Value-Based
Sales Training & Coaching
Win better deals at higher prices without
cringe tactics or high-pressure playbooks.
Two ways we can work together
to close your value gap.
By the time a buyer contacts you, they’ve usually already formed a mental shortlist of preferred partners. In most cases, the winning firm comes from that original consideration set. So if a buyer doesn’t know you before they start their search, you’re already on the back foot. If you’re not in mind from the beginning, you’re not really in the running. The positioning work I do is about helping you earn a place on that mental shortlist before the search even begins, so you’re top of mind when buyers come into market.
- Positioning Gap Audit
- Brand Positioning Sprints
- Brand Positioning Strategy
Getting on the shortlist gives you a chance. It does not win the deal. Most opportunities are lost when buyers struggle to align internally, justify the investment or agree on what matters most. Value-based selling helps solve that by aligning the buying committee around a shared vision of value before a proposal is ever written. It helps you communicate value more clearly, build consensus faster, shape stronger proposals, and price in line with the value you create, not the hours you work.
- The Value Vision Workshop
- Value-Based Selling Sprints
- Embedded Coaching
Andrew has a talent for turning complex ideas into simple sales stories. His approach helped us get our messaging straight in a number of successful pitches.
Since working with Andrew our pipeline has transformed. Not only are we attracting bigger opportunities with new clients, we're closing them too.
We've benefited from Andrew's expertise in developing concepts for pitches. He's an unexpected source of creativity and has positively influenced our projects.
Frequently asked questions.
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The most common signs are: clients who regularly push back on your fees; discounts, scope creep, and write-downs that quietly erode your margin; proposals that feel like they need to be justified rather than simply presented; and a nagging sense that you're winning on relationships or goodwill rather than the strength of your commercial offer. If any of those feel familiar, the gap is probably there and the call is a good place to explore how wide it is.
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It's the distance between the value your agency creates for clients and what you're actually able to charge for it. That gap usually exists because of how you're positioned in the market, how you sell, or both. It shows up as the signs listed above: discounts, scope creep, write-downs, and proposals that never quite land at the fee they should. The work here addresses both sides of it, so the price you charge starts to reflect the value you actually deliver.
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This is for founders and leaders of independent agencies (brand, creative, digital, strategy, and similar) who feel they're consistently undercharging for the value they create, losing deals on price, or struggling to get clients to take their fees seriously.
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There are two tracks. Positioning Strategy is for agencies that need to become more visible and credible before the client search even begins. Value-Based Selling is for agencies that want to win more deals at higher fees once they're in the room. Each has a range of offers within it, and dedicated pages with full details are coming. If you're unsure which fits best, the call is the right place to start.
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The value gap tends to be most acute in smaller, independent agencies, precisely because there's no dedicated new business or commercial function and the founder is often doing everything. Size isn't the qualifier; undercharging relative to the value you create is.
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Yes, often more so. The agencies that benefit most aren't necessarily struggling; they're the ones who've hit a ceiling and suspect they're leaving meaningful money on the table despite strong client relationships and good work. Closing the value gap matters just as much when things are going well as when they're not.
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Yes. Fixed fees are not automatically value-based. Plenty of agencies stop billing by the hour but still anchor their pricing to time behind the scenes. The issue is not just how you format the fee. It is whether you can clearly position, justify and defend the value behind it. If the number still feels shaped by effort more than outcome, there is probably more value to capture.
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Most sales training is generic and not built around the specific dynamics of agency new business. Most brand consultants focus on visual identity, not commercial positioning. This sits at the intersection of the two, helping you shape how your agency is perceived in the market and how you sell once you're in the conversation, with both ultimately connected to the price you can charge.
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It's a short, no-pressure conversation. The goal is simply to understand where your agency is right now and whether there's a fit. There's no pitch and no obligation. If it makes sense to work together, you'll hear what that looks like. If not, you'll still leave the call with more clarity than you arrived with.
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No. The call is free and there's nothing to prepare in advance. It's a chance to talk through your situation and see whether working together makes sense for both sides.
Ready to close your value gap?
Book a no-strings 20-min intro call to check chemistry and fit.
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