How to sell value - demystified : a practical guide for communications agencies

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...

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Bibliographic Details
Main Author Manners, Crispin (Author)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, 2023.
SeriesPRCA professional
Subjects
Public relations firms > Marketing.
Value added.
Selling.
Publicity.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781837971244
DOI10.1108/9781837971220
Physical Description1 online resource (144 pages).

Cover

Table of Contents:
  • 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.

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