How to Sell Value – Demystified
A Practical Guide for Communications Agencies
- 124 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
The latest research from the Public Relations and Communications Association (PRCA) demonstrates that 83% of agencies do not sell by value. This represents a significant threat to their future, especially during recessionary times, as it means there is unlikely to be the proof needed to sustain the budgets that clients currently allocate for their services. If agencies don't start proving the business value of what they do, the consequences are likely to be a significant loss of income, with a dire impact on the future potential of the agency.
In How to Sell Value – Demystified: A Practical Guide for Communications Agencies, acclaimed PR guru Crispin Manners explains how agencies can move quickly to a value-based, rather than time-based, agency model. The author addresses key issues such as:
- The power of a branded methodology that builds trust and confidence and sets client expectations correctly
- The tools that bring a branded method to life and give the team ways to reinforce it
- Examples of premium priced services that break the time-based pricing model
- How to set a value-based price
- The importance of client data in proving value and driving effective evaluation.
This practical guide clearly outlines a route to a more profitable and fulfilling agency, one where everyone involved gets a true sense of achievement because of the value they know they deliver to their clients.
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Information
Table of contents
- Cover
- Series Editor
- Title
- Copyright
- Dedication
- Contents
- List of Figures
- List of Abbreviations And Acronyms
- Acknowledgements
- Introduction – The Business Case for Selling Value, Not Time
- 1. The Eight Deadly Sins of Time-Based Pricing
- 2. The Importance of Identifying the Value Clients Want
- 3. The Importance of Being ‘Marmite Not Vanilla’
- 4. Why It’s Important to Explain HOW Value Is Delivered in a Way That Is Unique to Your Agency
- 5. How to Create the Tools That Bring Your Branded Method to Life and Give Your Team Ways to Reinforce It
- 6. How to Create Premium Priced Services That Break the Time to Price Equation
- 7. How to Set a Value-Based Price
- 8. The Importance of Access to Client Data That Identifies and Proves the Value You Deliver
- 9. How Your Team Can Get the User Buyer to Embrace a Value Based Approach
- 10. How to Change the Day-To-Day Behaviour of Account Teams to Support the Value-Based Pricing Approach
- 11. How to Move Existing Clients From Time to Value
- 12. The Checklists Needed to Make the Transformation to Selling Value a Success
- Reference List
- Index