David finds the courage to address a topic he’s been putting off for awhile, as he is seeing more agency principals struggling to maintain both healthy and productive work environments by leading the ongoing process of resolving tensions within their teams. LINKS "Adapting to a Modern Workforce" by David C. Baker for punctuation.com
--------
24:44
--------
24:44
There Is No Credential Meeting
Instead of beginning the relationship with a prospective client by presenting a deck on why your agency is so amazing and why you should be invited to pitch, Blair encourages us to have the “Probative Conversation” from his Four Conversations sales model. LINKS "There Is No Credentials Meeting" article by Blair Enns for WinWithoutPitching.com "The Four Conversations: A New Model for Selling Expertise" 2Bobs episode The Four Conversations: A New Model for Selling Expertise book by Blair Enns
--------
30:32
--------
30:32
The Waterfall of Differentiation
When it comes to positioning, David is still seeing creative firms failing to answer three essential questions in the proper sequence: category, specialization, and then secondary differentiators (or qualifying characteristics).
--------
27:21
--------
27:21
Always Be Anchoring
Blair sees high price anchors everywhere—from buying a suit to ordering a burger. So what factors should creative firms keep in mind as they use anchoring in selling their service options? And when is the best time to present the anchor option within the sales conversation? Links “Anchor High” by Blair Enns for winwithoutpitching.com
--------
30:26
--------
30:26
What to Ask, Sign, and Share With a Potential Buyer
Following up on the recent episode on whether you should be considering that offer to sell your firm, David provides four questions to get answered, two documents to sign, and a short list of materials that can help you take the lead in early conversations with a buyer. LINKS ”Should You Entertain That Acquisition Offer?”
New Zealand