Sell With Authority

What if business development for your agency didn’t feel like chasing? Or pitching? Or trying to convince someone to say yes? What if instead — you had a process of building trust so strong that your prospects convinced themselves? That’s what this solocast is all about. In this episode, Stephen Woessner, CEO of Predictive ROI, unpacks our three-part “Trust Architecture” that our team uses to help prospective clients move from curiosity to YES — without pitching, pressuring, or posturing. What you will learn in this episode: Why most sales processes fall flat (hint: it’s not the pitch — it’s the posture) How to structure a “Help Me Understand” session that builds immediate trust What diagnostic tools, like “The Focus Finder,” do to create clarity and urgency How to turn your Meet & Greet into a confidence catalyst — not just a formality What you can install today to build your own trust-driven biz dev process Free Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/ Order your free paperback or Kindle copy of our Book: Sell with Authority

Is your team producing solid content… nurturing leads… showing up consistently in all the right ways — but your sales pipeline still feels like a big pile of question marks? If selling feels harder than it should, the problem might not be your effort — it could be your leverage. You don’t need another tool. Or another platform. Or another shiny object promising quick wins. What you need is a multiplier. Something that helps you multiply the reach of your smarts without burning out your team, attracts higher-quality leads without blowing your budget — and packages your expertise in a way that makes your right-fit prospects say YES! That’s exactly what today’s episode is all about. We pull back the curtain on how real agencies are using AI to sell more of what they do. Our guest, Lucas Petty, isn’t just another AI guy. Yes, he knows the tech. But more importantly — he knows how to make it pay off inside an agency. Lucas is the Founder of AI Daddy — a firm helping agency owners streamline ops, eliminate bottlenecks, and grow more profitably using AI. Also joining today is our very own Director of Strategy, Hannah Roth. Hannah is in the trenches every day with our clients — helping them sell more of what they do and future-proof their pipelines. She also leads our AI strategy inside the Predictive Lab. If you’ve ever wondered how AI fits into your agency’s biz dev engine — you’re in the right spot. What you will learn in this episode:  Why tool overload keeps agencies stuck — and how to break the cycle A framework for identifying true agency bottlenecks A candid, step-by-step approach to getting your team to ACTUALLY adopt AI — without the fear and resistance How to map agency processes to spot where every single friction point — and missed opportunity — actually lives Steps to move from overwhelmed to PRODUCTIVE if you feel behind on AI Resources: Website: https://www.aidaddy.com/ LinkedIn Personal: https://www.linkedin.com/in/lucapetty/ LinkedIn Business: https://www.linkedin.com/company/aidaddy/ TikTok: https://www.tiktok.com/@aidaddy.com

Before I introduce you to our very special guest expert today, I want to ask you a question. I encourage you to give it some real, thoughtful consideration. What if the real reason your agency’s sales pipeline feels stalled has nothing to do with lead flow, your niche, or your team? What if you’re not actually missing content? You’re not missing knocks on the door. You’re not missing invitations to the right room at the right time — or any of the other usual suspects we tend to blame. What if you’re really missing momentum? When momentum is on your side, effort feels effortless. Right-fit prospects seem to appear out of nowhere. Your proposals move forward. Your team operates like a single unit. You speak — and your audience leans in. But — when momentum is gone — everything feels heavy. Wins don’t stack on each other. Confidence fades. Right-fit prospects ghost you after receiving a proposal. The pressure to fix it fast makes you want to chase prospects — which feels like a whole lot of not awesome. Here’s the good news — momentum isn’t magic. It’s measurable. It’s repeatable. That’s exactly what we unpack in today’s episode. There’s no better person to guide us through this conversation than our guest today, Don Yaeger. Don is one of the world’s leading authorities on greatness, leadership, and momentum. He’s the author of 35 books, including 12 New York Times bestsellers. Most recently — alongside retired U.S. Army General Bernie Banks — Don has co-authored The New Science of Momentum — a book that answers one of the most pressing questions agency owners and their teams are facing right now: How do you create momentum when it’s missing? That’s where we focus our time and energy for this episode — how to find the spark. And — how to turn that spark into sustained, unstoppable momentum that can change everything for you and your team. What you will learn in this episode:  Why momentum — not leads, content, or invitations — could be the missing link in your agency’s growth engine How to create the “spark” that shifts your team from stalled to unstoppable Why strong leadership must shape your agency’s culture How to train your team to recognize and respond to opportunity Steps to reverse lost momentum when confidence dips — and how feedback loops set winning teams apart Resources: Website: https://donyaeger.com/ LinkedIn Personal: https://www.linkedin.com/in/donyaeger/ LinkedIn Business: https://www.linkedin.com/company/greatness-inc/ The New Science of Momentum

Before we dive into today’s episode of Sell With Authority, I want to make sure you know about our July Intensive. Every March, July, and November we gather our Predictive ROI clients together for a 2-day event we call the Intensive. It’s a private, client-only event — but we always hold a few guest seats open. Our July Intensive is happening Wednesday and Thursday, July 30th and 31st, from 8:30 a.m. to 12 noon Central — and it’s 100% virtual over Zoom. The focus? Helping you fill your sales pipeline so you can sell more of what you do. Turning our attention to this episode — my guest expert and I mapped out what we wanted to cover. We thought about how to structure this episode as a strategic prelude to the Intensive. We’re unpacking core pillars we’ll be teaching — including what it means to build your right-fit prospect map and how to run sales calls that create real momentum. That guest expert is our very own Director of Strategy Hannah Roth. Hannah is a data scientist by trade, and she runs point on helping our clients sell more of what they do. Now’s the time to double down on a strategy that isn’t just about new leads — but about future-proofing your agency through relationships you’ve already built. What you will learn in this episode: The biggest missed sales opportunities most agencies overlook How a right-fit prospect map changes the game The cause-and-effect of focusing biz dev on new prospects vs. current or past clients Simple but powerful tactics to turn lost deals and past clients into new revenue streams Why “by name” — not guesswork — matters How to fix common money-draining mistakes that kill your sales pipeline The role of trust and distrust in today’s market — and why nurturing your orbit matters more than ever How to confidently open doors with tactics that don’t feel “salesy” How you can join the July Intensive as our FREE guest Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Hannah’s LinkedIn: www.linkedin.com/in/hannah-roth-387a6b223/ Order your free paperback or Kindle copy of our Book: Sell with Authority

For this episode of Sell With Authority, we’re doing something a little different — and I’m excited to share it with you. In a recent conversation I had with Jason Swenk on his podcast Smart Agency Masterclass we got laser-focused on some things that are critical if you want to sell more of what you do — at a premium price — to right-fit clients. We dig into why being ridiculously specific about who you serve is the not-so-secret weapon behind a scalable agency. Also, we unpack the power of developing a true methodology — something that doesn’t just sound good on a pitch deck, but actually showcases your smarts, removes friction in the sales process, and positions your team in the blue ocean, not the red. We talk through how to sell without selling — how a softer approach to biz dev can actually lead to big wins, without the yucky “hard close” tactics. We get real about what’s actually working for agencies right now. It’s not AI shortcuts, or shouting into the void. It’s clarity. It’s generosity. It’s building a system that reflects your smarts — and delivers client value on Day One. What you will learn in this episode:  Why you should be ridiculously specific How to finally niche with clarity How agencies can teach generously and still win more right-fit clients Why developing and documenting your own methodology is non-negotiable for scaling — or selling — your agency What “eating your own dog food” really means in today’s credibility-driven market How to create content that whispers instead of shouts — and actually converts Free Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/ Order your free paperback or Kindle copy of our Book: Sell with Authority

For this episode of Sell With Authority we’re zeroing in on something every agency needs — trust at scale. Not vanity metrics. Not louder messaging in an already crowded feed. Real credibility — earned in public — where your right-fit clients are watching, judging, and deciding whether you’re the expert worth hiring. The noise isn’t going away. And if you’ve been putting in the work — creating content, showing up on the right channels, following all the authority-building advice — but your pipeline still feels sluggish or unpredictable, you might be stuck in what we call “yelling in a crowded arena.” And that’s exactly why today’s conversation matters. According to Edelman’s 2025 Trust Barometer, nearly 70% of buyers say they’ve made a purchasing decision based on what they saw in public forums — reviews, comments, even how companies respond. Your agency’s reputation, and your clients’ reputations, are being shaped long before any discovery call gets booked. Your authority position isn’t just your content — it’s how you show up in conversations that are already happening online. What if you could help your agency — and your right-fit clients — show up more consistently, more authentically, and with more trust, without burning out your team? That’s why I’m excited to introduce today’s guest George Swetlitz, co-founder of RightResponse AI. George isn’t just another SaaS founder chasing trends. He knows how to lead teams, implement systems, and grow by solving real problems — repeatably. His mission now is giving agencies a way to scale review response, build trust across platforms, and mine authentic insight — all without sacrificing the human touch. If you’re looking for a smarter way to earn authority… If you want to build trust before that first meeting is even on the calendar… And if you’re curious how AI can actually help you do more with less — this conversation with George is one you don’t want to miss. What you will learn in this episode:  Why your authority position is decided before you ever get a meeting The moment when reviews and responses become the “make or break” for customer conversion A behind-the-scenes look at big AI vs. little AI How reviews, competitor analysis, and the “recency effect” can future-proof your authority in pitches and client retention Quantitative strategies to use reviews as data Why your website isn’t the center of your reputation universe How to step into a sales pitch armed with hard data about a prospective client’s competitive landscape Resources: Website: https://www.rightresponseai.com/ LinkedIn Personal: https://www.linkedin.com/in/george-swetlitz-7b43812/ LinkedIn Business: https://www.linkedin.com/company/rightresponse-inc/

Have you and your team started putting in the work to go narrow — made the commitment to niche down because that’s where the gold is? You’ve updated your positioning. Your message is feeling more dialed in than ever. And maybe you’ve even started saying “no” to wrong-fit clients. Awesome! But — your sales pipeline still feels a little unpredictable. Or, you’re doing all the right things but your content isn’t converting — and your ICP, or Ideal Client Profile, feels just out of reach. If that hits too close to home — this episode of Sell With Authority is going to be super helpful. My guest expert is Ana Laskey, data-driven Founder and President of Ground Control Research. Ana’s mission is to help agencies build better, more accurate ICPs by grounding them in real buyer intelligence. When your ICP is off — even just a little — everything downstream in your biz dev process suffers. That’s what Ana and I slice apart — her smarts on how to fix your ICP so you can raise the bar of excellence. Whether you’re just starting to niche down or you’ve been in your lane for years — this episode challenges and inspires you to revisit your ICP — and walk away with fresh ideas for how to make it sharper, more grounded — and sell more of what you. What you will learn in this episode:  Why most agencies’ ICPs are built on hope instead of data The “defined and validated” ICP approach The real math to prove why niching down is never too narrow A simple framework to validate your agency’s ICP through client conversations How to use AI tools to analyze client calls, extract real language, and sharpen your targeting Why ongoing customer listening can become your most reliable biz dev engine Resources: Website: www.groundcontrolresearch.com LinkedIn Personal: https://www.linkedin.com/in/anastassialaskey/ LinkedIn Business: https://www.linkedin.com/company/groundcontrolresearch/ Ana’s Bio Page: https://ana.bio/

Before I introduce our guest experts for today’s episode, I want to zero in on a problem that’s been coming up more and more in conversations with agency leaders. It’s a pain that sounds like this: “We used to have a strategic seat at our client’s table. They trusted our advice. They valued our expertise. Pricing wasn’t an issue. We felt like a true partner. But somewhere along the way, that shifted — and now we’re stuck reacting instead of leading.” If that feels a little too familiar, you’re not alone. But — there’s good news. That strategic seat can be earned back. Going forward, you can build every client relationship around your smarts, not just the deliverables. In today’s episode, we unpack exactly how to do that. We start with the numbers, with proving the impact of your work. Lean into — not away from — the metrics that matter most to your clients. When you can clearly show how your work is moving the needle on the KPIs they care about, you make your agency an easy yes. That’s why I’m so excited to introduce our guests for this episode of Sell With Authority, Mark Godfrey and Steve Evans from Parker Madison. Mark and Steve didn’t just want to stop being seen as only a branding agency — they built an entire methodology to change that perception. And they didn’t stop at strategy. They built metrics around it. Their framework is designed to quantify impact in a way that clients can see, feel, and trust — which earns back that coveted strategic seat. Also joining this conversation is our very own Director of Strategy and resident Mad Scientist, Hannah Roth. As many of you know, Hannah is in the trenches every day helping our clients sell more of what they do and future-proof their agencies. Get ready — in this episode, Mark, Steve, and Hannah are handing you the playbook. If you apply what you hear in this episode, you’ll have what you need to build a stronger methodology, tie it to measurable outcomes, and clearly communicate your value — earning that strategic seat at the table. What you will learn in this episode:  Why treating “brand” as just a logo or color palette will leave money on the table, and what it takes to change that mindset for good How to lean into the chronic pain point chipping away at agency-client relationships What makes a true, measurable agency methodology How Parker Madison built Lucidify, a system for dissecting and quantifying brand with 108 data points The Moneyball approach to agency work How to connect perception to performance and translate data into actionable intelligence that right-fit clients want Resources: Website: https://www.parkermadison.com/ LinkedIn: https://www.linkedin.com/company/parker-madison-marketing-stdo/ Steve’s LinkedIn: https://www.linkedin.com/in/partneratparkermadison/ Mark’s LinkedIn: https://www.linkedin.com/in/parkermadison/

I’m excited to welcome our guest expert to this episode of Sell With Authority, Mark Duval. If this is your first introduction to Mark — he founded The Duval Partnership back in 2007 and brings over 25 years of client-direct biz dev experience to the table. Mark and his team specialize in helping agencies design and implement smart, strategic growth initiatives — from new client acquisition to organic growth and diversification. When Mark and I first connected, we started talking shop. Biz dev challenges, what’s working, what’s broken, and what agency leaders are wrestling with right now. In that conversation, Mark dropped two letters that stopped me in my tracks. P. X. — Prospect Experience. That’s the lens Mark and his team use to help agencies get razor-sharp clarity on their go-to-market strategy, how they’re nurturing leads after that first conversation, and how they’re moving opportunities forward — without it ever feeling like a hard sell. As Mark unpacked PX, I thought — holy bananas — this is gold! Once I saw how PX worked I knew we had to share it with our audience on Sell With Authority because — what if your agency could turn your consistently inconsistent biz dev efforts into a repeatable, smooth cadence that actually feels good to your prospect — and still drives results? If you take and apply what Mark shares in this episode — you’ll be in a stronger position to raise the bar of excellence in your agency’s PX, and that alone can make selling feel less like selling — and more like serving. What you will learn in this episode:  How “PX” or Prospect Experience, can be your agency’s secret weapon for attracting, nurturing, and converting right-fits Clarity around the three critical questions every agency must answer How to orchestrate each touchpoint so prospects are wowed at every stage The difference between service-focused and solution-focused messaging — and why it matters if you want to stand out Concrete strategies to ensure your outbound and nurture efforts are consistent, relevant, and measured for results How to proactively own your go-to-market approach The pitfalls of info@ email addresses and outdated voicemails The details that silently kill deals Resources: Website: https://duvalpartnership.com/ LinkedIn Personal: https://www.linkedin.com/in/duvalgroup/ LinkedIn Business: https://www.linkedin.com/in/duvalgroup/ The Agency News Business Blog: https://info.duvalpartnership.com/blog Services: https://duvalpartnership.com/services-for-agency-new-business/

Before we hit record on today’s episode of Sell With Authority, my team and I went deep. We poured over research, we sifted through data, and we asked ourselves a simple question: What do agency leaders need most right now? Agency leaders who’ve done the hard work to niche down, to plant your flag, to be known for something — but your content still isn’t converting the way it should — we built this episode for you. Across the agency landscape, a lot of smart, capable leaders are quietly pulling back. Frozen. Waiting for clarity. Wanting to be bold — but afraid to make the wrong move. We’ve been there. But here’s what we also know — because the data backs it up: Agencies that lean in, that make progressive decisions in uncertain times, are the ones that build resilience. Predictability. Trust. And growth — even 10x growth in some cases. That’s why I’m so excited for you to hear from today’s returning guest expert Sara Hanlon, co-founder of Peer Sales Agency. Sara is sharp, no-nonsense, and has a gift for helping B2B agencies get off the content hamster wheel and start building true momentum. Her focus? Not selling harder, but showing up smarter. Also joining is our very own Director of Strategy and Mad Scientist, Hannah Roth. If you know Hannah, you know she’s in the trenches every day with clients — helping them position their expertise, price their value, and build authority that generates demand. We unpack exactly how to lead with clarity, show up with generosity, and make your content strategy start pulling its weight. No hype. No guesswork. Just clear, practical insights to help you conquer uncertainty and roar through 2025. What you will learn in this episode:  What it takes to stand out and build trust with authority-driven content How to unify sales and marketing to drive consistent biz dev, stronger retention, and more referrals The most important meeting cadence and agenda to keep your team accountable and collaborative Why you should lean into your prospects’ pain The research-backed difference between agencies that freeze and those that double down How to align your goals so that you are showing up as a strategic partner — not just a vendor Resources: Website: http://www.peersalesagency.com/ LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/ LinkedIn Business: https://www.linkedin.com/company/peer-sales/ How to Create a Successful Buyer’s Journey, with Sara Hanlon