When pricing guru Mark Wickersham FCA meets generative AI, you get a workflow that turns half-day head-scratching into a coffee-length conversation with ChatGPT.
In his Growth Club session “ChatGPT as Your Pricing Coach: How to Package, Position & Communicate Your Value” Mark showed live how three prompt templates can brainstorm extra value, craft benefit-rich copy, and build Bronze, Silver and Gold menus in under six minutes.
Below is a tidy recap you can keep, share with the team, or pin beside your own prompt library.
Why value pricing just got urgent
• Compliance and basic bookkeeping will soon be AI-driven commodities.• Time-based fees collapse when “time” approaches zero.• Firms that price on outcomes, and communicate those outcomes clearly, will thrive.
Mark’s three pillars and where AI slots in
Pillar 1: Create more valueGoal: Differentiate and add features clients genuinely wantChatGPT’s role: Rapid idea generator using a Product Manager persona
Pillar 2: Offer choiceGoal: Present three clear tiers so clients self-selectChatGPT’s role: Package builder using a Pricing Consultant persona
Pillar 3: Communicate valueGoal: Turn features into benefits and remove jargonChatGPT’s role: Copywriter using a Product Marketer persona
The prompt templates that do the work
• Product Value-AdderAsk ChatGPT, acting as a Product Manager, to brainstorm ten new add-ons for any service.Outcome: Year-end payroll reviews, real-time previews, tailored compliance alerts.
• Value CommunicationFeed your feature list into ChatGPT, acting as a Product Marketer, and request benefit-led copy.Outcome: “Employees see payslips 24/7, cutting HR queries by 65 per cent.”
• Package Builder (Expert)Give ChatGPT your full feature set and ask it to allocate them into Bronze, Silver and Gold tiers, complete with buyer avatars.Outcome: Three menus tailored to start-ups, growing SMEs and established employers.
Speed check
Mark copied each template from his Notion library, tweaked three variables at the bottom, hit Enter, and finished each step in about 90 seconds.
Building your own prompt library
• Store proven prompts in Notion, Trello, or Mark’s “Prompt Library” tool.• Keep variables such as service name, USP, and feature list at the end for fast reuse.• Encourage the whole firm to refine and add prompts so iterative improvement becomes a moat.
Quick wins to try this week
Brainstorm service upgradesTime now: 45 minutesTime with a prompt: 2 minutes
Rewrite a pricing pageTime now: 1 hourTime with a prompt: 3 minutes
Draft a Bronze, Silver, Gold menuTime now: 2 hoursTime with a prompt: 5 minutes
Key takeaways
• LLMs slash setup time, so use the hours freed to deepen advisory work.• Role-play matters. Asking the model to act as a pricing consultant produces sharper output.• Variables last. Put changeable inputs at the end of your prompt for one-line edits.• AI will not kill jobs, but it will kill billable hours, so pivot from labour to insight.• Continuous prompt tuning builds a sustainable competitive edge.
Next steps
• Copy Mark’s Product Value-Adder template and run it on payroll, bookkeeping, or another core service.• Paste the output into the Value Communication prompt to rebuild your service page.• Feed both lists into the Package Builder and test the three-tier menu on your next prospect.• Start a firm-wide prompt library and log every winner while retiring every dud.• Audit hourly-priced work and schedule a shift to value pricing before AI compresses margins further.
