Business development teams are law firms’ secret weapons in value-based pricing implementation. Shaun Jardine explains why.
When I first started helping law firms implement value-based pricing and created the 8 P Point Plan™, I quickly realised something crucial. Success doesn’t just depend on lawyers understanding pricing; it requires a whole-firm approach, with marketing and BD teams playing a pivotal role.
The marketing magic
Think about it. A law firm’s marketing team already knows how to tell compelling stories, create engaging materials and communicate value. They’re natural allies in the value-based pricing journey. Yet many firms overlook this valuable resource, treating value-based pricing implementation as purely a financial or operational challenge.
