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Professional Services Pricing - A Virtual Masterclass!

Professional Services Pricing - A Virtual Masterclass!
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06 Oct 2020 09:00 - 12:00

VIRTUAL MASTERCLASS: Hosted by Positive Pricing

Course Leaders: Colin Jasper, Principal, Positive Pricing and Stuart Dodds, Principal, Positive Pricing, latterly Director of Global Pricing and Legal Project Management, Baker McKenzie

“A misguided pricing strategy can shrink profitability, warp client relationships, and destroy a brand.” - Nick Wreden (Brand Futurist)


22nd September 2020

9:00 am - 12pm 

Module 1: Contemporary pricing theory as it relates to professional services

    • Successful pricing
    • The impact of price
    • Methods of setting a price
    • How clients assess your price
    • Improving price-setting discretion

Module 2: Price positioning and pricing structures

    • The implications of different price positions
    • A taxonomy of fee structures
    • Dealing with the shift away from hourly rates
    • Understanding and using alternative fee arrangements
    • Dealing with client requests for innovative fee structures

23rd September 2020

9am - 12pm

Module 3: Assessing costs and competition

    • The implications of different costing assumptions
    • Assessing project profitability
    • Establishing a competitor intelligence system
    • Combating commoditisation
    • Competing with low ball bids
    • Client views on the commoditisation and differentiation of professional service firms

Module 4: Creating and communicating value

    • Understand why it’s critical to communicate the value delivered
    • Explore a comprehensive framework for identifying how professionals create value for clients
    • Improve our understanding of how we add value to clients
    • Develop greater confidence in communicating and credibly demonstrating the value delivered to clients
6th October, 2020

9am - 12pm

Module 5: Improving the creating and management of estimates

• Why clients seek estimates
• Methods of creating an estimate
• Negotiating favorable pricing outcomes
• Dealing with scope creep
• Strategies for improving fee recovery

Module 6: Successfully responding to tenders

• Pricing tactics designed to avoid competing on price
• Practical approaches to segmenting clients to improving pricing outcomes
• Pricing strategies for price-sensitive and price insensitive markets
• Dealing with procurement professionals, intermediaries and 3rd party influencers

7th October 2020

9am - 12pm

Module 7: Leading pricing practices within professional service firms

• The keys to improving a firm’s pricing performance
• Building your firm’s pricing capability
• Negotiating with major clients
• Pricing leadership and management
• Assessing your firm’s pricing performance

Module 8: Improving your firm’s pricing outcomes

• Contemporary pricing analysis tools
• Identifying and prioritising opportunities to improve your firm’s pricing outcomes
• Explore different change management models relevant to professional service firm pricing
• Case studies of how firm’s have transformed their pricing performance

Registration Fees:

Non-Member Rate  

  • Standard Rate:£1850   for 1st two attendees from any firm 
    • ‘Early Bird’ Discounted Rate:£1,650  available until 21st July 2020
  • Rate for subsequent firm attendees (i.e three onwards) £950   (no additional Early Bird reductions )


Discounted Member Rate                  

  • Member Rate:£1650   for 1st two attendees from any firm 
    • ‘Early Bird’ Discounted Rate:£1,450  available until 21st July 2020
  • Rate for subsequent firm attendees (i.e. three onwards) £850   (no additional Early Bird reductions )

A full pdf brochure and course material will be available for all delegates

To register for a place please email or telephone +44(0)7956 443745

Terms and Conditions of Booking:

Cancellation by you: Cancellation received in writing to the PSMG office or by email to more than 28 days before the 21st August 2020 will receive 50% refund of the registration fee. We regret that there are no delegate fee refunds for cancellations within 28 days of the Masterclass date or for non-attendance. Transfer to another delegate name is permitted.

Cancellation by us: It may be necessary for reasons beyond the control of PSMG LLP to change the content or timing of the programme, speakers, date or venue and all registered delegates will be notified in the event of a substantive change. In the unlikely event of cancellation of the Masterclass PSMG LLP will make full refund of any delegate fee paid but disclaim any further liability.

The registration fee must be paid in advance of the Masterclass date to guarantee your place. PSMG LLP reserves the right to refuse admission to delegates if payment is not received in full before the conference date.

Confirmation of any booking/agreement forms a binding contract and the parties thereto are subject to the jurisdiction of the English Courts and that English law applies.





Colin Jasper has consulted to professional services firms for over 20 years. During this time, he has had the opportunity to work with most of the leading law firms in the U.K., most of the leading firms in Asia, an increasing proportion of the AmLaw100, ‘Big 4’ accounting firms, engineering firms and leading consulting firms.

Colin has jointly established an independent management consultancy with Stuart Dodds (Positive Pricing, launched in February 2018) to provide pricing and legal project management strategy and implementation advice to the world's leading professional service firms.

He has been a keynote speaker at conferences in the UK, the US, China, Singapore, Malaysia and Australia. Colin’s Legal Pricing Masterclasses have been run since 2011. They have been delivered in Auckland, Boston, Chicago, Hong Kong, London, New York, San Francisco, Sydney and Washington D.C. Pricing Directors at many of the world’s leading law firms have attended these programs.

Colin was the Director of the Business-to-Business Pricing program at the Australian Graduate School of Management. He has been a guest lecturer at numerous universities and business schools. and conducts regular research amongst clients on their buying behaviour and attitudes to law firms.

Colin is the co-founder of the Legal Pricing Roundtable, a forum for those responsible for leading pricing within their firms. The roundtable meets twice yearly in New York.

Colin’s articles have been published in a range of journals and magazines including Professional Services Firms Journal, The Law Management Journal, and the Journal of the Professional Pricing Society. He authored the pricing chapter in the American Bar Association book, The Power of Legal Project Management (2014), several chapters in the recent ABA book Pricing in the Front Line (2017) and the pricing chapter of the Ark Group publication, Effective Practice Group Leadership (2017).

Colin’s contribution to the legal market has been recognized by having been elected as a Fellow of The College of Law Practice Management.



As one of the first and longest serving pricing and legal project management directors in the industry, and recognising the increased focus on these critical law firm capabilities, Stuart has jointly established an 
independent management consultancy with Colin Jasper (Positive Pricing, launched in February 2018) to provide pricing and legal project management strategy and implementation advice to the world's leading law firms.

Previously Stuart was Baker McKenzie's Director of Global Pricing and Legal Project Management, responsible for the development of Baker McKenzie’s global pricing and legal project management strategy, providing targeted pricing, negotiation and project management support to partners and client facing colleagues across their 77 offices worldwide. Prior to joining Baker McKenzie Stuart held a similar role at Linklaters, after working as a Management Consultant for 17 years in a variety of strategy, supply chain and procurement-facing roles across many industry sectors.

He is an accredited Certified Pricing Professional (CPP), Accredited Legal Pricing Professional (ALPP), sits on a number of industry-related advisory bodies, and is a Fellow of the College of Law Practice Management.


"I have attended a variety of training sessions for pricing professionals since 2008. None compares to the Pricing Masterclass. The content in extends well beyond the training that one typically receives in a one-day class. The practical approach to addressing some of the most challenging issues in professional services pricing is invaluable for any pricing professional. I highly recommend this class for any pricing professional, beginner or advanced"

Hushman Cott, Chief Strategic Pricing Officer, Covington & Burling LLP, Washington, DC

"The Masterclass perfectly addresses the unique cost and margin challenges faced by all professional service firms"
James Taylor, Head of Sales and Pursuits, Deloitte, Sydney

"The couple of days spent in the pricing masterclass had a very high ROI. The materials and takeaways were relatable and directly applicable, and the education was delivered in an efficient, organized, and focused manner".
Eddie Raychaudhuri, Chief Pricing Officer, Simpson, Thacher & Bartlett, New York


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