How to Price Automation Services: Models That Actually Work

Pricing automation services is tricky. Charge too little and you leave money on the table. Charge too much and clients won't see ROI. Here are pricing models that work.

Common Pricing Models

1. One-Time Project Fee

Best for: Specific, well-defined automation projects

Example: $5,000-$15,000 for a complete lead processing workflow

Pros: Simple, clear scope, predictable revenue

Cons: No recurring revenue, scope creep risk

2. Monthly Retainer

Best for: Ongoing automation development and maintenance

Example: $2,000-$5,000/month for unlimited workflows

Pros: Recurring revenue, client relationship

Cons: Scope can be unclear

3. Hourly Rate

Best for: Flexible, evolving projects

Example: $100-$200/hour

Pros: Flexible, fair for both parties

Cons: Unpredictable, can feel expensive

4. Value-Based Pricing

Best for: High-impact automations with clear ROI

Example: 10-20% of first-year value created

Pros: Aligned incentives, high margins

Cons: Harder to sell, requires ROI proof

Our Recommended Model: Hybrid Approach

Setup Fee + Monthly Retainer

Setup: $3,000-$10,000 one-time

• Covers initial workflow build
• Integration setup
• Training
• Documentation

Monthly: $1,500-$4,000/month

• Workflow monitoring
• Bug fixes
• Minor updates
• Support
• New workflow requests (within limits)

Pricing by Service Type

Lead Generation Automation

• Setup: $5,000-$10,000
• Monthly: $2,000-$4,000
• Value: 20-40 hours/week saved, $100K+ revenue impact

Document Processing

• Setup: $8,000-$15,000
• Monthly: $2,500-$5,000
• Value: 30-50 hours/week saved, accuracy improvement

Customer Support Automation

• Setup: $10,000-$20,000
• Monthly: $3,000-$6,000
• Value: 70%+ inquiries handled automatically, 24/7 support

Value-Based Pricing Framework

Calculate client value:

1. Hours saved per week × hourly rate × 52
2. Revenue impact (additional deals/upsells)
3. Error reduction value
4. Scalability benefits

Price at 15-25% of first-year value

Example:

• 40 hours/week saved × $50/hour × 52 = $104,000
• Additional revenue: $200,000
• Total value: $304,000
• Price: $45,000-$75,000

Packaging Strategies

Starter Package ($3K setup + $1.5K/month)

• 1-2 core workflows
• Basic integrations
• Email support
• Monthly review

Growth Package ($6K setup + $3K/month)

• 3-5 workflows
• Advanced integrations
• Priority support
• Weekly check-ins
• Custom features

Enterprise Package ($10K setup + $5K/month)

• Unlimited workflows
• Custom integrations
• 24/7 support
• Dedicated account manager
• SLA guarantees

Negotiation Tips

• Always lead with ROI, not features
• Offer payment plans for large projects
• Include "quick wins" to show immediate value
• Offer discounts for annual commitments
• Show case studies with similar clients

What Clients Actually Pay

Based on 50+ automation projects:

• Small agencies (1-10 employees): $2K-$5K/month
• Mid-size (10-50 employees): $5K-$10K/month
• Large (50+ employees): $10K-$20K/month

Remember: Price based on value delivered, not hours worked. Good automation delivers 10-20x ROI, so pricing should reflect that.