“framing” has the ability to dramatically increase or decrease your perceived value to prospects.

A prospective client’s perception of your pricing, value, quality, reliability and skill can all be influenced, and in most cases radically changed.

The company that sent you a bid for $100K may have bid $80K if you’d shown up a month earlier. And the company that bid $250K may have bid $175K for a similarly complex job if you were a nonprofit rather than a luxury resort company. Estimates aren’t really a matter of whether you want to pay $50K or $100K, but whether you’re willing to pay that