Pricing for Maximum Profit Margin & Conversion
Pricing is one of the most emotional and misunderstood parts of agency life. Most teams default to hourly or blended rates, under-valuing their work value and undermining their position as the expert, because they feel "safe" in doing it "how it's always been done." Meanwhile, clients are under pressure to justify spending and prove ROI, creating tension in negotiations that agencies often don't know how to navigate. Armed with a wider pricing toolkit, pricing signals expertise and confidence to clients. Agencies finally claim power in the commercial conversation.
About This Masterclass
This masterclass will show you how to shift pricing from being about you (your time and effort) to the client (deliverables and outcomes). By understanding how to build and land pricing in a progressive way, with value-based pricing principles at the centre, you'll learn how to present fees with confidence, defend your worth, and structure pricing that profit margins and gives the client more ways to say yes. From performance-based structures to pricing psychology, Stuart will teach you exactly how to navigate pricing conversations so you win more high margin deals.
By attending this masterclass, you will get 5% off on PAAN Summit 2026 tickets.
What You'll Learn
Why Attend?
Learn how to land higher-margin deals consistently
Reduce pushback on pricing and negotiate from a position of strength
Move away from rate-card dependency
Gain tools used by high-performing global agencies
Course Objectives
Skills and frameworks to win your higher margin deals whilst being seen as the expert choice
Build pricing based on outputs + outcomes, not inputs, to break free of low margin deals & having to track and report on time
Build a Pricing "stack" or menu of programs / products that is unique to you, allowing you to charge more
Increase average deal size and profitability
Who Should Attend?
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Number of Seats
Individual registration
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Primary Contact Information
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Your Instructor
Stuart Dunk
Founder & Managing Director, Don't Forget to Look
After starting his career agency-side, Stuart worked in Marketing Procurement for 14 years at global brands like Reckitt, Nike, and Danone. For the last 6 years, he has been taking that knowledge of how brands buy, with the mission of "Helping Agency Leaders Sleep Better at Night." He is one of the very few consultants who understands both sides of the table, agency and procurement, giving him unmatched insight into how agencies can differentiate, influence buyers, and win high-value deals. Stu runs workshops on various aspects of agency growth, provides pitch and proposal-writing support, and also runs bespoke programs on agency marketing, sales, positioning, and outreach for his clients. His work is designed to increase margin, conversion, and retention, and create more capability and confidence for both agency leaders and their teams.
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Session Details
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