\u2019ll want to continually <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/raising-prices\">raise your pricing<\/a> so you can turn a profit.<\/p>\n\n\n\n<p>As a good rule of thumb, plan to revisit your pricing at least once a year. During the annual review, make it a point to increase your pricing by at least 3-5%. If you\u2019ve added to your offering and increased your value, you may want to add more as well. Some examples of adding value include the following:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attending courses to increase your expertise<\/li>\n\n\n\n<li>Offering more flexibility or availability<\/li>\n\n\n\n<li>Offering a better client experience<\/li>\n<\/ul>\n\n\n\n<p>Every two to three years, conduct a deeper dive to increase your pricing further or introduce an upsell in value. Increasing your pricing incrementally helps set a norm that your long-term clients will come to expect.&nbsp;<\/p>\n\n\n\n<p>Just be sure to email and notify your clients whenever you raise your pricing and detail the increase in value, which could be any of the examples we listed above. Keep it short and sweet to make sure everyone\u2019s informed without coming across like you\u2019re asking for permission. Always be confident in your value!&nbsp;<\/p>\n\n\n\n<a id=\"select-services\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Making it easy for clients to select services<\/h2>\n\n\n\n<p>With HoneyBook, it\u2019s easy to leverage your pricing structures and showcase them in beautifully branded, customizable files.&nbsp;<\/p>\n\n\n\n<p>With smart files, you can combine different actions like service selection, invoicing, and <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/online-contract\">online contracts<\/a>. You\u2019ll be able to view your clients\u2019 selections, customize, and edit your files as needed.&nbsp;<\/p>\n\n\n\n<a id=\"resources\"><\/a>\n\n\n\n<h2 class=\"wp-block-heading\">Additional resources for entrepreneurs<\/h2>\n\n\n\n<p>Looking for more help with pricing? Visit the <a href=\"https:\/\/www.michaeltatonetti.com\/\">Michael Tattoneti Team, LLC<\/a> for pricing guidance tailored to entrepreneurs. To continue setting up your HoneyBook account and learn more business best practices from independent business owners, visit our <a href=\"https:\/\/www.youtube.com\/watch?v=WjV-4L8zST4&amp;list=PL6TUvBzCkmeU4IzHu9KRajMlkxYUCCqmP\">Chats With Small Business Owners<\/a> webinar series. Expert independent business owners will guide you through common small business concerns and share insights into how you can use HoneyBook to grow your business.<\/p>\n\n\n\n<p>HoneyBook, the best <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/best-crm-for-one-person-business\">crm for solopreneurs<\/a>, streamlines everything you need to manage your business into one place. Manage projects, book clients, send an <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/online-invoices\">online invoice<\/a> and get paid through our <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/online-payment-software\">online payment software<\/a>. Now peace of mind comes with just one login.<\/p>\n\n\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"88462\" class=\"elementor elementor-88462\" data-elementor-post-type=\"elementor_library\">\n\t\t\t<div class=\"elementor-element elementor-element-99ad397 e-con-full cta_click e-flex e-con e-parent\" data-id=\"99ad397\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t<div class=\"elementor-element elementor-element-ec10187 e-con-full e-flex e-con e-child\" data-id=\"ec10187\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c538a76 elementor-widget elementor-widget-image\" data-id=\"c538a76\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"404\" height=\"740\" src=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-payments-banner-merino.png\" class=\"attachment-medium_large size-medium_large wp-image-88479\" alt=\"\" srcset=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-payments-banner-merino.png 404w, https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/07\/cta-payments-banner-merino-164x300.png 164w\" sizes=\"(max-width: 404px) 100vw, 404px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0d64de4 e-con-full e-flex e-con e-child\" data-id=\"0d64de4\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8a918e8 elementor-widget elementor-widget-heading\" data-id=\"8a918e8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Get paid faster<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a9b97b elementor-widget elementor-widget-text-editor\" data-id=\"0a9b97b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Use HoneyBook to simplify your payment process\u2014no more chasing payments.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cb141f elementor-widget elementor-widget-button\" data-id=\"7cb141f\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/signup%20\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get started<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>Learn from certified pricing professional Dr. Michael Tatonetti on how to establish your pricing strategy and services in a way that aligns with your business value. Whether you\u2019re just starting your business or looking to raise your rates, pricing can be a confusing process to navigate. If you\u2019re struggling to assign a dollar value to [&hellip;]<\/p>\n","protected":false},"author":213,"featured_media":84648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[264],"class_list":["post-34082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-pricing"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature.jpg",2000,1548,false],"thumbnail":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature-150x150.jpg",150,150,true],"medium":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature-300x232.jpg",300,232,true],"medium_large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature-768x594.jpg",768,594,true],"large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature-1024x793.jpg",1024,793,true],"1536x1536":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature-1536x1189.jpg",1536,1189,true],"2048x2048":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2023\/03\/pricing-services-feature.jpg",2000,1548,false]},"post_excerpt_stackable_v2":"<p>Learn from certified pricing professional Dr. Michael Tatonetti on how to establish your pricing strategy and services in a way that aligns with your business value. Whether you\u2019re just starting your business or looking to raise your rates, pricing can be a confusing process to navigate. If you\u2019re struggling to assign a dollar value to your services, you\u2019re not alone! It can be hard to understand where you stand in relation to your industry and landscape. As you grow, it\u2019s not always intuitive to know how you should be scaling your pricing either.&nbsp; We sat down with pricing professional Dr.&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/category\/business-best-practices\" rel=\"category tag\">Business best practices<\/a>","author_info_v2":{"name":"HoneyBook","url":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/author\/honeybook"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Develop Your Services and Establish Pricing | HoneyBook<\/title>\n<meta name=\"description\" content=\"Learn from a certified pricing professional on how to establish pricing in a way that aligns with your business values. Price your services accurately.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/develop-services-establish-pricing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Develop Your Services and Establish Pricing | HoneyBook\" \/>\n<meta property=\"og:description\" content=\"Learn from a certified pricing professional on how to establish pricing in a way that aligns with your business values. 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