The document announces a webinar titled "How to Upgrade Competitive Intelligence Brand Value to First Class" featuring speakers Mikey McPhail and Michel Bernaiche. It provides biographies of Mikey McPhail, who has over 20 years of experience in staffing and managing large global organizations, and describes his role overseeing business intelligence for a workforce analytics firm. The webinar aims to teach participants how to define value for clients based on their needs in order to price services appropriately and defend their value during negotiations.

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How to Upgrade Competitive
Intelligence Brand Value
to First Class
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 13 April 2016
~ featuring ~
Mikey McPhail Michel Bernaiche

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Mikey McPhail
Mikey McPhail is Director, Business Intelligence for ManpowerGroup Solutions, and oversees the measurement and analysis of business and
workforce data in excess of $10B. He has led a global initiative to aggregate workforce data cross lines of business, functional areas, and
cultural barriers in order to develop innovative data models that deliver insights into hiring patterns, client behavior, candidate value, cost
analysis, and correlation studies across economic, industrial, and client driven activity to workforce behavior and hiring performance. He built
the workforce business analysis function within ManpowerGroup, hiring and developing a team to collaborate with clients and internal
operations in the alignment of activity and data to evaluate and determine the best methodologies to capitalize on existing and future
workforce strategies.
Working in collaboration with Market Intelligence and Competitive Intelligence, his extensive knowledge of workforce analytics and insight
related to the correlation of hiring process and performance enable him to synthesize complex sets of data and maximize the value of
workforce assets and strategies. Mikey works with global clients, assessing the impact of internal and external dynamics on organizational
initiatives in order to identify and recommend projects and solutions that align with client’s strategic objectives. This consulting is designed to
support quarterly business initiatives and annual planning.
Mikey has been in the Staffing Industry for over 20 years. During his career he was worked on, managed, and consulted many of the largest
global organizations. He holds a BBA in Human Resource Management and Marketing from Baylor University. He is also a Six Sigma Black Belt
with an emphasis in Statistical Process Improvement.
Email: Mikey.McPhail@ManpowerGroup.com
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC,
our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to
solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at
http://AuroraWDC.com. See you next time!

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α Use the Questions pane on your GoToWebinar control
panel and all questions will be answered in the second
half of the hour.
α You are welcome to tweet any comments on Twitter
where we are monitoring the hashtag #IntelCollab or
eavesdrop via http://tweetchat.com/room/IntelCollab
α Slides will be available after the webinar for embedding
and sharing via http://slideshare.net/IntelCollab
α To view the recording and download the PPT file, please
register for a trial membership at http://IntelCollab.com
Questions, Commentary & Content

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Overview
►Determining how valuable something is to your client
►Defining value to clients for understanding & acceptance
►Defending the value of your service in negotiations

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“The Curtain of Value”

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How much do THEY need YOU? Determine
What do
they
want?
What do
they
need?
What can
you do?
What
does it
cost you?
What is it
worth to
them?
 DO - Price your engagements based on what
they are worth
 DON’T – Price engagements based on what
you think clients will pay
“Business opportunities are like buses,
there's always another one coming.”
- Richard Branson

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DefineValue is NOT defined by ‘cost of service’
Your
Value
Client
Need
Client
Positioning
Client
Value
Client Time
Client
Revenue
 Once you have determined their needs,
frame the entire engagement around them,
and define your deliverables and value based
on that need
Nothing in
life is free
Their need
defines the value

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DefendAvoid the ‘Groupon Lie’
You price it out
They ask you to break down
costs
They hack the scope and
negotiate price
You hope that this proves
your value and the next one
is more profitable
 Defense becomes more difficult when value
is not properly defined
 Avoid negotiating based on delivery costs
and hourly rates
Sound Familiar?

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Know what they need
Know its value
Align deliverables to need
Define value by need
Avoid hourly/rate/breakdowns
Define scope by value & deliverables
Pricing is lifestyle change, not a crash diet
Don’t discount if it’s not sustainable
Don’t be afraid to walk away
Defend
Quick Checklist
DefineDetermine

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Thank you!
Now how about a little Q&A?
Email: Mikey.McPhail@ManpowerGroup.com
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC,
our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to
solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at
http://AuroraWDC.com. See you next time!