3. Trusted Advisor
Journal of Experimental Social Psychology
Enclothied Cognition,
Adam D. Galinsky and Hajo Adam
4. Relationships based on VALUE
will last longer than relationships
based on PRICE.
“I love to use the lifetime value of
clients’ processes with my prospects.”
Melanie Romanaux, Somedia
Solutions
“We pride ourselves more on client
relationships than the technology
solutions we provide.”
Randal Kent, Sevaa Group
14. 4 Steps to Value-Based Pricing
Gap
Value
Solution
Offer
Every step has VALUE to the prospect.
15. VBP Step 1: Gap
Gap
•
•
•
•
Now vs. Future
Why?
Client’s drivers?
Pains, challenges, breakdowns, goals, aspirations
Warning: Too many begin to focus on the SOLUTION.
Value
Solution
Offer
16. VBP Step 2: Value
Gap
Value
•
•
Lifetime value of the client
Calculate the acquisition cost for new customers
Warning: Without understanding the real VALUE of
the project, you will likely only scope the “traditional” way.
Solution
Offer
17. Customer Lifetime Value
Pardot Example:
Revenue: $1000 per
month per customer
Avg. Length of Customer: 5 Years
Acquisition Cost:
$8000 per customer
David Cummings, DrupalCamp Atlanta 2013
18. VBP Step 3: Solution
Gap
Value
Solution
Strategic and tactical
•
Optimal to build it together
•
Differentiation is the key
Warning: It should be in alignment with the customer’s goal.
•
Offer
19. VBD Step 4: Offer
Gap
Value
Solution
Offer
•
•
Compelling
Combination of all previous steps
Warning: Your offer has to be seen as UNIQUE either by
your experience, the approach, or skills. “Aspirin vs. Vitamins”
20. 4 Steps to Value-Based Pricing
Gap
Value
Solution
Offer
Every step has VALUE to the prospect.
21. #1 Way to Do VBP
Qualify
25%
90%
90%
Big
Project
24. Change the Conversation
“Even when we were a little firm, we would
immediately change the conversation to talk
about their business and what are their
business problems… ”
Aaron Shapiro, Co-founder of Huge, Inc.
25. Parting Thoughts
•
Scoping for Higher Projects is a process
•
Stop Undercharging
•
Look at COST of them
not taking your offer
•
Communicate ROI
•
Differentiate
•
Confidence
We introduce the term “enclothed cognition” to describe the systematic influence that clothes have on the wearer's psychological processes. We offer a potentially unifying framework to integrate past findings and capture the diverse impact that clothes can have on the wearer by proposing that enclothed cognition involves the co-occurrence of two independent factors—the symbolic meaning of the clothes and the physical experience of wearing them. As a first test of our enclothed cognition perspective, the current research explored the effects of wearing a lab coat. A pretest found that a lab coat is generally associated with attentiveness and carefulness. We therefore predicted that wearing a lab coat would increase performance on attention-related tasks. In Experiment 1, physically wearing a lab coat increased selective attention compared to not wearing a lab coat. In Experiments 2 and 3, wearing a lab coat described as a doctor's coat increased sustained attention compared to wearing a lab coat described as a painter's coat, and compared to simply seeing or even identifying with a lab coat described as a doctor's coat. Thus, the current research suggests a basic principle of enclothed cognition—it depends on both the symbolic meaning and the physical experience of wearing the clothes.
Highlights
► We show how clothes systematically influence wearers' psychological processes. ► Three experiments demonstrate that wearing a lab coat increases attention. ► Attention did not increase when the coat was not worn or associated with a painter. ► Attention only increased when the coat was a) worn and b) associated with a doctor. ► The influence of clothes thus depends on wearing them and their symbolic meaning.