An exclusive MBO Partners webinar featuring Brennan Dunn of Double Your Freelancing. He discusses the benefits of value-based bill rates.

1. HOW TO SELL +
PRICE THE RIGHT
WAY

2. SLIDE
A new lead comes along…
“You design websites, right?
Here’s what I’m looking for…”

3. SLIDE
You listen to what they want.
You ask them a few questions.
You might meet for coffee,
and then exchange a phone
calls & emails.

4. SLIDE
You put together the perfect
proposal.

5. SLIDE
And then you wait…
(and wait. and wait. and
sometimes wait even more.)

6. SLIDE
“Hey… I have a few questions.
Can we talk?”
(A few more hours might get
sunk into the sale.)

7. SLIDE
The outcome is binary: You
either win the project, or you
don’t.

8. •1h: Initial meeting with new lead.
•30m: Followup phone call meeting.
•1.5h: Project scoping meeting at our office.
•2h: Write proposal
•30m: Followup meeting a few days later
Here’s the problem…

9. 5.5 HOU RS
INVE STED.
NO G UA RANTEE.

10. ON AVERAGE, 1 IN
3 LE ADS BECOME
CLIE NTS.

11. 16.5 HOURS

12. 0
175
350
525
700
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOMETHING HAPPENED HERE…

13. SLIDE
What changed?
I stopped selling myself and
my team as a commodity.

14. • Listen. What is the project, and what does the client think should be done? (Your
competitors do this)
• Identify the trigger. What event, or series of events, brought this project to life?
• Highlight the problem. What problem lied at the bottom of this trigger?
• How painful is the problem? What effect does this problem have on the
business?
• What’s the cost? What impact has this had on the client’s business
• What should tomorrow look? If this problem went away, what would tomorrow
look like?
Step 1: “Socratically” get to the root of
the problem.

15. • Start by identifying the client’s revenue model, and work backward to find out
how you’re able to make a difference
• What’s the average value or impact of what you can control? (leads, sales, opt-ins,
workflow overhead, etc)
• Figure out how you can optimize that, and use back-of-the-napkin math to figure
out what that means for the business
Step 2: Identify the project’s Financial
Upside.

16. • When you ultimately present your price, it should be the cost to go from here (the
“today” they told you about) to there (the “tomorrow”)
• This price won’t exist in a vacuum. It’ll be pegged to the financial upside we’ve
identified with the help of the project lead
• Offer packages, and price and package these offerings based on “completeness”
• Packages provide “A or B (or C)” vs. “Buy or don’t buy”
Step 3: Anchor your costs around that
upside.

17. • Your proposal is the summation of the problem behind the project (identified via
Socratic questioning) and how you can solve the problem, along with the
associated Financial Upside
• The first number they see won’t be their costs, but rather their potential gains
• Written like a sales letter rather than an line-item order sheet
• Positions yourself as a premium consultant laser focused on the problem at
hand, rather than just someone with technical chops
Step 4: (Re)present your paths to the
solution

18. $20,000/WEEK

19. CLOSE MORE
PROJECTS

20. RAISE YOUR
RATES

21. GAIN MORE
CREATIVE
FREEDOM

22. • Change the way you sell to your project leads. Instead of focusing on
the PROJECT, focus on the PROBLEM.
• Quantify the value that you bring to the table. What would it mean, in
real & concrete figures, to solve your client’s problem?
• Create processes that move leads through your funnel.
• Develop the right templates to leverage throughout each step of the
sales process.
To get started:

23. OVERWHELMED?
WE’VE G OT YOUR
BACK.

24. DO UBLE YOUR FREEL ANCING RAT E
Get the course for 30% off — through Sunday at
11:59pm EST.
• A start-to-finish framework on
qualifying leads, selling, and writing
proposals.
• 2-month followup accountability
course + interactive worksheets to
help you apply the framework to your
business.
• 21 case studies, totally over 6 hours,
with past students who have
successfully raised their prices and
conversion rates.
• Contract and Statement of Work
templates.
• Roadmapping sell sheet and
overview document templates.
• Additional templates and scripts that
you can begin using immediately,
including my Proposal template.
• 2 years of access to the Freelancer’s
Guild

25. DO UBLE YOUR FREEL ANCING RAT E
https://doubleyourfreelancing.com/mboworkshop
Get the course for 30% off — through Sunday at
11:59pm EST.

26. https://doubleyourfreelancing.com/mbobonus
Free gift: 1 hour of additional training
that shows you exactly how I sell my
own clients on premium projects:

27. QUESTION S?
https://doubleyourfreelancing.com/mboworkshop