So what is all this value-based pricing about then? If you sell professional services, or your expertise, then the only way of measuring what you should charge your customers is the amount of your time it takes to deliver what they have asked for, isn’t it?
Well, not necessarily.
Many products and services that we buy are priced according to the value that they provide, or add, to us. If it’s our wedding anniversary we may choose to visit an expensive restaurant, and pay a significant amount of money for a meal. If we’re just ready to eat something because it’s dinnertime, we are less likely to spend a fortune.