This week on the Agency Leadership Podcast, Chip and Gini discuss the drawbacks to pricing wars, and how you can extract fair value for your services as an agency. They go into the dangers of undervaluing what you provide solely to get new customers in the door, because not only will it hurt your bottom line, but it can have a negative impact on the industry as a whole.

They explain how pricing under costs sets a precedent you cannot meet in the future, and this will in turn give your clients the wrong expectation of how much it will take for you to complete a certain project. Other topics on the table include agencies who intentionally wish to undercut others and what percentage profit should you be taking.

Read the transcript.