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WAYS TO WORK TOGETHER

Every engagement is fixed price

START HERE · 1 HOUR£295

Pricing and Positioning Session

One hour on your pricing and positioning, with written notes and clear actions afterwards.

✓ Value guarantee: if you don’t feel it was worth it, you get a full refund. There’s no risk in booking.

STEP 1 · DIAGNOSEFrom £1,500

Pricing Health Check

Review your pricing, margins and client mix, with a plan and templates for your next price increase.

STEP 1 · DIAGNOSEFrom £3,500

Value Transformation Assessment

A diagnostic across ten areas of your business, with what it is costing you and a roadmap.

STEP 2 · FIX ONE AREAFrom £2,950

Prospect to Client Conversion

Discovery questions, a value calculator and a proposal format that leads with outcomes.

STEP 3 · IMPLEMENTFrom £15,000

Value Transformation Programme

Three months of hands-on implementation: pricing tools, proposals, positioning and client communications.

THE VALUE GUARANTEE

If you don’t feel you got value, you don’t pay in full.

Included in every engagement. Each service page sets out how it works for that service.

Book a discovery call

Not sure yet? Take a free scorecard →

FREE SCORECARDS

Are you competing on price or value?

Any service business · 12 questions, 3 minutes

MSP Pricing Scorecard

MSP and IT service owners · 14 questions, 3 minutes

AI Scorecard

Any business owner · 8 questions, 2 minutes

FREE CALCULATORS

Price Rise Calculator

What inflation has cost you since your last price rise · 2 minutes

MSP Valuation Calculator

A likely valuation range for your MSP · 2 minutes

No email needed, and nothing you enter is stored.

GUIDES

Value-Based Pricing Guide

How value-based pricing works for service businesses

Customer Journey Mapping

Find and fix the problems that matter before investing in solutions

All articles

Pricing, proposals and positioning, published weekly

Not sure where to start? MSP owners, start with the MSP Pricing Scorecard. Everyone else, start with Price or Value.

See all free tools →

Engaging Presentations on Pricing and the Psychology Behind it

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Audience Feedback

Headshot of Victoria_Chapman from TLC Ads

Victoria Chapman
TLC Ads
Lead Generation

Knowing what to charge and how to manage pricing increases isn’t always easy, but Justin gave us some brilliant insights into the importance of not only pricing right from the start but also why failing to raise your prices annually is actually a huge red flag.

Tamaryn Storey headshot picture

Tamaryn Storey
Impulsus
Consultant

One standout session was with Justin Neale from The Value Alchemists, who delivered a powerful reminder: stop selling services and features, focus on solving real problems for your clients. His session highlighted the importance of identifying your ideal client and positioning your business as the solution. (The Psychology of Price)

Headshot picture of Joanne Dewberry

Joanne Dewberry
Author and Freelance Writer

His session was a real eye opener on how understanding customer psychology can dramatically increase your pricing power!! Crazy examples of how wording, branding, and sales tactics can demand a premium price! Lots to think about!!!

Hear Justin in action

Podcast Appearances

The quickest way to know whether Justin is right for your event is to hear him speak. These recent conversations cover the same ground as his talks.

MSP Marketing Podcast

Episode 316: Why your MSP doesn’t charge higher prices

With Paul Green, MSP Marketing Edge · December 2025

One of the most listened-to podcasts in the MSP channel. Justin and Paul dig into why technically excellent MSPs end up competing on cost, and what demonstrating value actually looks like.

Listen to the episode

Short clips: one · two · three

IT Experts Podcast Second appearance

EP261: How to Charge More Without Losing Clients

With Ian Luckett, The MSP Growth Hub · December 2025

A practical conversation on raising prices with existing clients, why the fear of churn is usually bigger than the churn itself, and how to communicate an increase properly.

Listen to the episode

Take Charge · The Business Fabrik Podcast

From Competing on Cost to Selling Outcomes

With Claudia Thompson · September 2025

Why service businesses that sell deliverables get commoditised, and how selling outcomes changes the conversation with clients.

Listen on Spotify

IT Experts Podcast

EP188: The Importance of Customer Experience

With Ian Luckett, The MSP Growth Hub · June 2024

Justin’s first appearance on the show, covering customer journey mapping and why customer experience gives MSPs pricing power. He was invited back for EP261 the following year.

Listen to the episode

Run a podcast for service business owners? Use the enquiry form below to invite Justin on.

Signature Presentations

How to safely adopt AI and drive real business benefit from it

Practical presentation covering how businesses can find the problems worth solving in their business and where AI is a good fit

Perfect for: Business leaders, conferences, networking events

The Psychology of Price
How problem solvers can name their price

Keynote Presentation
Engaging industry examples to challenge how people think about pricing

Perfect for: Business conferences, networking events, trade associations

Stop Competing on Price
Start Competing on Value

Practical transformation framework to shift from selling features to selling outcomes

Perfect for: Service provider conferences, sales teams

From Cost-Plus to Value-Based
Service Business Pricing Transformation

How to manage a complete pricing strategy overhaul

Perfect for: Industry specific conferences such as MSP’s Marketing Agencies, Consultants

Confident Pricing Communications
Increasing Prices Without Scaring Off Your Customers

How to Present Price Increases and Handle Objections

Perfect for: Management teams, business owner events

Gallery

Justin Neale presenting the Psychology of Price on stage
View from the back of a large audience with Justin Neale presenting on stage showcasing how Nurofen offered essentially the same product but at very different price points
Close up of Justin Neale presenting on stage at an event with a large screen behind him
Justin Neale in front of a microphone recording a podcast about value pricing and customer experience
Justin Neale on stage presenting the story of Liquid Death and how the brand became into being
Justin Presenting value pricing and customer experience to a group of business owners at the Old Bond Store in Southampton
Justin Neale presenting to a group of business owners at Lime Wood Hotel in the New Forest
Justin Neale presenting Customer Journey Mapping to a group of sales and delivery managers at a large global logistics company
Justin Neale delivering an online workshop to a group of solo entrepreneurs
Justin Neale presenting the Psychology of Price on stage
View from the back of a large audience with Justin Neale presenting on stage showcasing how Nurofen offered essentially the same product but at very different price points
Close up of Justin Neale presenting on stage at an event with a large screen behind him
Justin Neale in front of a microphone recording a podcast about value pricing and customer experience
Justin Neale on stage presenting the story of Liquid Death and how the brand became into being
Justin Presenting value pricing and customer experience to a group of business owners at the Old Bond Store in Southampton
Justin Neale presenting to a group of business owners at Lime Wood Hotel in the New Forest
Justin Neale presenting Customer Journey Mapping to a group of sales and delivery managers at a large global logistics company
Justin Neale delivering an online workshop to a group of solo entrepreneurs

What to Expect?

Practical, not theoretical with real industry and client transformations
Engaging storytelling with memorable examples
Content that is tailored to the audience and event
Interactive Q&A sessions that address real challenges in the room

Presentation Formats

Keynote Presentation

Panel Discussions

Interactive Workshops

Online Presentations & Workshops

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