RainToday.com Note: This is part one of two of Sobel's article on pricing. This week, Sobel will outline why professional service providers' pricing is tied to their value and will offer the first four of nine considerations. Read Sobel's last five considerations in next week's Rainmaker Report.

Robust pricing is a key to profitability, yet most professionals spend little time seriously exploring how to price their services effectively. Worse, they chronically underprice as they over-react to client pressure to reduce fees and become afraid they will lose the sale.

Most of you reading this deliver a high value-added service. We're not talking about boxcars of grain or commodity chemicals that are priced by rigid supply and demand curves. What you do is infused with deep experience, knowledge, creativity, and ideas.

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