Pricing Strategy: Applying the Principles of Multi-Tiered Fees to Create a 10% lift in Margin
1:00 - 2:30pm ET
In this interactive session, you’ll work through a series of methods that can be applied to immediately begin increasing your client fees – and margins. Aside from the innovation of your services and capabilities, most agencies miss out on a tremendous opportunity to increase their fees based on the services they currently provide. In fact, most agencies are leaving thousands upon thousands of dollars on the table.
Bring some of your recent estimates and proposals and begin redesigning them to more effectively package and position the business value you create. You will also learn how to apply a new system that provides the client with several fee/package options. However, these are carefully crafted to preempt client negotiations and steer them to the higher priced options.
Following the webinar, you will provided with digital access to print the session materials.
Brent is the Managing Director at Mirren. He has trained CEOs and their senior management teams in every major region around the world.
His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, as the process is purposely designed by clients to commoditize agencies, he believes you have no choice but to break many of the rules in new business. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, 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. And this starts by becoming a business partner to your client.”
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. He regularly guest lectures at NYU Stern and Columbia business schools.
After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.