With the rise of procurement professionals at client organisations, advisory firms need to be better equipped to deal with challenges on price and value. Their ability to take control can be enhanced by clear articulation (with pros and cons) of pricing options early in the process and can often lead to better outcomes for both sides.

Richard Burcher, widely regarded as a leading expert in professional firm pricing (and speaker at this year's PM Forum Conference - Tomorrow's World ) explains the advantages to the approach, amongst others the 'deal effect' which can encourage your prospect to pick a premium product.