Pricing Strategy: Applying the Principles of Multi-Tiered Fees to Create a 15% Margin Lift
About This Webinar
Pricing strategy remains an elusive skill for most agencies. It can take some planning to establish, may need to vary on a client-by-client basis, and can require some basic training for your teams. However, even when factoring this in, taking a more advanced approach in the design and presentation of your fees...
Pricing strategy remains an elusive skill for most agencies. It can take some planning to establish, may need to vary on a client-by-client basis, and can require some basic training for your teams. However, even when factoring this in, taking a more advanced approach in the design and presentation of your fees will have the most immediate and significant impact on your margins.
Step by step, we’ll outline a new methodology you can immediately apply to increase the fees your charge for each project. It begins by moving beyond the unprofitable reliance on cost-plus fees, commissions, retainers or hourly rates. It is time to set aside these dated approaches.
We’ll dive into the psychology of pricing design and how this directly applies to agencies. This will include a look at multi-tiered pricing options and how you can easily steer clients toward the most profitable option. Ultimately, the goal is to increase what you charge for the same work – while also capturing scope creep as an additional revenue opportunity
Training Materials
Following the session, you will be provided with 1 week of recording access.
Who Should Attend
This session is for team members involved in presenting proposals, estimates, scopes and fees to agency clients.
Instructors
Brent Hodgins
Mirren | Managing Director
Brent Hodgins is the Managing Director at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential and more. Each year, more than 900 agencies now participate in Mirren’s annual conference, training programs and webinars (www.mirren.com). Their team has now trained CEOs and their senior management teams in every major region around the world.
Brent is highly competitive as he rallies his agency clients to build the infrastructure necessary for consistent growth – applying methods that are far more innovative and efficient. He believes that growing an agency is not about throwing more money at it. Rather, it’s how you organize the resources you already have in place. He can also be heard encouraging agency teams to stop submissively bowing down to their clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. It’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve as a peer.”
His approach to converting organic growth and new business is down to a science – strategic and methodical – but often contrarian. Too many agencies are using the same old dated methods. And, often with no consistency whatsoever. If no one breaks from this sea of sameness, nothing will change.
Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy.
After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.
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