Lopicolo: Agencies should lose 75% of deals on price to maximize rates
Jared Lopicolo · Why Noble Studios Wants to Lose 75% of Their Deals on Price · Jul 10, 2024 · at 31:00
Jared Lopicolo, founder and CEO of Noble Studios, explains how agencies can determine if they have reached the upper ceiling of value-based pricing.
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“In my early years, I had an advisor who once said, you need to Basically be losing 75% of your deals based on pricing. And what that meant was a good measurement to show that you're hitting the threshold, right? But if you're, to your point, if you put something in front of someone and they sign right away, or there's no price negotiation you're not there yet, right? You haven't hit the top yet. You haven't gotten to that your point of value-based pricing.”
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