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How to Sell Value – Demystified - Crispin Manners

How to Sell Value – Demystified

A Practical Guide for Communications Agencies

(Autor)

Buch | Softcover
144 Seiten
2023
Emerald Publishing Limited (Verlag)
978-1-83797-125-1 (ISBN)
CHF 34,90 inkl. MwSt
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.
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.

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.

Introduction: The business case for selling value not time

Chapter 1. The eight deadly sins of time-based pricing

Chapter 2. The importance of identifying the value clients want

Chapter 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 agency

Chapter 5. How to create the tools that bring your branded method to life and give your team ways to reinforce it

Chapter 6. How to create premium priced services that break the time to price equation

Chapter 7. How to set a value-based price

Chapter 8. The importance of access to client data that identifies and proves the value you deliver

Chapter 9. How your team can get the user buyer to embrace a value-based approach

Chapter 10. How to change the day-to-day behaviour of account teams to support the value-based pricing approach

Chapter 11. How to move existing clients from time to value

Chapter 12. The checklists needed to make the transformation to selling value a success

Erscheinungsdatum
Reihe/Serie PRCA Professional
Verlagsort Bingley
Sprache englisch
Maße 152 x 229 mm
Gewicht 223 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Allgemeines / Lexika
Wirtschaft Betriebswirtschaft / Management Unternehmensführung / Management
ISBN-10 1-83797-125-0 / 1837971250
ISBN-13 978-1-83797-125-1 / 9781837971251
Zustand Neuware
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