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Mastering the Value Conversation

Episode description

David gets Blair to expound on his statement that “the value conversation is where value pricing theory goes to die,” and how crucial that conversation is within the sales framework he lays out in his new book, "Pricing Creativity: A Guide to Profit Beyond the Billable Hour."

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It's a Small World After All

March 13th, 2019

29:49

David finds Blair's thoughts fascinating on how far agencies should service or pursue clients geographically, and whether or not the location of a …

Why Account People Should Close New Business

February 27th, 2019

23:14

David gives Blair four practical reasons for sales people to hand off new business to the account person before the deal is closed instead of after.

A Beginner's Guide to Negotiating

February 13th, 2019

35:11

Seven Positioning Mistakes to Avoid

January 30th, 2019

34:07

After having discussed positioning in multiple previous episodes, David puts together in this one episode the seven most common mistakes firms make …

Debriefing After a New Business Call

January 16th, 2019

30:29

David asks Blair about using "after action reviews" following sales calls, and the two key questions that should be asked as a part of that …

Shoot - Now What Do We Do?

January 2nd, 2019

34:10

Blair asks David to make some predictions about the new year, and then they discuss some ways that businesses can prepare for and react to (God forbid) an economic downturn.

 

TRANSCRIPT

BLAIR ENNS: David, predict the …

Selling in One Lesson

December 19th, 2018

34:55

Blair describes to David how he was able to distill his Win Without Pitching approach into a simple formula:

P=db/D

Power = desirability / Desire

 

The Risk Episode

December 5th, 2018

31:02

After touching on the topic of risk in many other episodes of this podcast, David and Blair finally take a full episode to discuss at length the role …

Open Book Management

November 21st, 2018

24:04

Blair gets David to admit that he was kind of wrong about open book management being just a fad when he originally wrote about it almost two decades ago, and David offers ways that it can actually benefit both employees …

Alternative Forms of Reassurance

November 7th, 2018

29:33

Seven Strategies to Grow Accounts

October 24th, 2018

31:33

The Best Ways to Disrespect Account People

October 10th, 2018

29:28

The Seven Masteries of the Rainmaker

September 26th, 2018

33:01

If I Were Starting Over

September 12th, 2018

34:56

The X-Factor

August 29th, 2018

32:31

Blair gives David some homework to identify patterns in the principals of creative practices who are successful and have that "je ne sais quoi."

 

Starting...Existing...Thriving

August 15th, 2018

34:25

Replacing Presentations With Conversations

August 1st, 2018

28:43

David re-reads the 2nd chapter of Blair’s first book, leading to a discussion about how sales people have to choose between either presenting to clients or being present to them.

 

TRANSCRIPT

DAVID C. BAKER: Blair, we …

Reviewing the "Surveillance Footage"

July 18th, 2018

26:35

There are seven patterns that almost all principals are guilty of. When David and Blair point them out, it leads their clients to say, “you must have hidden cameras in my office!"

Hacking Heuristics

July 4th, 2018

40:58

 

Blair leads a discussion on how clients tend to take mental shortcuts in making business decisions, and how we can nudge clients without …

Collaborating with Competitors

June 20th, 2018

27:21

David and Blair compare each other's competitiveness, and then offer some specific ways principals can actually collaborate with their competitors as …

Four Segments of New Business

June 6th, 2018

27:31

Using Assessment Instruments in Your Firm

May 16th, 2018

33:49

Thoughts on Partnership

May 2nd, 2018

34:35

Blair and David dive into a discussion on ownership structures, looking at the results of a survey that David did recently about partnerships.

What Good Clients Are Really Looking For

April 18th, 2018

34:13

Listeners on Twitter wanted to know what clients actually want from creative firms, so David makes a list based on his experience of what good clients want, while Blair's reaction is "who cares what clients want... all …

Defining Success for Creatives

March 21st, 2018

30:51

David and Blair take a stab at answering the complicated question of what success looks like for each of them personally, as well as what it means for their clients.

Words That Make Us Wince

March 7th, 2018

33:40

Blair and David try to wind each other up by going through a list of phrases they hear from their clients way too often.

Positioning Cheats

February 21st, 2018

31:48

David is bothered by the notion of helping people cheat, especially at positioning. So Blair discusses 10 ways firms could succeed even if they …

Words We Try to Define

February 7th, 2018

38:05

Expertise, selling, marketing, entrepreneurship, branding, positioning, and consultant. Blair and David do their best to come up with definitions for …

The Business of Expertise - Part 3, Live from London

January 24th, 2018

29:04

Pricing Creativity

January 10th, 2018

28:21

Blair talks about his new book, "Pricing Creativity: A Guide to Profit Beyond the Billable Hour," and the process it took to write it. David gets him …

Planning for the New Year

December 27th, 2017

32:11

David and Blair each share some goals that they have for their clients and themselves for the upcoming year, which turns into somewhat of a therapy session.

Valuing and Selling Your Firm

December 13th, 2017

34:46

Blair and David discuss why, when, and how principals sell their firms, and Blair reveals he is skeptical about selling his own firm.

The Complexities of Commission Culture

November 29th, 2017

35:41

David picks Blair's brain about new business compensation, and what principals need to consider in finding their firm's place on the spectrum between …

The Role of Profit in a Creative Enterprise

November 15th, 2017

27:57

Blair has some questions this week and David has answers. The topic is profit - what it is and the targets firms should be setting.

Mea Culpa

November 1st, 2017

31:30

David offers to help Blair remember all the times he's been wrong over the past couple decades. Then Blair says he'll be happy to reveal all of the places he's wrong now but doesn't even know it yet.

The Science Behind Structuring Roles

October 18th, 2017

33:35

The Business of Expertise - Part 2

October 4th, 2017

34:56

Blair revisits David's new book, interviewing him on the two chapters that cover the important topic of positioning: "Distinguishing Between Vertical and Horizontal Expertise," and "Principles for the Less Exchangeable …

Seven Words You Can't Say in Business Development

September 20th, 2017

32:04

David and Blair discuss a list of words Blair came up with that you should avoid to keep you out of trouble and in control of the buy-sell …

Paid Time Off or Earned Time On

September 6th, 2017

26:47

Blair needs a vacation. And David is blown away by how little time principals take off.

An Introduction to Blair Enns

August 23rd, 2017

18:57

David asks Blair to describe his work and his passion for the creative entrepreneurial community, and they discuss how where he lives has such a huge impact on what he does.

How to Drive Your Employees Bat Sh*t Crazy

August 9th, 2017

28:21

The issue of how principals manage their employees continues to pop up for David year after year, and Blair is worried that he might have this problem in his own firm.

Being Like Everyone Else

July 26th, 2017

30:24

Blair restrains himself from going off on a rant about who his clients choose to learn from.

An Introduction to David C. Baker

July 12th, 2017

19:33

Blair interviews David about who he is and why people should pay attention to what he has to say - if they should at all...

How Much Should You Write?

June 28th, 2017

29:48

The Business of Expertise - Part 1

June 14th, 2017

33:27

David Baker wrote a book! And Blair asks him about his authoring process, publishing, and the book's topic.

What Happens When You're Away

May 31st, 2017

33:53

Why Advertising Agencies Don't Advertise

May 17th, 2017

29:48

Blair revisits the first piece of thought leadership he ever wrote, taking a look at why firms may or may not do for themselves what they do for their clients.

Thriving In the Middle of the Road

May 3rd, 2017

30:34

Blair questions David on an article he wrote about identifying the risks on either side of the road and navigating a path between both extremes.

A Sales Skeptic Interviews a Sales Expert

April 19th, 2017

34:48

Blair does his best to reform David's skepticism of sales, discussing what works well and what fails miserably in the sales process.

Five Irrational Fears

April 5th, 2017

25:34

What keeps you up at night? Blair interviews David about the five most common fears that he has seen in the consulting work he has done with over 900 …

The New Entrepreneur

March 15th, 2017

28:59

David and Blair discuss how the nature of entrepreneurship is changing and what the new entrepreneur is facing today.

Truths and Myths About Money

March 1st, 2017

30:31

Do you have trouble talking about money with clients? David makes seven common statements about money and Blair states whether they are true or false and why.

Say What You Think

February 15th, 2017

33:51

David interviews Blair about the art of effectively communicating with clients and coworkers.

How Not to Act Like an Expert

February 1st, 2017

31:10

David and Blair make a list of the common mistakes that people make in trying to portray themselves as experts.

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