In the past I’ve talked about new employees, managing resources and even what makes a great marketer in 2017. All that is great if you have a growing brand and business coming in the door. However, if you aren’t growing then that means you need to focus on selling. Most agencies sell hours and do that by taking their total number of employees and multiple it by 40 hours/week. If you have 1o employee then you have 400 hours worth of work to do each week. The problem with this is if you want to grow then you need more people. The more people you have the more complex problems get.
What If There Was Another Way?
I talked about pricing your agency services at the start of the year. This is an add on to that. Knowing what to charge is one thing, getting to the point in a conversation where you can talk about pricing is another. Take Some Risk doesn’t compete on price nor do we think anyone in the agency world should. Like $0.99 apps, it’s a race to the bottom for everyone. Selling your experience comes down to two points:
Understanding where the client wants to be in 12 months is important. You want them jazzed about the opportunities that working with your agency will bring. Tying back that future to either more revenue and or more customer is the only two options we like to go with. Tangible numbers are goals either you hit or you don’t. Plus understanding where the client thinks they need to be in a year can help you set realistic goals with them.
If you know where the client wants to go then you can understand where your skills fit in. How does your past experience, and industry knowledge help the client reach that goal in 12 months. Shaping your answer around that goal that the client has agreed is important and will set you apart from the herd. Resetting how you compete and that you only compete on experience and knowledge means you don’t compete on price.
This is an over simplified way to sell your experience and knowledge. However, it’s part of the process I go through before any client call. This is beyond the usually research into their brand, industry and competitors. That way I can go back to the client with a handful of questions to get their point of view on each point.