PICKING A FEE
How has your pricing strategy changed over the years? Regina Casaleggio, Cape Town, South Africa DM: The more I work, the more I realise that pricing is an emotional variable. Clients will pay for things that they really value, regardless of whether it makes sense on a spreadsheet. The more attuned I am to the fact, the less dependent I am on a client’s stated budget. I rarely ask now what budget they have; instead I focus the entire conversation around their hopes and dreams and try to deliver a price for those things that’s guaranteed to be an excellent return on investment.