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. 

Using examples from around the world, this in-depth learning experience shows how agencies can capture more value and bring better alignment to client relationships by applying as much creativity to pricing as they do to client business, including such concepts as: 

• The many other progressive pricing strategies used by today's businesses and how they can easily apply to professional services like agencies 
• Why the "billable hour" is not a "unit of value" (only a unit of cost) and how to effectively sell the value you create in other more effective forms 
• How change to dialogue away from transparency of agency costs to what really matters: the value being created for the marketer 

Dramatically Different Pricing Practices 

Based on real-life examples from agencies around the world, this practical workshop is designed to bolster your team's competencies as professional sellers, better equipped to deal with the professional buyers on the other side of the table, including: 

• Methods for charging for the value of outputs vs. the cost of inputs 
• Why all price setting should start with an estimation of value, not cost  
• The power of pricing options 
• Why you should charge different prices for different clients at different times 
• The importance of separating the value of ideation and execution 
• The power of pricing options 
• The key factors to consider when setting a fixed price As part of this workshop, Ignition will provide a comprehensive workbook as well as access to the onscreen content presented during the workshop

A comprehensive workbook and all of the onscreen content will be provided as part of the training. 

Tim Williams roams the globe in search of better ways for agencies and other professional services firms to create and capture value.  As a career agency professional and founder of Ignition Consulting Group, Tim works with firms around the world in the areas of pricing, positioning, and business strategy.  In the process, he has written two books, authored articles for publications like Campaign, Campaign Asia, Admap, Advertising Age, Adweek and Communication Arts, and has been interviewed by organizations like The New York Times, The Wall Street Journal, The Economist, The Guardian, National Public Radio, Toronto Globe & Mail, Bloomberg News, and Japan’s Nikkei New.   Tim’s seminars and keynote presentations have taken him literally around the world, including North and South America, Europe, Asia, India, and Australia.  In between plane trips, Tim serves as one of LinkedIn's global "Influencers," writes the popular blog "Propulsion", and shares what he has learned on Slideshare, where Ignition's content is ranked in the top 1% worldwide. 

Please note member's prices refer to members of IAPI only and all bookings are non-refundable.