#12 - Pricing Power: How to Set, Defend and Improve Your Pricing Strategy - Jon Brooks
Most recruitment leaders know their service is worth more than their fees, yet so many still reach for discounting at the first sign of resistance. In this episode, we sit down with Jon Brooks, one of the industry’s leading pricing strategists, to explore why recruitment businesses undervalue themselves and how to fix it for good.
Jon shares the real moments that shaped his approach. Watching teams work hard to build a strong brand, then crumble in a pricing conversation. Seeing profit evaporate because consultants lacked confidence. The turning point when one simple shift transformed a commercial outcome and changed an entire team’s mindset.
Together we dig into what clients value, how to position your service so buyers can see the difference, and why pricing is never just a number.
It is a story, a signal and a commitment to the quality you stand for.
Expect clear thinking, practical tools and grounded guidance on:
* Why so many agencies underprice without realising it
* How to uncover what buyers truly value
* The role of confidence in every pricing conversation
* Packaging and positioning in a way clients understand
* How to protect margin without damaging relationships
* The link between pricing discipline and brand perception
* How consistency inside a sales team changes outcomes
* Why profit grows when your people believe in the value they deliver
