An Open Letter to Marketers: Caveat Emptor

Comment

An Open Letter to Marketers: Caveat Emptor

“Buyer beware” might also be described as “sold as is” — a warning about deals that seem too good to be true. Given the power currently ceded to procurement professionals inside client organizations, “caveat emptor” applies to agency-client relationships more than ever before...

Comment

A Gross Failure of Imagination

1 Comment

A Gross Failure of Imagination

Do you feel locked in a zero-sum game with the professional buyers of your services (procurement)? Most firms do. A zero-sum game is one in which gains for one party result in losses for the other party. In effect, each party is fighting for a bigger slice of the same pie ...

(CLICK HEADLINE TO READ FULL ARTICLE)

1 Comment

Transparency is for Windows, Not Pricing Professional Services

Comment

Transparency is for Windows, Not Pricing Professional Services

Most professional firms have been marching down the path of cost-based compensation so long that it seems normal to answer questions about salaries, overhead, and even profit margins, but it is decidedly not normal. In no other industry — outside of classically-defined commodities — does the seller disclose their costs in this manner to the buyer ...

(CLICK HEADLINE TO READ ARTICLE)

Comment

Instead of Lowering Your Price, Lower Your Client's Risk

5 Comments

Instead of Lowering Your Price, Lower Your Client's Risk

Who bears the most risk in an agency-client relationship?  Clients who buy hours are really only buying buckets of inputs that may or may not correspond directly with the needed outputs or produce the desired outcomes. Herein lies the risk being taken on by the client. The agency will work its hours and collect its fees regardless of whether or not the work is effective. 

(CLICK HEADLINE TO READ FULL ARTICLE)

 

 

 
 

5 Comments

Busy Fools vs. Eureka Moments

Comment

Busy Fools vs. Eureka Moments

If your firm sells hours, how do your clients distinguish between paying for busy fools and eureka moments?  Are they paying for middling plodders or proficient geniuses? Distracted muddlers or breakthrough brains? The billable hour, while arguably an easy thing to track, is not an easy thing to value. 

(CLICK HEADLINE TO READ FULL ARTICLE)

Comment

Your Clients Hire You to be Effective, Not Efficient

2 Comments

Your Clients Hire You to be Effective, Not Efficient

The next time a client requests a set of “deliverables,” remember that this is not the real reason your firm was hired in the first place.  You were hired to deliver business and marketing outcomes.  The deliverables are just a means to that end.

(CLICK HEADLINE TO READ FULL ARTICLE)
 

2 Comments