VALUE-BASED PRICING FOR SERVICE BUSINESSES
Stop Selling Services.
Start Selling Outcomes.
Most service businesses are commercially undervalued. Grown by referral, prices unchanged for years, and no clear way to explain why they’re different. I fix all three with hands-on work that repositions your business around the outcomes you deliver. More profitable, faster growing, and worth more when it matters.
SOUND FAMILIAR?
The signs of an undervalued business
Does this sound familiar?
✗ See competitors offering similar services for less
✗ Haven’t increased your prices in years for fear of losing customers
✗ Always having to discount to win new business
✗ Customers focus on your time and costs, not the outcomes you deliver
✗ Quietly suspect the business is worth less than the years you’ve put in
What changes when we work together
✓ Package your services as clear outcomes and results
✓ Develop value-based pricing that justifies premium rates
✓ Put price increases through professionally, keeping the clients who matter
✓ Win proposals on value rather than on being the cheapest quote
✓ Build a business that commands a premium valuation, on your terms
THE ROOT CAUSE
Most service businesses sell ingredients. Deliverables, hours, licences, tickets. Ingredients get compared on price.
Meals are what people pay for.
When you package and price the outcome your clients actually want, price stops being the conversation. That shift is the work we do together.
THE RESULTS
Real results for service businesses
43%
Average profit improvement
From a combination of value-based pricing changes and operational improvements, often without adding a single new client
13%
Average price increase
Achieved with little or no loss of clients, and often with better client relationships as a result of the value-based positioning
97%+
Client retention
Client scoring and a pre-mortem on the rollout protect your core clients. The few who leave are usually the most price-driven
Averages across all clients in the 12 months after implementing the recommended changes.
WAYS TO WORK TOGETHER
Where do you want to start?
Every engagement starts with understanding where your business sits today. Start with the free Value Scorecard, or book a call if you already know you’re ready to act.
FREE
Value Scorecard
Three minutes to see where your business sits on the commodity-to-premium spectrum. Your score appears straight away, and a personalised report is emailed to you.
£295 · ONE HOUR
Pricing and Positioning Session
One hour on your pricing and positioning. I review your business before the call, then send written notes and clear actions within two working days. If you don’t feel it was worth it, you get a full refund.
FROM £1,500
Pricing Health Check
A focused review of your current pricing, margins and client mix. Includes a practical plan for a price increase and the client communications, written and ready to send.
FROM £2,950
Prospect to Client Conversion
A short, fixed-price engagement that builds your complete conversion process: discovery questions that uncover what your work is worth, a value calculator, and a proposal format that leads with outcomes.
FROM £3,500
Value Transformation Assessment
A structured review across ten dimensions of your business. You get a scored report, the financial case for change, and a 90-day plan for what to do first.
FROM £15,000
Value Transformation Programme
Three months of hands-on implementation. I work alongside you to build the pricing, proposals, positioning and client communications, then help you put them in place.
Run an MSP? Get an indicative valuation in two minutes with the free MSP valuation calculator.
THE COST OF WAITING
What’s the real cost of standing still?
Use the Inflation Gap Calculator. Enter your revenue and gross margin to see what inflation has cost your business since your last price increase.
Price & Revenue Impact Calculator
See what staying still has cost you, and what acting now could mean for your business.
This is the flat annual percentage increase you could have applied if you had actively managed your pricing. Drag to explore different scenarios.
Inflation Only
Aspirational Pricing
CLIENT FEEDBACK
What clients say
“We were competing in a commoditised market where we found ourselves racing to the bottom. Justin’s guidance and support uncovered opportunities that mean we now compete in a market of one and set our own prices.”
Niall Heaton
Founder, Securilix
Highly recommended. Justin has just completed a project over 6 months for our web design agency. He’s happy to get stuck in, and takes the time to really understand what… read more
Jack Manley
13 July, 2026I engaged with Justin late November 2025 as we needed some assistance with pivoting our business, we were competing in a commoditised market where we found ourselves racing to the… read more
Niall Heaton
16 January, 2026Justin delivered a brilliant session around client retention and development to the team at Pelican. From the beginning of the process where he professionally probed to understand our success criteria,… read more
Chris Braniff
22 December, 2025We engaged Justin to help us with uncovering hidden value within our organisation and to help us to structure and position annual price increases for clients which is something we… read more
Josh Mitchell
8 July, 2025Really useful and informative information and guidance.
Laurence
5 June, 2025I attended one of Justin’s webinar workshops and it was absolutely fantastic. Justin outlined the importance of charging your worth, and how people expect to pay for quality services and… read more
Alexandra Rookyard
5 June, 2025One of the best investments I’ve made this year.If you’re struggling to value your worth and worry about raising your prices… this will change your mind and help you to… read more
diane jones
4 June, 2025I recently attended one of Justin’s workshops and it really was first class. Justin gives practical advice and tools which can be used from the moment you finish the workshop.… read more
Dandelion Marketing
3 April, 2025Highly professional and knowledgeable, one of those companies and contacts you need at your disposal. Highly recommended, a breath of fresh air to be honest!
I SHOOTS
1 March, 2025
HOW I WORK
Implementation, not just advice
Most consulting engagements end with a report. The report goes in a drawer, the price increase never happens, and twelve months later nothing has changed.
I do the work with you and for you: the pricing calculator, the proposal templates, the price increase communications, the positioning. I build the materials your business needs, and I stay with you through implementation.
THE VALUE GUARANTEE
If you don’t feel you’ve received value, you don’t pay in full.
Every engagement includes it, and each service page sets out how it works for that service. It has never been needed, but it’s there so you can commit with confidence.
Not sure where you sit?
Take the free three-minute Value Scorecard to see where your business sits on the commodity-to-premium spectrum, and what it’s costing you to stay there.