Get Paid for the Value You Create - Brian Doyle | The Value Factory Podcast

Brian Doyle, Managing Principal at Holden Advisors, explains how professional service firms win on value instead of price: how to quantify the value you create, hold your price against procurement and reverse auctions, and why the discipline to walk away protects your margins - and your enterprise value. Get paid for the value you create for your customers. Your upside is way higher than you think. And sometimes the best deal is the one you don't take. Subscribe for more conversations with operators and advisors on building, scaling, and exiting valuable companies. Chapters: 00:52 Introduction and guest background 03:59 Difference between outcome-based and value-based pricing 05:59 Using industry data versus value creation for pricing 07:07 Case study: Increasing enterprise value through de-risking 09:02 Pricing as a tool for maximizing exit value 10:12 Structuring pricing with upside sharing and success fees 12:02 Aligning incentives and sharing in high-value deals 13:45 Building confidence in your pricing and communicating value 15:59 Overcoming client objections and procurement tactics 17:45 The importance of client feedback and third-party validation 18:22 Ideal client profiles and target markets 20:16 Training sales teams to sell value, not just price 21:48 Quantifying and demonstrating your value to clients 23:41 Handling procurement and reverse auction scenarios 26:21 Strategies for dealing with tough procurement negotiations 29:09 The role of experience and preparation in negotiations 30:23 Using AI negotiation simulators for practice 35:25 The importance of internal discipline and third-party advice 37:12 Knowing when to walk away from deals that don't meet your value 42:53 Resources and final thoughts on pricing mastery #ValueFactory #PricingStrategy #BrianDoyle #ValueBasedPricing #PrivateEquity #ExitPlanning