How to Sell Value Demystified: A Practical Guide for Communications Agencies by

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The book demystifies how to charge according to the value delivered so agencies are more resilient, flexible and successful. It is a book that leaders will give to their people to use and reuse as a simple to follow guide.

FORMATPaperback CONDITIONBrand New Publisher Description

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 correctlyThe tools that bring a branded method to life and give the team ways to reinforce itExamples of premium priced services that break the time-based pricing modelHow to set a value-based priceThe 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.

Author Biography

Crispin Manners grew his business from 3 to 66 people. In the process led the company to be the fastest growing PR company in the UK, the #2 performer over a decade and one of the Top 5 PR firms to work for.

Table of Contents

Introduction: The business case for selling value not timeChapter 1. The eight deadly sins of time-based pricingChapter 2. The importance of identifying the value clients wantChapter 3. The importance of being 'Marmite not Vanilla'Chapter 4. Why it's important to explain HOW value is delivered in a way that is unique to your agencyChapter 5. How to create the tools that bring your branded method to life and give your team ways to reinforce itChapter 6. How to create premium priced services that break the time to price equationChapter 7. How to set a value-based priceChapter 8. The importance of access to client data that identifies and proves the value you deliverChapter 9. How your team can get the user buyer to embrace a value-based approachChapter 10. How to change the day-to-day behaviour of account teams to support the value-based pricing approachChapter 11. How to move existing clients from time to valueChapter 12. The checklists needed to make the transformation to selling value a success

Details ISBN1837971250 Author Crispin Manners Publisher Emerald Publishing Limited Year 2023 ISBN-13 9781837971251 Format Paperback Imprint Emerald Publishing Limited Subtitle A Practical Guide for Communications Agencies Place of Publication Bingley Country of Publication United Kingdom AU Release Date 2023-10-19 NZ Release Date 2023-10-19 ISBN-10 1837971250 Series PRCA Professional Publication Date 2023-10-19 UK Release Date 2023-10-19 Alternative 9781837971220 Audience Professional & Vocational DEWEY 659.20688 Pages 144 We've got this

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