The goal of value-based pricing is not to charge more—that’s merely a beneficial consequence. The goal of value-based pricing is to create an organization that is intently focused on creating extraordinary customer value.
Win Without Pitching®: Thinking
Blair offers seven mindsets that any seller of expertise needs to master so that they can behave like the expert in the sales cycle.
David and Blair take turns asking each other questions about what they each would do differently if they were going to start a new firm today based on what they know now.
It’s been common for a long time for agencies to kick off a new client engagement with a workshop of some form. Sometime in the last two years, however, clients started to suggest to agencies that instead of pitching for free they would pay them to workshop some ideas. It sounds good on the surface, but is it better than pitching?
As someone who is perhaps a little too fond of a grand statement, I’m tempted to borrow from Landau and shout that I have seen the marketing agency model of the future and its name is Communo. Like Landau, however, I have a bias. (Landau went on to become Springsteen’s manager shortly after writing those words.) I’m an advisor to Communo and have a financial interest in their success.
One of the clearest trends in professional firms today is the convergence of the disciplines of design, business consulting and software engineering on the same client business challenges. This Great Convergence is pitting firms of radically different types against each other in the battle to best serve the client, and it’s creating new types of
The value conversation is where value pricing theory goes to die. The difficulty in mastering this conversation is what causes most people to give up on value-based pricing completely and revert back to selling time and materials. It needn’t be so difficult, though.
You cannot fully understand a system from within the system. You cannot read the label from inside the jar. The thinking that got you here won’t get you there. It’s unlikely the problem will be solved from within the context it was created.
Win Without Pitching founder Blair Enns writes about his conspiracy theory that there is a self-interested complex when it comes to free pitching in the creative professions.
Are you continuously haunted by the question: where will I find the work, and the revenue, to keep everything and everyone going…
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