Mastering the Value Conversation

FEBRUARY 4, 2019 – 1-day Workshop


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A Workshop by Win Without Pitching Founder Blair Enns

The Pricing Creativity one-day workshop is designed to help creative professionals increase their prices and their impact on their clients’ businesses through a shift to value-based engagements and pricing. The hands-on, exercise-driven workshop combines pricing theory with facilitator Blair Enns’ Win Without Pitching approach to new business development to deliver a unique learning experience designed to lead to immediate pricing wins.

“You cannot be an effective pricer if you study pricing alone and eschew some of the complementary skills of selling and negotiating,” says Enns, author of Pricing Creativity: A Guide to Profit Beyond the Billable Hour. The barrier to pricing success in the creative professions, he says, is not knowledge but skill. “You can intake most of what you need to know about pricing in about 90 minutes,” says Enns. “Then you need to apply it firsthand and practice having the conversations.”

YOU WILL LEARN:

  • The key principles of value-based pricing
  • The five challenges to value-pricing advertising and other creative services, and how to overcome them
  • How to master the value conversation–perhaps the most important skill in all of business
  • What to sell when you cannot sell value, including:

    • Dealing with price buyers and procurement
    • The pricing differences for strategic work and rote implementation work
  • How to compete against in-house resources and low-cost competitors
  • How to craft and present proposals that get bought

WHO SHOULD ATTEND:

This workshop is for any creative or marketing firm professional with P&L responsibility or the authority to set or negotiate price.

INSTRUCTOR:

Blair Enns, Founder & CEO, Win Without Pitching

Blair Enns is on a mission to change the way creative services are bought and sold the world over. He is the founder and CEO of Win Without Pitching, the sales training and coaching organization for creative professionals, and the author of two books on selling and pricing for creative professionals. He is the cohost, along with David C. Baker, of 2Bobs, the podcast on creative entrepreneurship.

SCHEDULE:

8:30 am to 9:00 amRegistration & Breakfast
9:00 am to 10:30 amFirst Principles of Pricing & Selling Creativity
10:30 am to 10:45 amMorning Break
10:45 am to 12:15 pmMastering the Value Conversation
12:15 pm to 1:15 pm
Lunch
1:15 pm to 2:45 pmAssembling & Pricing Your Proposals
2:45 pm to 3:00 pmAfternoon Break
3:00 pm to 4:30 pmMastering the Closing Conversation


IMPORTANT NOTES:

  • Limited space.
  • Lunch isn’t provided.

PRICE:

CA$1,495 – CA$2,250

LOCATION:

Institute of Communication Agencies
2300 Yonge Street, Suite 3002
30th Floor
Toronto, Ontario M4P 1E4
Canada

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  No refunds available as of nine business days prior to the program start date.
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