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How to Talk About the Fluid Agency benefits

#
90
Chris Do
Published
October 8, 2018
Pro Call
Sales

Chris Do breaks down, how to talk about the benefits of a fluid agency. If the clients want these results at this price, this is how it works with pre-vetted vendors.

Read Transcript
OK, next question is how to promote the fluid agency models of benefit. This is from Anthony banks because I know his voice, the fluid agency, if you guys haven't looked it up, is just going YouTube and type it up. This woman who works in advertising talks about the new model, the fluid agency, and she makes a very compelling argument for it. Sadly, it has very low views, which means not very many people care about this, Anthony. It was he sure didn't have a lot of views. Now Let me go, add some real fast. No, because I watched it, I'm like, where is this video it's kind of hard to find, and it's like under 30,000 views or something, which isn't a lot of use. It means that not a lot of people are understanding this, want it or need it. Maybe after this call, there'll be 40 more views, but the fluid agency model? OK, let me explain to you the fluid agency model concept. First, we need to understand the agency model. The agency model is we hire teams and we grow to a certain size. And we become really big and bloated and we can't have the experts in every single thing that we do. We just try to do the best that we can. So when you go to work with an agency, you're paying for all the lost time that's not billable. So they're going to add the agency tax so that you're paying a lot of money to get your creative work done. Her idea is that the fluid agency is a collection of prevented vendors who've agreed to work together, who understand each other's rates, who are stronger as independent collective than they are as people on staff. So now you're going to get the best in breed, best of class talent without paying for their overhead, their salaries, their insurance when you're not working with them. What you do is you assemble a core team and you create a clubhouse where people want to come. So when an assignment comes in with your vetted vendors, your rogues gallery of specialists. You assemble them together to help you solve a problem. And they're paid a certain amount of money for the pitch ideation phase, which is baked into how you work and should the project award. Then the team. That worked on it. Moves forward with a contract. Together in the clubhouse that you own is a fantastic place to work. So they can continue to work from their own place remotely. Or they can come in and park their teams there. And work with you. So you may have a much smaller agency. Maybe there's a strategist, a copywriter, a sales marketing person, a social media person. Maybe one designer that's really all you need, the rest of it, you bring in other people now I've tried to sell the fluid agency model before people biyani or whatever were either going to hire you or not. We don't even care about what do you say here? And I've learned that over time. Does it even matter how you pitch it anymore? But Anthony is thinking I could look bigger. I could look like I have greater resources than I have if I present my team. Of remote workers. So that I make a bigger splash. That might be the case, but unless you can use all of the work on one collected site and you have an agreement, it's going to be very hard for you to talk about that because very few people dig into the page of your website where they're looking at all the people because that's really the only way you can show them. We have the US developer from Google this and we have this designer from that, whatever it is. So you have all the best people, but that means that you've had to create enough interest to drive them to your site for them to be so curious about your work that they dig into the BIOS of the people making the work. So tough, nut. It's a lot of clients also get pissed that not everybody's local. They like to have everybody local, not outsource it because they had a lot of bad experience with outsourcing work. Well, that may be your experience, but almost all of our work is outsourced. And my clients don't have a problem with that at all. So what we need to do is we need to learn how to have that conversation. So the question here is I've worked with these people. You've seen these results, if you want these results at this price, this is how I work. If you would like me to hire a bunch of people, let's talk about signing a $10 million contract. Because that's what it's going to cost to keep these specialists here, and I want to make a different argument here, and we've done this before, too. When we need a specialist to do something. Do you want the guy that could afford to hire? Or do you want me to go out and get the guy who won the Academy Award for that? Right of course, that would end the argument, it's because you don't know how to talk about it just yet. OK OK. And we've used this and then we literally go and scour to who we find the guy who worked on avatar. It's awesome. And who doesn't want that? So it's no difference to them at the price point. Why do they care how the sausage is made? Do they want to sit there next to you and watch them being made? Well, that's a different thing. Then then you're going to pay the voyeur tax, right? I think their concern is communication or no, no, no, no, no, no, no, no. Who are you going to communicate? I am your one point of contact. Everything that you need. You call me directly. Here's my cell phone day or night, you call me. Everything else is my problem. But you you're not going to call the subcontractor, you're not going to call the animator, you're not going to call the compositing artists. You never talk to them and you don't want to talk to them. Trust me, they have bad body odor.

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How to Talk About the Fluid Agency benefits

Chris Do breaks down, how to talk about the benefits of a fluid agency. If the clients want these results at this price, this is how it works with pre-vetted vendors.

Important: We’re sorry about this, but this transcript is hard to read. We’ve added the wall of text below to help our search function better. If you’d like to help us format this, please reach out to andres@thefutur.com. In the meantime, simply turn closed captions on (CC) the video above to read along.
OK, next question is how to promote the fluid agency models of benefit. This is from Anthony banks because I know his voice, the fluid agency, if you guys haven't looked it up, is just going YouTube and type it up. This woman who works in advertising talks about the new model, the fluid agency, and she makes a very compelling argument for it. Sadly, it has very low views, which means not very many people care about this, Anthony. It was he sure didn't have a lot of views. Now Let me go, add some real fast. No, because I watched it, I'm like, where is this video it's kind of hard to find, and it's like under 30,000 views or something, which isn't a lot of use. It means that not a lot of people are understanding this, want it or need it. Maybe after this call, there'll be 40 more views, but the fluid agency model? OK, let me explain to you the fluid agency model concept. First, we need to understand the agency model. The agency model is we hire teams and we grow to a certain size. And we become really big and bloated and we can't have the experts in every single thing that we do. We just try to do the best that we can. So when you go to work with an agency, you're paying for all the lost time that's not billable. So they're going to add the agency tax so that you're paying a lot of money to get your creative work done. Her idea is that the fluid agency is a collection of prevented vendors who've agreed to work together, who understand each other's rates, who are stronger as independent collective than they are as people on staff. So now you're going to get the best in breed, best of class talent without paying for their overhead, their salaries, their insurance when you're not working with them. What you do is you assemble a core team and you create a clubhouse where people want to come. So when an assignment comes in with your vetted vendors, your rogues gallery of specialists. You assemble them together to help you solve a problem. And they're paid a certain amount of money for the pitch ideation phase, which is baked into how you work and should the project award. Then the team. That worked on it. Moves forward with a contract. Together in the clubhouse that you own is a fantastic place to work. So they can continue to work from their own place remotely. Or they can come in and park their teams there. And work with you. So you may have a much smaller agency. Maybe there's a strategist, a copywriter, a sales marketing person, a social media person. Maybe one designer that's really all you need, the rest of it, you bring in other people now I've tried to sell the fluid agency model before people biyani or whatever were either going to hire you or not. We don't even care about what do you say here? And I've learned that over time. Does it even matter how you pitch it anymore? But Anthony is thinking I could look bigger. I could look like I have greater resources than I have if I present my team. Of remote workers. So that I make a bigger splash. That might be the case, but unless you can use all of the work on one collected site and you have an agreement, it's going to be very hard for you to talk about that because very few people dig into the page of your website where they're looking at all the people because that's really the only way you can show them. We have the US developer from Google this and we have this designer from that, whatever it is. So you have all the best people, but that means that you've had to create enough interest to drive them to your site for them to be so curious about your work that they dig into the BIOS of the people making the work. So tough, nut. It's a lot of clients also get pissed that not everybody's local. They like to have everybody local, not outsource it because they had a lot of bad experience with outsourcing work. Well, that may be your experience, but almost all of our work is outsourced. And my clients don't have a problem with that at all. So what we need to do is we need to learn how to have that conversation. So the question here is I've worked with these people. You've seen these results, if you want these results at this price, this is how I work. If you would like me to hire a bunch of people, let's talk about signing a $10 million contract. Because that's what it's going to cost to keep these specialists here, and I want to make a different argument here, and we've done this before, too. When we need a specialist to do something. Do you want the guy that could afford to hire? Or do you want me to go out and get the guy who won the Academy Award for that? Right of course, that would end the argument, it's because you don't know how to talk about it just yet. OK OK. And we've used this and then we literally go and scour to who we find the guy who worked on avatar. It's awesome. And who doesn't want that? So it's no difference to them at the price point. Why do they care how the sausage is made? Do they want to sit there next to you and watch them being made? Well, that's a different thing. Then then you're going to pay the voyeur tax, right? I think their concern is communication or no, no, no, no, no, no, no, no. Who are you going to communicate? I am your one point of contact. Everything that you need. You call me directly. Here's my cell phone day or night, you call me. Everything else is my problem. But you you're not going to call the subcontractor, you're not going to call the animator, you're not going to call the compositing artists. You never talk to them and you don't want to talk to them. Trust me, they have bad body odor.
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