Selling
How the work of creative makers is sold is viewed as indicative of whether employers place commercial value on creative making.
Where the Value pillar is about how employers pay their employees, the Selling pillar is about how creative-making services and products are sold within the marketplace.
There has been a split between the so-called money people and creative people for some time, not just within the traditional agency construct of suits vs creatives but in all organisations that divide the holders of the purse strings from the people who need funds to create. Although this makes sense from an operational perspective, the division between commerciality and creativity has meant that creative makers are sometimes denied the commercial leverage they deserve.
Both the pitch process and selling time are problematic constructs for creative makers, with participants seeking new ways to sell the impact of what they do.
Key questions
Does everyone understand the business model?
Do you make it clear to everyone how your business and commercial model work and the how it supports better work, them and their team?
Do you train people on how to sell or upsell their own work?
Do you train people in how to present their work and recognise new work opportunities? Could they all complete a lean canvas or business case that explains why work is required to meet business goals?
Do you recognise the commercial impact of the work beyond billable hours?
Do you understand the commercial value of the creative-making work you sell, beyond hours worked? Do you ensure creative-making teams are rewarded and appreciated for the commercial impact they have on the organisation, partners and clients?
“For a client, pitching is great. You can go to 6 different agencies, get free ideas and they’ll treat you like heroes. They don’t have to do any of it. But for an agency, we waste probably $100,000 and they string us along for weeks, months probably, and nothing comes from it.”
— Art Director, USA