Exploring the relationship between value and price in sales conversations with clients.

• Sellers set price, but buyers determine the value of the service or product.
• Sales become easier when professionals understand what their clients find valuable.
• Avoiding immediate price discussions allows for a deeper understanding of the client's needs and goals.

The speaker introduces himself at Adobe Max 2023 and sets the stage for the sales strategy discussion.

• The speaker expresses excitement for speaking at Adobe Max 2023 for the first time.
• The focus of the session is on pricing creative work and communicating intangible value.

Discussing the challenges creatives face when pricing their work and the emotional aspects of money.

• Creatives often struggle to put a value on intangible services like art and design.
• The conversation around money can be emotional and uncomfortable for creatives.
• Learning to discuss value and pricing is crucial to avoid being disadvantaged in negotiations.

The speaker emphasizes the importance of quantifying intangible aspects of creative work.

• Creatives need to convey the value of intangible elements like style, class, and brand to clients who think quantitatively.
• The goal is to provide clients with a framework to understand and measure the value of creative services.

Engaging with the audience to discuss client engagement and setting expectations.

• The speaker interacts with the audience to discuss their experiences with client negotiations.
• Emphasizes the need for creatives to articulate the value of their work to clients effectively.

A conversation with an audience member about different pricing models for independent business owners.

• The speaker encourages the audience to consider themselves as independent business owners rather than freelancers.
• Discusses two different pricing models used by one audience member for their freelance and agency work.

The speaker suggests a shift in terminology from 'freelancer' to 'independent business owner'.

• The term 'freelancer' is associated with selling time for money and working under someone else's rules.
• Adopting a business owner mindset can change the perception of one's work and worth.

The importance of focusing on core services and not overcomplicating the offerings.

• Focusing on a core service, like logo design, helps in crafting a clear message that others can easily remember and share.
• Creatives should avoid listing too many deliverables and instead hone in on what drives the most revenue.

Discussing the concept of having more opportunities than capacity and creating scarcity.

• Having more opportunities than the capacity to work on them increases a creative's confidence and bargaining power.
• Creating scarcity, either real or artificial, can work in favor of the business.

A discussion on how to talk to clients about the impact of creative work on their business.

• The speaker encourages asking clients about the impact they expect from the creative work.
• Understanding a client's goals and how they measure success is crucial before proposing solutions.

A role play with an audience member to demonstrate a sales conversation focused on value.

• The speaker conducts a role play with an audience member, simulating a client asking for a logo refresh.
• The conversation focuses on understanding why the client believes they need a new logo and how it will impact their business.