The Workshop

When a procurement professional walks into a pricing negotiation with an agency, they’re very well-armed. Representing the agency is an executive trained in client service, often accompa-nied by someone from finance. But a background in marketing and accounting is hardly the same thing as deep expertise price negotiation strategies.

Pitting these professional buyers against amateur sellers creates a serious mismatch. Agency executives are skilled in their craft of marketing communications, but they are woefully unpre-pared to craft progressive pricing strategies and present them effectively to professional buy-ers.

To make this unfair fight even worse, agency professionals put themselves in the submissive position of defending their costs instead of selling their value. Instead of playing to win, they are playing not to lose. The agencies that understand they are in the business of selling solu-tions to business problems, not filling production orders, have devoted the brainpower and firepower to making pricing (not costing) a core competency.

In this immersive online workshop, Ignition’s Tim Williams will cover key topics like:

• How to meet the tactics of predictable professional buyers with the proven practices of professional sellers.

• How to employ the principles of pricing psychology when dealing with client buyers, including always offering options.

• How to keep client buyers focused on value instead of cost, thereby negotiating some-thing both parties want to maximize

• How to provide better responses to questions about pricing in RFPs and develop effective pricing proposals for new business opportunities.

• How and why agencies should politely disrupt the buying process by challenging the client's focus on cost and showing why it's in their best interest to buy outputs and outcomes instead of inputs.

It’s time to level the playing field when it comes to dealing with professional buyers. If we’ll just step up to the plate, and we’ll get better and better with practice. This workshop shows how.

Who Should Attend

This engaging webinar is designed especially for those in client-facing roles in agencies with particular emphasis on anyone involved in the new business process or agency marketing program. 

The DeTAILS

Live Workshop

March 31, 2022 | 11:30-12:45pm (Eastern Time)

We will use GoToWebinar as our online platform. All attendees will receive a link and instructions in advance of the workshop.

The conference room option is for a single office location only.  This is an option for the people you would generally gather in your office conference room to participate.  

Workshop Rebroadcasts

We will use GoToWebinar as our online platform. All attendees will receive a link and instructions in advance of the workshop.

April 5, 2022 / 11:30 - 12:45 Australian Standard Daylight Time (GMT +10)

April 6, 2022 / 11:30 - 12:45 Gulf Standard Time (GMT +4)

The conference room option is for a single office location only.  This is an option for the people you would generally gather in your office conference room to participate.  

Payment is due in full at time of registration. Registration fees are nonrefundable, however substitutes are welcome (from the same firm only please). Also, registration fees are allowed to transfer to another event within one year.

The Presenter

Tim Williams is one of the world's foremost authorities on positioning strategy for agencies and other professional services firms.  Tim's workshops have been seen by business audiences on every continent, and his books and articles have helped inform the strategies and business models of thousands of firms across the globe.  In his role as founder of Ignition Consulting Group, Tim has helped shaped the future success of firms ranging from independent agencies to multinational agency networks.