Give and take
For results-oriented marketing to work, both consultants and customers must be involved.
Consultants are only paid if the desired results are achieved.
The customer must in turn commit to the agreed goals, in turn provide the necessary resources (eg information, support for deployment, access to the system) and have a measurement of current activities and results as the basis for making this improvement. to measure.
In many cases, advisors take the risk that even if the work is carried out to a high standard after a short result that is well defined, the end result may not be achieved due to other obstacles in the client, or it may take time to do it to achieve. For this reason, wage structures can include
- Minimum time-based costs, such as changing customer priority insurance or internal restrictions that prevent implementation
- Prizes are important for significant success in considering the risks involved and delaying payments until evaluating their impact on the business
Five factors determine the final payment for a project:
- Project contribution to the overall measured outcome
- Skills needed to complete the project
- Other risk factors outside the scope of the consultation can hinder the achievement of the required results
- Schedule for achieving results
- The main economic benefits for customers
Although results-based marketing that links project costs to profitability or higher growth cannot always be carried out, it must always determine the way the project is made.
If uncertainty about current measurements, external variables or other customer priorities makes pure implementation impossible, it is my policy to get the project as far as possible.
Divide the project into steps at a fixed price and check the results after each step. With these reviews, you can change the following steps as needed to get the business results you need. Thus, customers are not involved in large projects with uncertain results
Link payments to intermediate goals when the final goal is difficult to measure, e.g. Paying for increased offers, there is no increase in margins for new sales
Discussing and measuring objectives, as well as marketing and other actions needed to achieve these goals, are important ways to build a consultant-client relationship and are willing to pay for your marketing skills and efforts, if both parties feel that they are honest.