This interactive session explores how lawyers can approach pricing as a strategic business development tool rather than an uncomfortable afterthought. Drawing on insights from general counsels globally, benchmarking from law firms, and lessons from consulting and other professional services industries, the session unpacks how value is perceived, positioned and translated into fees. Participants leave with a clear, step-based plan they can apply immediately, including how to navigate client conversations, alternative fee models and the growing influence of AI on pricing decisions.