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Are you Tired of Competing on Price?


Are you Tired of Competing on Price?

By , February 28, 2024
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In the world of professional services, the constant pressure to compete on price can be exhausting. If you find yourself tired of the endless inquiries about matching competitors’ hourly rates and feeling like your skills are being treated as a mere commodity, it’s time to shift your approach. In this blog post, we’ll explore how you can escape the price squeeze and position your business as a standout expert in your field.

The Frustration of Price Competition

Being consistently asked to match a competitor’s price can be disheartening, especially when your expertise is reduced to a mere number of billable hours. All hours may seem equal, but the time it takes for your business to complete a job is influenced by numerous factors – knowledge, experience, and the tools at your disposal. The challenge lies in conveying these differentiators effectively during the sales process without resorting to a mundane list of past clients.

Moving Beyond Conventional Sales Tactics

If you find yourself merely selling your experience to convince clients, you risk sounding no different from your competitors. The key to standing out is developing Intellectual Property (IP) for your business, a concept that has proven successful for industry giants like Subway.

Unlocking the Power of Intellectual Property

IP in the professional services realm signifies a deep understanding of the problems your clients face, to the extent that you’ve been able to model and define them comprehensively. This level of expertise positions your business as the go-to authority in the field. Instead of selling yourself or your team, you’re now able to sell your Intellectual Property.

IP Enables a Fundamental Shift in Approach

With a solid foundation of IP, your business can reshape how problems are solved, moving away from the conventional hourly rate model. This allows for the creation of bespoke processes tailored to your clients’ unique needs. By offering a solution-focused approach, you can set a pricing structure based on outcomes rather than hours worked, making it easier for clients to understand the value they’re receiving.

The Benefits Extend Beyond Profitability

The beauty of this approach extends beyond immediate profitability. By charging for solutions rather than hours, your business becomes more valuable and attractive to potential buyers. This strategic shift not only boosts your current earnings but also sets the stage for a smoother exit strategy when the time comes.


If you’re tired of the constant price competition in your professional services business, it’s time to break free from the hourly rate paradigm. Developing Intellectual Property allows you to redefine your value proposition, positioning your business as a leader in the field. By offering bespoke solutions and focusing on outcomes, you not only increase profitability but also enhance the long-term value of your business. It’s time to elevate your business above the competition and embark on a path of sustained success.

Darryl Bates-Brownsword

Darryl Bates-Brownsword

CEO | Succession Plus UK

Darryl is a dynamic, driven Business Mentor and Coach with over 20 years of experience and passion for creating successful outcomes for founder-led businesses. He is a great connector, team builder, problem solver, and inspirer – showing the way through complexity to simplicity.

He has built 2 international multi-million turnover businesses; one now operating in 16 countries. His quick and analytical approach cuts through to the core issues quickly and identifying the context. He challenges the status quo and gets consistent, repeatable and reliable business results.

Originating in Australia, Darryl’s first career was as an Engineer in the Power Industry. Building businesses bought him to the UK in 2003 where he quickly developed a reputation for combining systems thinking with great creativity to get results in challenging situations.

A keen competitive cyclist, he also has a B Eng (Mech) Engineering and an MBA.