Price on Page 1? Yes Indeed.

Snip from an actual Axis proposal.

I share price on page 1 of my proposals.

Yep. Page 1.

I even call attention to it in the "At-a-Glance" section that I want readers to skim before they dive into the content. (See above.)

I never, ever, ever bury the price. I do the opposite. Why?

1️⃣ I respect my readers. If the price isn't acceptable, let's get that out of the way up front and let everyone move on.

Would you listen to a car dealer detail features without already knowing the asking price? Or tour a home with a real estate agent? Of course not. What a waste of everyone's time.

2️⃣ What's the first thing you do when you receive a proposal? I look for price. If it's on page 7, that's where I start reading. 

Price is not my most important criteria when hiring service providers; rather, it's a threshold consideration for how I will understand a proposal. 

✅ Is this in my budget? 

✅ Do the services align with the price? 

✅ How does this compare to other proposals? 

Those are efficient reference points for me. The harder it is to find the price, the more distracted and impatient I feel. 

💡 I don't want readers to be distracted or impatient when they read my recommendations. So I anticipate this question, address it directly, and then describe the suggested service(s).

I don't suggest you go deep on price from the get-go. But addressing it at a high level and directing clients to the nitty gritty shows respect, earns trust, and projects confidence.

Try it and see how that works to differentiate your lawyers and firm.