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A Designer's View of Value Pricing with James Dalman

A Designer’s View of Value Pricing with James Dalman – 024

December 23, 2014 by Kirk Bowman Leave a Comment

James Dalman is a designer who sells on value. He also leads HappyJoe.org, a non-profit to help veterans get jobs in the technical workplace after returning from service.

http://traffic.libsyn.com/artofvalue/024-A-Designers-View-of-Value-Pricing.mp3

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What is the most important thing you can share about pricing?

  • Pricing is about selling the value.
  • Value is not determined by what the salesperson believes; it is what the customer perceives it is.
  • To sell value, a good salesperson uncovers the benefits the customer is looking for and the emotions behind it – and reiterates it to the customer.
  • Uncover the tangible vs. intangible value (real vs. perceived).
  • A brand is how you want to be perceived by your customers.
  • A great brand will allow you to charge a premium price for a mediocre product.

Why is it so hard for freelancers to price on value?

  • They don't believe in themselves.
  • Once the confidence is there, your customers will believe the value is there.
  • Designer vs. developer: A designer doesn't necessarily code. A developer doesn't necessarily design. It is rare to find both in the same person, but there is value in both.
  • The designer/developer needs to know their strengths and identify themselves accordingly.
  • “Tell me your story” is James' favorite question to begin the value discussion.
  • Duct Tape Selling by John Jantsch has 12 questions to start the value conversation.

What is your opinion of pricing in the WordPress space?

  • They price like they are living in their parent's basement without a care in the world.
  • Increase prices, lose problem customers, and make more money.

About James Dalman

  • Leads HappyJoe.org
  • WordPress designer/consultant
  • Customers include BMW, Michael Hyatt and Nike Golf
  • JamesDalman.com
  • Twitter: @jamesdalman

Filed Under: Episodes, Positioning Tagged With: Creative agency, Self-confidence, Web development

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