* Paul explains how he had a big failure with one of the biggest brands in the world and then the blessings that came afterwards. * We talk about the obstacles in your mindset when determining your pricing. * He explains what you may think your clients are buying, but they're not, and what they are really buying. * Paul provides amazing detail explaining what he calls the 5 pricing arrangements.  * He also explains three types of retainers and why one of those three are the best to ensure a win for your client and for you. * Last, we get into a very simple proposal format that creates an opportunity to negotiate without reducing your price.