Agency Projects and Profitability, with Ron Baker.

By |May 9th, 2016|

Episode 31:

Ron Baker is the founder of VeraSage Institute, a leading think tank dedicated to educating professionals internationally, and a radio talk-show host called The Soul of Enterprise: Business in the Knowledge Economy. Ron is the author of seven best-selling books, including “The Firm of the Future,” “Pricing on Purpose,” and “The Soul of Enterprise: Dialogues on Business in the Knowledge Economy,” co-authored with Ed Kless.







What you’ll learn about in this episode:

  • Why Ron believes that the billable hour and the timesheet need to go
  • Value pricing: the differences between different pricing plans
  • Ways to add in additional value that isn’t more “stuff”
  • How to start a value conversation
  • The typical agency objections of value pricing and why they’re false
  • How to succeed at the transition to value pricing
  • Other kinds of mistakes agencies make when shifting towards value pricing
  • The major benefits for focusing on value and the customer
  • Action steps that agencies can take when deciding whether or not to utilize value pricing


The Golden Nugget:

“Value is subjective. Price the customer, not the product or service.” – @ronaldbaker Click To Tweet
“It’s insane to believe that any business is better than no business.” – @ronaldbaker Click To Tweet
“Growth for the sake of growth is not the ideology of a profitable business.” – @ronaldbaker Click To Tweet

Click to tweet: Ron Baker shares the inside knowledge needed to run an agency on Build a Better Agency!


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About the Author:

For almost 30 years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies and then started his own (which he still owns and run) agency in 1995. Additionally, Drew owns and leads Agency Management Institute, which advises hundred of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more.

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