James Dalman is a designer who sells on value. He also leads HappyJoe.org, a non-profit to help veterans get jobs in the technical workplace after returning from service.

What is the most important thing you can share about pricing?

* Pricing is about selling the value.

* Value is not determined by what the salesperson believes; it is what the customer perceives it is.

* To sell value, a good salesperson uncovers the benefits the customer is looking for and the emotions behind it – and reiterates it to the customer.

* Uncover the tangible vs. intangible value (real vs. perceived).

* A brand is how you want to be perceived by your customers.

* A great brand will allow you to charge a premium price for a mediocre product.

Why is it so hard for freelancers to price on value?

* They don't believe in themselves.

* Once the confidence is there, your customers will believe the value is there.

* Designer vs. developer: A designer doesn't necessarily code. A developer doesn't necessarily design. It is rare to find both in the same person, but there is value in both.

* The designer/developer needs to know their strengths and identify themselves accordingly.

* “Tell me your story” is James' favorite question to begin the value discussion.

* Duct Tape Selling by John Jantsch has 12 questions to start the value conversation.

What is your opinion of pricing in the WordPress space?

* They price like they are living in their parent's basement without a care in the world.

* Increase prices, lose problem customers, and make more money.

About James Dalman

* Leads HappyJoe.org

* WordPress designer/consultant

* Customers include BMW, Michael Hyatt and Nike Golf

* JamesDalman.com

* Twitter: @jamesdalman