You’re in discussions with a prospective client that seems very interested in working with your consulting firm.

The initial project’s scope is quite modest, but you sense that a small engagement could lead to a long, profitable relationship.

How should you price the project?

Many consulting firms are quick to offer a low fee on an initial project, particularly if competition is sniffing around.

I call that the Shopify strategy since Shopify (like many ecommerce platforms) offers a $1/month trial with the hope that you’ll stay with them when the regular fees kick in.

Consulting firms that employ the Shopify strategy point to their long-term, profitable clients as proof the gambit pays off.

Too few consulting firms consider the opposite approach: pricing the initial engagement at a super-premium.

I call this approach the Ferrari strategy, because the cost to experience a Ferrari SF90 Spider via a one-day rental is roughly ten times the daily cost of leasing that car.

Pros and Cons of the Shopify Strategy

Shopify firms are correct: their strategy will win more consulting clients.

That’s the Shopify strategy’s huge advantage.

However, the strategy also carries drawbacks:

• Many of those consulting clients won’t sign on for repeat business. They’re transactional buyers.
• If you don’t explicitly explain up front that the first project’s fees were discounted, then consulting clients will balk at the higher prices for follow-on work.
• Ironically, if you do explain that you’re lowering fees on the initial project in hopes of proving your value and winning full-fee follow-on work down the road, you risk setting a counter-intention: the client doesn’t want to appreciate your work too much, lest he feel obligated in some way to buy more at a high price.
• Clients sense that you’ll drop fees under pressure—especially if your first win was openly competitive.
• Discounting first projects becomes habitual—you offer a discount to all new consulting prospects, even if the long-term opportunities are not evident.

Pros and Cons of the Ferrari Strategy

Many prospects won’t even consider a consulting firm with Ferrari pricing.

That’s the strategy’s clear disadvantage.

However, the Ferrari strategy delivers attractive benefits:

• Prospects associate high fees with high quality, and you may win more projects than you’d expect.
• Due to the high investment, your clients are as committed to your project’s success as you are. As a result, your projects are more likely to succeed and your clients are likely to be happier.
• The repeat rate is extremely high. The high initial fee clarifies which prospects are focused on long-term investments and relationships.
• When your fees for follow-on work drop to a lower premium level (Porsche pricing?), clients are pleasantly surprised.
• There’s rarely a strong push to lower your fees on future projects—you’ve already established that you’re premium priced.

There’s one other drawback: the Ferrari strategy can be scary.

Particularly if you’re feeling nervous about your consulting firm’s revenue performance.

Every time you submit a proposal to a new prospect, you know the high fees may chase them away.

On the other hand, you know that the clients who dive in with you are serious and that you’re commencing a powerful, long-term relationship.

You can try the Ferrari strategy at your firm if you have:

• A strong offering that naturally leads to follow-on consulting projects.
• An outstanding reputation.
• The ability to deliver value, even when fees are super-premium.
• A steady stream of consulting opportunities.
• The courage to turn away prospects.

The Ferrari strategy isn’t for every consulting firm.

The type of consulting you do, your reputation in the market (or lack thereof), your repeat rates, and the cost of onboarding new clients may all point to the Shopify strategy being the better choice for your consulting firm. For now.

If you’ve been habitually following the Shopify strategy, give the Ferrari approach a serious look.

Have you ever discounted a first project or tried a super-premium first offering?

Please share your experience below.

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Text and images are © 2026 David A. Fields, all rights reserved.