2Bobs—with David C. Baker and Blair Enns There Is No Credential Meeting
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Jun 18, 2025 The hosts delve into the flaws of traditional credentials meetings, questioning their real value. They introduce the 'Probative Conversation', aimed at shifting client perceptions from viewing agencies as mere vendors to recognizing them as experts. The discussion includes the need for interactive, question-driven dialogues, particularly in professional settings. They advocate for structured engagement strategies during client presentations, emphasizing visual tools and active participation to foster understanding and collaboration.
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Agencies Love Credentials Meetings
- Agencies often love credentials meetings because they get to talk about themselves and present their agency as amazing.
- Clients often show little engagement, making these meetings mostly self-interested and imbalanced in power dynamics.
Credentials Meeting Misunderstood
- The traditional credentials meeting is actually a qualifying conversation to see if there's a fit between agency and client.
- Agencies misinterpret this and spend the meeting convincing the client instead of discerning whether the client fits their services.
The Probative Conversation Flip
- The probative conversation is an invisible first step where the client pre-qualifies the agency through content and perception.
- This flips the agency’s role from powerless vendor to powerful expert before any qualifying conversation.
