Frame Your Price with Your Impact

Caitlin Clark's WNBA salary for 2025? Just over $𝟳𝟴,𝟬𝟬𝟬.

Her economic impact? An economist at Indiana University calculated she's responsible for $𝟯𝟲 𝗺𝗶𝗹𝗹𝗶𝗼𝗻 in economic value to the city of Indianapolis and 𝟮𝟳% 𝗼𝗳 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝗪𝗡𝗕𝗔'𝘀 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆 through attendance, merchandise, and TV revenue.

Clark's impact offers a powerful lesson for professional service providers.

Most service providers face the same challenge. Your impact is substantial, yet often invisible unless your conversations with clients create the framing.

For example, if your engagement creates savings of $200,000 annually for your client, those savings can be reinvested in company growth. How much will that reinvestment yield in additional profit? What do those added earnings enable the company to do that was previously impossible? How does it change the overall valuation of the company?

The answers to questions like these open a much broader measure of your impact.

When you quantify your impact:

• Your fees look 𝘁𝗶𝗻𝘆 compared to the value

• Clients' 𝘄𝗶𝗹𝗹𝗶𝗻𝗴𝗻𝗲𝘀𝘀 𝘁𝗼 𝗽𝗮𝘆 increases

• You create a 𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗽𝗼𝗶𝗻𝘁 that makes pricing easier

Like Clark's impact on basketball, your expertise creates 𝗿𝗶𝗽𝗽𝗹𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝘀 𝗳𝗮𝗿 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗶𝗻𝗶𝘁𝗶𝗮𝗹 𝗻𝘂𝗺𝗯𝗲𝗿𝘀. The question isn't just what you charge—it's what 𝘄𝗮𝘃𝗲𝘀 𝗼𝗳 𝘃𝗮𝗹𝘂𝗲 you set in motion.

Are you helping clients see the full picture of your value?

Image Credit: John Mac, CC BY-SA 2.0, via Wikimedia Commons

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Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.

I’m John Ray, a business consultant and coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of its owners. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more or contact me directly.

I’m the author of the national bestseller, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers.