How Consultants Go from £10k Projects to £100k Engagements with Mark Peacock

Host: Craig Herd
Guest: Mark Peacock

In this episode of the Consultancy Growth Podcast, I’m joined by Mark Peacock. We dig into one of the most overlooked levers in consultancy growth: pricing strategy.

We unpack the common traps consultancies fall into, from undercharging to defaulting to hourly rates, and explore how shifting to a value-based pricing model can change the game. Mark shares why pricing confidence is key, how to better communicate value, and what it takes to move beyond legacy pricing mindsets. We also get into the nitty-gritty of tiered pricing, price anchoring, and the connection between your front-end and back-end offers, plus what to do if you’re ready to start reviewing (and raising) your prices today.

If pricing has ever felt like a guessing game or a subject you’ve avoided, this episode is for you.

00:00 - Introduction
03:12 - Why Pricing Confidence Is the First Step to Charging More

05:55 - Breaking Free from the Classic Consultancy Pricing Trap

8:53 - Rethinking Value: A Fresh Take on Value-Based Pricing

12:07 - How to Build a Customer Value Model That Actually Works

14:51 - The Link Between Positioning and Pricing (and Why It Matters)

18:11 - Tiered Pricing: Giving Clients Options Without Underselling Yourself

21:04 - Price Anchoring: How to Set the Stage for Better Deals

24:02 - Front-End vs. Back-End: Structuring Your Offers for Profit

26:53 - Pricing Is Both Art and Science and Here’s How to Balance It

29:53 - Not Sure Where to Start? How to Begin Your Pricing Review

32:57 - Busting the Biggest Myths About Consultancy Pricing