The Workshop

Why does every major marketer offer options when they price, package and sell their products and services? What do they know that we (agencies) don’t?

Brand marketers give their customers a set of choices: different sizes, different features — and of course — different prices. These powerful "choice architecture” techniques can be easily be adopted by professional service firms like agencies. Agencies that offer options in place of a single price experience higher average revenues for the same work and a more effective sell-in process.

In this online workshop, you’ll learn how to apply behavioral economic and value engineering principles which can help change the conversation with clients to a dialog on outputs and deliverables instead of getting mired in a discussion about hourly rates and staffing plans.

Give your clients multiple ways to say “yes”

To evaluate pricing, clients and prospects require context. Unless buyers can compare their purchase choice to something else, it’s difficult for them to evaluate whether the price asked is worth the value provided.

When we provide clients with options, we're not only providing useful decision-making context, we're also fundamentally altering the dynamics of the compensation dialogue. Offering different options changes the conversation away from “How many hours will this take?" to “Which of these options would work best?”

Join Ignition’s Tim Williams as he shows how to present your clients not just a traditional “yes-no” choice but a choice of “yes’s”. We’ll explore:

• Elements to consider in presenting options: from versions to revisions

• The best way to construct an options-based proposal

• Using options to help anchor your target price

• How options help clients decide not just what they want, but what they don’t want

You’ll learn how showing different combinations of program elements and deliverables keeps the discussion focused on what clients really buy: outputs and deliverables, not hours and activities.

Who Should Attend

Every agency professional who deals with the question "How much will this cost?" or who has some form of responsibility for determining pricing will benefit from the content from this workshop.

The DeTAILS

Live Workshop

June 23, 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 Rebroadcast

June 28, 2022 / 11:30-12:45pm Australian Eastern Standard Time (GMT +10)

Workshop Rebroadcast

June 29, 2022 / 11:30-12:45pm Gulf Standard Time (GMT +4)

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

Seminar leader Tim Williams is one of the leading voices in the pricing revolution in professional services.  As a career agency professional and founder of U.S.-based Ignition Consulting Group, Tim works with firms around the world in the areas of pricing and business strategy. 

In the process, he has written two books, authored numerous articles for publications like Campaign, Campaign Asia, Admap, Advertising Age, Adweek and Communication Arts and has been interviewed by organizations like The New York Times, The Wall Street Journal, The Economist, The Guardian, National Public Radio, Toronto Globe & Mail, Bloomberg News, Japan’s Nikkei News, and other news organizations covering the world of business and marketing. 

As a consultant to advertising and marketing firms, Tim has worked with hundreds of agencies ranging from mid-size independents to multinational agency networks in North and South America, Europe, Asia, and Australia. Before forming Ignition, Tim worked at multi-national agencies in New York and elsewhere, and more recently served as president and CEO of several successful independent firms.

As a perpetual student and member of the Professional Pricing Society, Tim co-authored the recent IPA guide to value pricing, writes the popular blog Propulsion, and is a widely-followed LinkedIn Influencer writing on topics related to value creation, business models, and pricing strategy.