If you sell your services based on time, you devalue your offering, provide no real differentiation and open yourself up to discounting.
If you sell your services based on value, then you align yourself with your client and charge more because they are now buying your creativity and strategy.
This a big topic and I have spent many hours developing strategies to help agencies change the way they sell so that they move from being a time-based production line to a creative strategic partner with their customers. I have captured some initial thoughts in a white paper, which I would like to offer you.
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