How to Sell Value - Demystified: A Practical Guide for Communications Agencies

The latest research from the PRCA shows that 83% of agencies do not sell by value, which is a significant threat to their future. Crispin Manners' book "How to Sell Value – Demystified: A Practical Guide for Communications Agencies" explains how agencies can move to a value-based agency model, which builds trust and confidence, sets client expectations correctly, and provides premium priced services that break the time-based pricing model. Client data is essential in proving value and driving effective evaluation.

Format: Paperback / softback
Length: 144 pages
Publication date: 19 October 2023
Publisher: Emerald Publishing Limited

The Public Relations and Communications Association (PRCA) has recently released a research that reveals a concerning trend among agencies. Eighty-three percent (83%) of these agencies do not sell by value, posing a significant threat to their future, especially during recessionary times. This lack of value selling means that agencies may not be able to provide the proof required to sustain the budgets that clients currently allocate for their services. If agencies continue to operate without demonstrating the business value of their work, they are likely to experience a significant loss of income, which will have a dire impact on their future potential.

In response to this challenge, acclaimed PR guru Crispin Manners has authored How to Sell Value – Demystified: A Practical Guide for Communications Agencies. In this comprehensive guide, Manners delves into the importance of moving from a time-based to a value-based agency model. He addresses key issues such as the power of a branded methodology that builds trust and confidence, the tools that bring a branded method to life, and examples of premium priced services that break the traditional time-based pricing model. Manners also provides practical guidance on how to set a value-based price and emphasizes the significance of client data in proving value and driving effective evaluation.

The guide is designed to provide a clear roadmap for agencies to transition to a more profitable and fulfilling agency model. It outlines a step-by-step approach that involves everyone involved in delivering value to clients. By embracing a value-based approach, agencies can differentiate themselves from their competitors, build long-term relationships with clients, and achieve a true sense of achievement for the work they do.

In conclusion, the latest research from the PRCA highlights the need for agencies to shift their focus from time-based to value-based selling. By adopting a branded methodology, utilizing the right value-selling tools, and demonstrating the business value of their work, agencies can position themselves for success and thrive in the competitive market.

Weight: 226g
Dimension: 152 x 229 x 11 (mm)
ISBN-13: 9781837971251