How to Position Your Agency’s Expertise for Pricing Power and Bigger Wins
Agencies that consistently command a price premium and achieve high win rates in new business share a common thread—a focused and differentiating positioning strategy. They stand out in the marketplace by communicating their agency's unique value proposition and the impact they deliver. They’re not in the bargain basement space, so they’re confident about saying, “This is what we do, and this is what it costs.” Their positioning sharpens their focus on the high-value needs of their ideal clients, enabling them to develop and sell compelling products rather than just services. This allows them to scale their revenue and advance their business model beyond the outdated practice of selling billable time. This workshop will show you how to refine your agency's positioning as the first step toward achieving these benefits.
WHAT YOU WILL LEARN
In this session, we will cover:
The real and measurable power of a focused and differentiating positioning strategy
Many examples of agency positioning from around the world, including agencies selling products
An actionable framework to sharpen your firm’s positioning
The common mistakes agencies make that prevent them from developing a truly effective strategy
How to bring your strategy to life through all areas of your agency to maximize the benefits
WHO SHOULD ATTEND
Agency leadership teams
New business and account growth leaders
Talent recruitment leaders
ABOUT THE PRESENTER
Brian Kessman is the Founder and Principal Consultant of Lodestar Agency Consulting. Brian helps agencies achieve sustainable growth and greater profitability by refining their positioning, productizing high-value offerings, and transforming their revenue models and pricing strategies. He focuses on helping firms diversify and scale revenue by moving beyond commoditized, low-margin services and billable hours to high-margin, value-led solutions, enabling them to thrive and reinvest in their business.
With over two decades of agency leadership experience, Brian's comprehensive approach ensures agencies not only excel in an increasingly commoditized market but also harness emerging technologies like AI and automation to gain a competitive edge. His methodology integrates Agile, Lean, and other management innovations, specifically tailored to meet the evolving needs of modern agencies.
A recognized speaker at industry events such as the 4As, Mirren, AMIN Worldwide, and many others, Brian is committed to elevating agencies through workshops, consulting programs, and presentations that focus on growth strategies, innovative business models, and profitable pricing approaches.
Brian is also the founder of ProductizationPartners.com, an online suite of AI tools designed to help professional service firms quickly develop a go-to-market strategy, refine products, and align teams for scalable growth.