022 - How To Win Without Pitching — with Blair Enns
Apr 27, 2017
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Blair Enns, author of 'Win Without Pitching' and founder of a sales training organization for creatives, shares his journey from business to advertising. He discusses essential values for client communication, the balance between creativity and business success, and transformative insights from his manifesto. Blair highlights the importance of clear pricing strategies and the emotional connections creatives have with their work, offering actionable advice for navigating the challenges of the creative industry.
Emphasizing honest and open communication in client relationships fosters transparency and enhances collaboration in creative work.
Creatives can navigate client interactions effectively by asserting their expertise while acknowledging client input through strategic responses.
Redefining personal success away from exit strategies encourages creatives to engage deeply with their work, leading to a more fulfilling career.
Deep dives
The Value of Open Communication
One core value emphasized in the discussion is the importance of expressing honest thoughts in professional settings, particularly in client interactions. It is advocated that individuals take a moment to phrase their thoughts kindly, but ultimately communicate openly. This approach not only fosters transparency but also enhances collaboration and problem-solving between creative professionals and their clients. By encouraging authentic dialogue, businesses can significantly improve their client relationships and outcomes.
Overcoming Challenges in Creative Selling
The podcast delves into the common challenge creatives face when clients dictate solutions, often leaving professionals feeling constrained in their expertise. A suggested strategy for handling this situation is to respond with a phrase that acknowledges the client's ideas while asserting professional insight, such as, 'You're probably right, but let's make sure.' This method promotes a balanced exchange, allowing creatives to maintain authority while respecting client input. Such techniques empower creative professionals to navigate client relationships more effectively.
The Journey to Writing the Manifesto
The discussion highlights the origins and impact of the 'Win Without Pitching' manifesto, which emerged from earlier writings that sought to redefine how creatives approach sales and client engagements. The intent behind writing the manifesto was to inspire and encourage creative professionals to adopt a fresh perspective on their business models. The author emphasizes that the book aims to convey a strong point of view rather than simply providing a how-to guide. This approach allows readers to derive inspiration and motivation to explore alternative paths for their practices.
The Duality of Creativity and Expertise
A significant insight shared revolves around the paradox of being both creative and an expert, as these attributes often conflict during the selling process. Creative individuals are inclined to seek new challenges, while expertise typically requires repeated focus on specific problems. This duality can complicate a creative's ability to market and sell their ideas effectively. Understanding this conflict is essential for creative professionals, as it can aid in formulating strategies that leverage both creativity and expertise without diminishing either aspect.
Redefining Success and Business Goals
Another powerful concept discussed is the idea of redefining personal success and the vision for a business's future. The speaker encourages creatives to adopt a mindset free of the necessity for an eventual exit strategy, prompting them to engage more wholeheartedly in their work. This philosophy promotes sustained passion and commitment, freeing individuals from the stagnation that often accompanies exit-focused thinking. By emphasizing the importance of finding meaning in the business without the pressure of a sale or retirement, creatives can foster a more fulfilling and impactful career.
Blair Enns is the author of game changing book Win Without Pitching. He has survived the ups and downs of the business side of creativity for long enough to achieve guru status. On this show, Blair talks about the philosophy that informed his book, and, ultimately, lead to the Win Without Pitching program.
