Should agencies charge for discovery? How the agency-client relationship is evolving

Pricing the power of discovery

The question of whether agencies should charge for discovery is a common dilemma, contingent on the level of involvement and value-added. At Rawnet, discovery is at the heart of every conversation long before the sale. Insights beyond clients' initial requests are offered by diagnosing their problems and understanding their needs.

Sometimes, we have option 1 (what the client thought they needed) and option 2 (what they actually need). Compensation for discovery is warranted when it evolves into rigorous research that translates into a tangible strategy – a coveted ‘so what’ element clients yearn for.

Uncovering the ‘so what’

We’ve noticed that some clients have been charged for playback sessions that don't provide enough value and wondered whether this was a phase for the agency to ‘discover’ the client's business rather than discover the right strategy. These sessions only offer a summary of business models, audience understanding, and perhaps current friction points in a customer journey which fails to meet expectations.

In these cases, clients rarely walk away with a new lens to help them better manage change or capitalize on an opportunity. If they do, they’ve probably had to work it out themselves. Clients need practical, results-oriented strategies. The discovery process should be redefined, and valuable strategies prioritized before execution, whether UX design or product development.

Discovery should give real value

Discovering the best path for a client involves more than reflecting on their current strategies, ideal customer profiles (ICPs) or preconceived notions. It's a collaborative process that leverages the expertise of professionals to validate the most effective plan for achieving a long-term positive impact on their business objectives. Typically, this process involves understanding challenges, gaining insights, and identifying opportunities.

When this phase does come with a price tag, it's important to recognize that the true value lies in delivering tangible outputs and creating a strategic plan that drives lasting change.

A paradigm shift

We’ve embraced a distinctive approach to discovery, initiating the process from our first conversation with a prospect. However, once the partnership is formed, it transcends individual skill sets. The team of product strategists, UX experts, data analysts, and product and brand strategists collaboratively works to identify the client's requirements, and to translate those insights into strategies that align with their business objectives. The occurrence of a pivotal discovery milestone within a project, or the formulation of a comprehensive strategic plan and roadmap, hinges upon the project's distinct contextual intricacies. In numerous instances, Rawnet has gathered substantial information even before a sale is finalized.

Alternatively, when a solution presents as glaringly evident, warranting validation alone, a discovery process wastes time and money. In such cases, our focus shifts towards rigorous approach testing, validation, and precise execution.

Embracing the long-term payoff

By demanding more agility in the earlier stages of the project process, clients can unlock the long-term benefits that valuable strategies bring, or strategies go to market quicker. Investing in a comprehensive strategy phase, rather than a discovery phase, pays off through increased profitability, sustained customer engagement, and overall business growth. Emphasize the significance of building a solid foundation in understanding client goals, identifying opportunities, and proposing innovative solutions.

Discovery should both maintain the surface-level exercise that merely scratches the client's needs and be an enlightening journey that unearths profound insights, challenges assumptions and develops valuable strategies. Clients should expect agencies to offer more options and strategies and never just hold up a mirror; they should demand the ‘so what’ element that drives lasting positive impact. So, let's venture beyond the ordinary and embrace the power of discovery to provoke meaningful change and propel businesses forward.