The agency market-place is full of agencies who look the same and this gives negotiating power to the brands and puts pressure on your conversion, prices and margin.
We’ll help you understand and implement how to differentiate your agency and stand out from the crowd, sharing battle-proven strategies and thinking that will make a measurable impact to your growth.
Differentiated agencies stand out from the crowd because they have a value proposition that entices, by speaking to their USP and the results of their work. They have something different to say from everyone else.
They sell consultatively, are treated like experts and partners. They establish fit early. They think about their pricing through the lens of value generated for the client, not their own costs (which produce rates cards that will be attacked).
In this series of 4 videos, Don’t Forget to Look have adapted content and key learnings from their face-to-face, day-long workshops, on:
- Value-Based Selling
- Pricing
- Navigating and Working Effectively with Marketing Procurement
- Negotiation and Influence
In these 25 – 35 minute-long videos, marketing agency leaders and their teams will increase their capability and confidence in having better commercial conversations and outcomes with prospects and existing clients alike
We’ll show you how to get better at selling to brand prospects and existing clients alike.
We hope you enjoy them!
Stu
P.S. make sure to watch ‘Value-Based Selling’ before Pricing. Setting and negotiating your prices comes after you’ve done your value-based selling!
Value-Based Selling
Watch the trailer:
No matter what type of sales process you’re facing – from a personal intro, from networking, direct outreach to a decision-maker, or a formal pitch, how you sell makes the brand feel a certain way about you.
We’ll hone to sell with relevance, poise, and confidence, so that we are positioned as consultative and strategic.
Value-based selling is a mindset change that leads us to better being able to establish fit and client needs early in the sales engagement, helping us focus on identifying and solving client needs.
- Putting client satisfaction and quantitative results at the centre of how we engage and generate the belief that we have client value front and centre.
- Using segmentation, targeting and positioning to find and appeal to our different types of ICPs (ideal client profiles).
- Inspiration from outside of marketing: 2 professions that are treated how we want to be – as experts – and how they achieve it.
- An intro to crafting your positioning so that it stands out from the crowd, and doesn’t appear generic.
- Examples of value-based questions and statements that you can use and adapt to influence the client.
Workshop length – 32 minutes
Price – $125
Pricing
Watch the trailer:
Why rate cards are killing both your profit potential, and your ability to stand out.
- Benefits of value based and performance-based pricing, and how to evolve your commercial competence as an agency.
- How to build and negotiate prices based on deliverables and outcomes in a way that makes the client say “hell yes.” Examples of different pricing models, how to build them and land them
- The huge benefits of re-imagining our services into high margin programs and products: competitive advantage
- What the best agencies are doing to become pricing gurus
- How to ask for the budget.
- Dangers of discounting / when is it OK to discount?
Workshop length – 29 minutes
Price – $125
Navigating and Working Effectively with Marketing Procurement
Watch the trailer:
Understanding how procurement are trained, incentivised, prepare and negotiate, so that you can more effectively influence the dialogue and process.
- How to spot and deal with tough or inexperienced procurement teams v’s more experienced or collaborative ones.
- Comparing how to flex our language to procurement v’s marketing
- How procurement decide who to negotiate hard with, and who to be more collaborative with. (Differentiation / perception is key)
- 4 buyer archetypes and how to deal with them
- How to talk savings and value, and turn procurement into an ally
- An introduction to impactful outreach, and how to find and use the language of the brand to influence them
Workshop length – 37 minutes
Price – $125
Negotiation and Influence
Watch the trailer:
“You don’t get what you deserve. You get what you can negotiate.”
- What factors increase or decrease our negotiation power, and how to elevate your power.
- Curated negotiation and influence books and resources that we can borrow and adapt key learnings from, including a deep-dive on Dr. Cialdini’s ‘6 Shortcuts to Influence & Persuasion’
- How procurement are taught to prepare and execute negotiations, and how to turn that to our advantage.
- Top tips for dealing with tough negotiators.
- Common hard-ball negotiation tactics used by procurement and how to defuse them.
- Objection handling techniques and power-statements we can use to influence key commercial discussions on price, payment terms, ownership of IP, and being forced to fill in rate cards and track time.
Workshop length – 26 minutes
Price – $125