Sales Strategy
How to Price B2B Services Without Competing on Price
Should you charge by the hour, by project, or based on results? Compare pricing models that protect your margins and strengthen perceived value.
By Roberto Monticelli Wydra, Founder & Industrial Marketing Strategist
Direct answer
Price B2B services around VALUE, not COST. If you charge “hourly cost plus margin,” buyers see you as a commodity. To command a higher price, anchor it to the cost of the problem you solve. If your service saves a client BRL 1 million, charging BRL 100,000 is inexpensive. If it saves BRL 5,000, charging BRL 10,000 is impossible. The key is diagnosis: understand the financial impact of the problem before quoting a price.
Three core pricing models
1) Fixed price (defined scope): Best for projects with a clear start and finish. It gives the client certainty. 2) Time and materials (hourly): Fair for open-ended projects, but clients worry the budget will run over. 3) Retainer (monthly fee): Best for cash flow and long-term relationships, such as marketing, consulting, and maintenance.
Anchoring and options: good, better, best
Never present just one price. Offer three options. The first is basic, with a low anchor. The middle option is the one you want to sell and offers the best value. The third is VIP or premium, with a high anchor. The VIP option makes the middle one look more affordable.
How to present the price
Do not email a price after the first conversation. Present the proposal in a video or in-person meeting. Recap the problem, show the solution, establish your ability to deliver, and only then present the investment. A price without context feels expensive.
Quick questions
What if the client asks for a discount?
Trade a lower price for a smaller scope. “I can meet that price if we remove step X.” Never give a discount for free; it devalues your service.
Are success fees worth considering?
Yes, when you want to share the risk. Charge a smaller fixed fee to cover costs, plus a substantial variable fee if the target is met. This aligns incentives.
Should I publish a price list on my website?
For complex B2B services, no. Every project has unique variables. A fixed price list can scare off buyers who think it is expensive or leave money on the table with those willing to pay more. Use “starting at” if needed.
How can I raise my current prices?
Improve delivery, gather new success stories, and explain the increase based on those improvements. Clients who see results accept fair price increases.
What is value-based pricing?
It means charging a share of the value you create. For example, if you recover taxes, you charge 20% of the recovered amount. It is the most profitable model, but it requires complete trust.
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