July 23, 2024
Ben Zettler - Pricing Tactics For Digital Agencies
Ben Zettler, owner and founder of Zettler Digital, joined me on Ditching Hourly to discuss pricing tactics for digital agencies.
Takeaways
- Understanding the client’s needs and goals is crucial in creating a proposal for value pricing.
- Offering free work, such as audits and strategy sessions, can help build trust with potential clients.
- Quantifying the potential impact of services using data can help justify pricing.
- Smaller businesses may be more hesitant to share revenue information, but it is important to understand the potential impact of services.
- The market has shifted towards longer decision timelines and more evaluation of service providers. Working with decision-makers is ideal in most situations, regardless of the size of the business.
- Communicating value in proposals can be challenging, especially when clients compare prices to other services.
- Shifting from project-oriented work to retained services can provide stability and consistent revenue.
- Client churn is inevitable, so it’s important to constantly find new opportunities and maintain a marketing engine.
- Pricing ongoing services can be difficult, and it’s important to consider the value provided and the client’s budget.
- LinkedIn is a valuable platform for marketing and networking in the services industry.
Chapters
- 00:00 Introduction and Background
- 08:14 Offering Free Work to Build Trust
- 17:17 Converting Conversations into Proposals
- 23:03 Quantifying the Potential Impact of Services
- 27:26 Challenges of Pricing for Smaller Businesses
- 31:07 The Shifting Market for Service Providers
- 35:44 Shifting to Retained Services
- 41:15 Dealing with Client Churn
- 46:19 Pricing Ongoing Services
- 53:11 Leveraging LinkedIn
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Yours,
—J