Blair Enns Value Conversation Framing

Set price tiers based on client impact using the Blair Enns value conversation framework. Map client goals, measure upside, and create value anchored options.

4 time blocks, 70 minutes in total.

Time blocks

Desired Future State Mapping: 15 min
Write down the exact business goals your client wants to achieve
Metrics of Success Definition: 15 min
Define how both sides will measure success after completion
Value Impact Calculation: 20 min
Calculate potential revenue gains or cost savings for the client
Three Option Tier Framing: 20 min
Build three pricing tiers anchored to the estimated business value

About this routine

Pricing services based on hours or deliverables often limits income and misaligns incentives. The Blair Enns value conversation framework changes this focus by pricing the client outcome rather than the work required. Before drafting a formal proposal, you establish what success means financially to the client and anchor your fees against that impact.

This 70 minute prep routine walks you through the essential stages of value based discovery. You begin by mapping the client's desired future state and defining precise measurement criteria. Then you quantify the economic upside and structure three distinct proposal options that reflect different levels of investment.

Why this routine works

Shift client focus from hourly costs to total return on investment
Uncover true project value before writing a single proposal line
Offer clear tiered options that anchor higher fees naturally

FAQ

What is the Blair Enns value conversation?

The Blair Enns value conversation is a discovery framework where you uncover a client's desired business outcomes, quantify financial upside, and set prices based on value created rather than time spent.

How long does this proposal pricing session take?

This session takes 70 minutes to complete, covering future state mapping, metrics definition, financial calculation, and option tiering.

Why should you offer three proposal options?

Offering three options changes the client decision from choosing whether to hire you to choosing how to work with you, while setting clear boundaries for higher value tiers.

Sources

Pricing Creativity, Blair Enns
The Win Without Pitching Manifesto, Blair Enns