Still, you need to be careful about compromising too much on fee rates. Much better to give away a 'free' diagnostic and charge your normal fee rates than to discount your fees by (eg, 25%) to win the initial work -- it sets precedent and may come back to bite you when you price future work.If you can demonstrate the value of your work, your fees become immaterial. If you're fighting over £100 a day, you're not demonstrating the value that your unique proposition brings. Tough, in IT consulting, not to appear a body-shop, but if you can focus on the extra value that your organisation can bring (quality? clear understanding of business requirements? track record of delivery?) over and above the competition, you can command a premium for your services.