How I Help Clients See Price As An Investment (Not A Cost)

_{[Read time: 1.5 minutes]}

This week, I joined Chris DuBois on the Agency Forward podcast.

As you would expect…we talked pricing.

Chris asked a key question that I wanted to share here:

How do you make your price feel like an investment instead of a cost?

Honestly, you can’t…with the price itself.

And you shouldn’t try.

But rather your job is to help them come to their own realization.

(here’s what I mean)

Since we deal with price so often, we’re wired to think: price = cost (by default).

Groceries. Netflix. Health insurance. College.

Prices. Subscription fees. Premiums. Tuition.

No matter what it’s called, they are all prices.

And they signal cost to our brains.

Your job isn’t to make the price feel like an investment, your job is to enable the ‘ah ha’ transformation in their head.

Nuanced. But important nuance.

Because when you try to let price speak for itself, you’re handcuffed to default-cost-thinking.

But when they have the “ah-ha” moment? It was their idea.

Human psychology.

And you do that through the selling conversation by:

• Making your offer feel more tangible → the more real and concrete it feels, the easier it is to see the payoff

• Connecting your value (and pricing) to a specific financial metric and outcome → makes the ROI undeniable

This is just one of the topics we unpacked on the podcast.

In 31 minutes and 48 seconds, we also covered:

• The biggest pricing mistake agencies, consultants, and service providers make

• When to use value-based pricing vs. fixed fees

• Whether to put your prices on your website

• How to handle pricing for variable scopes and client types

• The best way to raise rates for existing clients

• The one big domino that makes pricing easier across the board

Listen here on Spotify.

Or on Apple Podcasts.

Thank you for reading (and listening).

See you next week.

— Peter

P.S. When you’re ready to work together, here is my promise:

I’ll help you stop undercharging for your high-value expertise — and start charging premium fees, selling with confidence, and attracting better clients.

Reserve your spot.