$10k Client vs $100k Client | What's the Difference?

Why It Matters

Framing fees around the client’s value and expected outcomes lets sellers capture a larger share of the upside and scale pricing beyond commodity monthly rates, but it requires credibility, selectivity, and measurable deliverables. Adopting value-based pricing can materially increase deal size and profitability for firms that can reliably deliver results.

Summary

A sales leader recounts reviewing old calls and contrasts $10,000 vs. $100,000 monthly contracts to illustrate value-based pricing. On a call he asked the client what a target metric was worth — $10 million — then back-calculated price by applying the agency’s success probability to that value, yielding six-figure fees rather than typical SMB rates. By reframing pricing around client value and success likelihood (e.g., expected-value math), they justified much higher contracts and closed larger deals. He cautions this approach isn’t suitable for every client but boosts revenue when applicable.

Original Description

The difference between a $10K/month deal and a $100K/month deal?

It’s not the deliverables.

It’s the value of hitting the client's goals.

So what's a fair fee for your services if you help your client make an extra $1m this year?