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Marketing Academy

Module 5: Pricing, Packages and Proposals

Your price is the first thing many clients judge you by, long before they meet you. It tells them what kind of business you are, who you serve and how confident you…

Your price is the first thing many clients judge you by, long before they meet you. It tells them what kind of business you are, who you serve and how confident you are in the work. This module treats pricing as marketing: how to build a price from your real costs, check it against the market and anchor it to the value a client receives. You will design good, better and best packages, write quotes and proposals that do the selling for you, and set deposit, discount and off-peak policies that protect your margin. You will also learn the Canadian rules that govern how prices appear online, including the Competition Act's drip pricing provision and how HST fits in. The module is for planners, performers, caterers, venues, photographers, rental companies and anyone else who sends a quote. It ends with a workshop in which you build a three-tier price sheet for your own business.

By the end of this module you can

  • Calculate a floor price from your real costs and test it against the market and the value delivered
  • Build three packages that steer clients toward the option you most want to sell
  • Advertise prices that comply with the all-in pricing rules and show HST correctly
  • Write quotes and proposals that answer objections before the client raises them
  • Set deposit, discount, off-peak and add-on policies that protect your margin