Description
In these two game-changing online workshops, Tim Williams of Ignition Consulting Group shows how your firm can transform its revenue model to achieve higher margins, more diversified revenue streams and higher trust levels in agency-client relationships.
Workshop 1: Getting Paid for Value Instead of Time
At a time when marketers are scrambling to lower costs, agencies are working hard to preserve or improve their margins. Many agencies are dissatisfied with hourly-based compensation systems because it puts their cost structure under a microscope. Clients are unhappy with the system because they often pay for hours without getting results. The truth is a time-based approach is wrong for both sides. By focusing on hours and costs instead of value and effectiveness, neither party achieves what it wants from the relationship.
In this thought-provoking workshop, we’ll show how agencies can begin to make the shift from activity-based costing to value-based pricing. Using examples from around the world, we’ll look at how the most forward-thinking firms apply as much creativity to pricing as they do to client business.
Date: 18th May, 2022
Time: 16:00GMT/ 5:00pm WAT/ 11:00am EST
(If unable to attend live, a recording of the event will be accessible for 30 days)
Workshop 2: Changing the Compensation Dialogue
Most clients have an unfair advantage when it comes to conversations about pricing. Not only do they control the budget, but many of them have been professionally trained in both the art of pricing and the art of negotiating. They are in effect professional buyers. Procurement professionals especially fit this description.
Agencies, on the other hand, are mostly trained in costing. We know how to count our costs (prepare an estimate), but that’s not the same skill as knowing how to set the optimal price for our work and getting the client to approve it. This workshop shows how agencies can make pricing a core competency by learning the principles of and practices of modern pricing, starting with using the language of value in place of the language of costs.
Date: 25th May, 2022
Time: 16:00GMT/ 5:00pm WAT/ 11:00am EST
(If unable to attend live, a recording of the event will be accessible for 30 days)
