Colin Gunnell, CEO, Liquid Friday Q&A follow up from RECLive25

This is a guest blog by REC Business partner, Liquid Friday.

One of the most insightful breakout sessions at RECLive25 featured Colin Gunnell of LIquid Friday, who joined an expert panel to tackle the challenge of holding value in a price-driven market. 

One of the key takeaways from the discussion was Colin’s reminder that racing to the bottom on price rarely wins in the long run. Instead, he urged members to know their value, be confident in it, and take the time to understand what truly matters to their clients.

When you can align your proposition with your client’s goals, you’re far better equipped to define your fees and win business, without compromising on quality or cutting corners.  
 
As with all good sessions, time ran short and we weren’t able to get to everyone’s questions.  

Here, Colin shares his follow-up thoughts on two additional questions from the audience: 

Q. I’m interested in advice on holding your nerve on price as a founder of a new business. That negotiation feels very different as a founder instead of employee. 
A: It should feel different - because it is. As a founder, you’re not just selling a service, you’re building and protecting your brand’s identity and reputation. Holding your nerve starts with clarity: be absolutely certain about the value you provide and why your pricing reflects that. 

If someone pushes back, reframe the conversation around the results. What’s the outcome they’re looking for, and how does your solution help them achieve it? If needed, flex the scope of your offering, not the price. Strip out optional extras, but keep the core intact. Clients respect confidence and clarity, especially when it’s grounded in real value.  

Q: If you're dealing with a procurement person who only cares about price and doesn't want any help or advice, how do you "hold your nerve" when there's loads of other very similar agencies who will lower that price? 

A: First, dig a bit deeper. Are they really only buying on cost, or are they just conditioned to think that way? I always bring the conversation back to outcomes. Be confident in what you deliver, and back it up with proof points. If a cheaper agency doesn’t deliver, it often ends up costing the client more through poor service, delays or compliance risks. At Liquid Friday for instance we’ve invested in real value-adds like our Stride platform for a reason: to drive better results for our agency clients. When you can clearly articulate how your solution reduces risk, saves time or improves results, price becomes just one factor, not the only factor.  

Final thoughts… 

At a time when price pressure is high, the businesses that stand out are those that stand firm. That doesn’t mean being stubborn, but being crystal clear on the value they offer. 

Confidence comes from preparation, purpose and proof. If you can show your clients how you’re helping them achieve more, not just spend less, you’ll build stronger relationships and a reputation that truly holds its value.  

About Colin 

Colin Gunnell is CEO of Liquid Friday, a leading provider of workforce management and umbrella payroll solutions. With nearly two decades of industry experience, Liquid Friday is a longstanding REC Business Partner, supporting recruitment agencies with compliance, contractor engagement, and value-driven service delivery. 

Find out more at: www.liquidfriday.co.uk/recruiter 

Learn more about Liquid Friday