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How clients buy services
The key question for this chapter is: ‘What are the criteria that clients use when choosing a service firm for a project or for a panel appointment?’ Once you have a clear understanding of the decision-making process, you will have a better approach towards pricing your services.
My thinking in this area has been shaped by a research project in 2006 which built upon models that I developed when completing my MBA dissertation. By undertaking this research I had hoped to improve my firm’s win rate on proposals for work. The better I understood the way that clients made ...
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