Hannah Roth, Predictive ROI's mad scientist and strategist, shares her expertise on selling with confidence. She highlights critical insights from her work with agency owners, emphasizing the shift from selling deliverables to outcomes. Hannah reveals how to build confidence in sales conversations by asking the right questions and understanding client needs. She discusses the importance of 'conceptual agreements' for establishing trust and aligns pricing strategies with business goals to enhance value perception. This conversation is packed with strategies for overcoming sales challenges!

To celebrate our 100th episode, I am excited to welcome our guest expert, Drew McLellan, to the Sell With Authority podcast. This is Drew’s second time on the show and it seems fitting to have him mark this milestone. He is not only my most trusted business advisor — but he’s also been my best friend in the world for the better part of a decade. Drew is the CEO of Agency Management Institute — which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability – and of McLellan Marketing Group. He walks the walk — and he pours the best of what he’s got into his community. In this episode, we focus our attention on how to build a community around the niche you want to serve. In our conversation, we talk through how hosting a live event can be an exceptional strategy for growing your audience — and being helpful. Drew shines a light on how to become a leader in the community by coming from a place of great love and a true commitment to serve. What you will learn in this episode: Why Drew empowers agency owners to find right-fit clients by niching down How to build a community around the niche you want you want to serve and what you want to teach The power of hosting live events as a strategy for audience growth and support How to create a successful conference without losing your house The building blocks of the Build a Better Agency Summit Resources: Email: drew@agencymanagementinstitute.com LinkedIn: www.linkedin.com/in/drewmclellan Website: https://agencymanagementinstitute.com/ Episode 2 of Sell With Authority: How to Sell with Authority, with Drew McLellan Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

I am thrilled to welcome our guest expert, Sharon Toerek, back to this episode of Sell With Authority. It’s her third time appearing on the show with us, but for those who are meeting her for the first time, she’s the Founder of Toerek Law and the host of the podcast “The Innovative Agency”. Sharon is also Predictive’s wicked smart intellectual property attorney and has reviewed and advised us with our client agreements and created our buy-sell and partnership agreements. She has been helping professionals in the advertising, marketing, and creative services industries protect and monetize their intellectual capital, and manage the legal implications of their marketing and advertising work. On this episode, Sharon and I focus our discussion on agency-to-agency collaborations. We delve into how to manage risk — and the key documents to have in place when agencies go down the collaboration route to save time, stress, and money. In our conversation, we go through the steps agencies should take before diving into an agency-to-agency strategic alliance. Sharon emphasizes the importance of creating agreements for each stage of the collaboration between agencies. We also discuss her recommendations on an ideal timeline to establish such contracts so agencies don’t put the cart before the horse. Applying what Sharon gives you during this episode will help you grow your agency in 2024 — and — protect your shop along the way. What you will learn in this episode: Defining what is a strategic alliance and understanding its three kinds Establishing the similarities and differences between agreements between contractors or freelancers and agreements between agencies Understanding the ins and outs of white-labeling, especially when dealing with licenses Steps to take from a contract perspective before diving into a strategic alliance The importance of an umbrella document for every referral an agency receives The ideal timeline for drafting agreements Resources: Website: legalandcreative.com LinkedIn: https://www.linkedin.com/in/sharontoerek/ Twitter: https://twitter.com/SharonToerek The Innovative Agency Podcast Yours, Mine and Ours: Legal Considerations in Agency-to-Agency Strategic Alliances Q&A Session Episode 52 of Sell With Authority: How to Protect Intellectual Property, with Sharon Toerek Episode 59 of Sell With Authority: AI Copyright Law, with Sharon Toerek Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

I am excited to welcome our guest expert, Chris Slocumb, to this episode of Sell With Authority. She is the Founder of Clarity Quest Marketing and has worked with digital health, life sciences, and technology firms on marketing strategy, business planning, and marketing implementation. Chris presently holds eight U.S. patents and is a Forbes Agency Council member. She is also author of the brilliant book Stop Starvation Marketing. In this episode, we dive deep into the challenges agency owners face when thinking about how to raise the bar of excellence in how we show up for our clients and right-fit prospects. During our conversation, we discuss the methodology and the moves that agency owners need to put into place to stop starvation marketing. Chris also sheds light on how we can double down on selling with our hearts and minds — and move past conversations that focus exclusively on features, advantages, and benefits. When we get all of this right — growing an audience and attracting a steady stream of right-fit clients is much more efficient because you focus on helping your audience solve real business issues, challenges, and problems that are creating chronic pain inside their business. What you will learn in this episode: The challenges agency owners face when thinking about content, customer journey, leads, and sales in biz dev strategy The Tower of Power Methodology and its most important part Three keys to building a strong foundation Moves that agency owners need to put into place to stop starvation marketing How to create emotional connections that transcend conversations about features and benefits Resources: Website: https://www.clarityqst.com LinkedIn Personal: https://www.linkedin.com/in/chrisslocumb/ LinkedIn Business: https://www.linkedin.com/company/clarity-quest-marketing Stop Starvation Marketing: 23 Power Growth Moves for Health Tech, IT, Biotech Companies Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

I am excited to welcome our guest expert, Jody Grunden, to this episode of Sell With Authority. Jody has been on the front lines navigating agency ownership for over two decades. He Co-Founded Summit CPA Group, a trailblazing firm that pioneered fully distributed operations and became the top provider of Virtual CFO Services in North America. In 2022, Summit joined forces with Anders CPAs + Advisors, rebranding as Summit Virtual CFO by Anders. On this episode, we dive deep into the challenges, opportunities, and everything in between that agency owners — just like you and me — face everyday. In our conversation, we tackle key areas that can make or break your agency’s success. Jody sheds light on why building a thought leadership position is crucial — and — how to do it. We also take a comprehensive look into the key metrics that Jody and his team use to keep clients on top of their game, maximizing profitability and growth — and ensuring a healthy sales pipeline. What you will learn in this episode: How merging Virtual CFO Services into the agency space lead to accelerated growth Why Jody does not want CFOs to be solely agency focused The key reasons building a thought leadership position is pivotal The model Jody created to build a thought leadership position Ways Jody continued to grow his authority position through thought leadership Vital metrics for a healthy pipeline of right-fit clients Resources: Website: https://www.summitcpa.net/ Virtual CFO Consultation LinkedIn: https://www.linkedin.com/in/jodygrunden/ Facebook: https://www.facebook.com/vcfobyanders Twitter: https://twitter.com/vcfobyanders Tiktoc: https://www.tiktok.com/@vcfobyanders Instagram: https://www.instagram.com/vcfobyanders/ Youtube: https://www.youtube.com/@vcfobyanders Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

I am thrilled to welcome our special guest experts, Brian and Kim Walker, back to this episode of Sell With Authority. Brian and Kim are the Co-Founders of Shop Marketing Pros, an agency that specializes in top-tier marketing in their niche of the auto repair industry. In episode 90 of the podcast, Brian and Kim shared how they strategically and systematically stepped into a niche — and then — completely immersed themselves into the industry. They described how they dove in with both feet and how that level of proactivity has propelled the agency they own today in miraculous ways. In this encore episode, we talk specifics about how they carved out their authority position serving their niche. We shine a spotlight on how they approach content, teaching, giving, and acts of service — the kind of dedication that makes them an easy “YES” for right-fit prospects. Get ready to crush 2024 — with the tools and insights Brian and Kim share — and make it your best year ever! What you will learn in this episode: Why Brian and Kim do not create content to sell — and — the approach they take instead How Brian and Kim successfully marketed their shop during the COVID crisis The benefits of teaching, connecting, serving, and sharing generously Specific authority building strategies for serving your niche Why it is important to share the spotlight with knowledgeable members on your team Resources: Website: https://shopmarketingpros.com/ LinkedIn: https://www.linkedin.com/company/shop-marketing-pros/ The Auto Repair Marketing Mastermind Facebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind Episode 90 of Sell With Authority: How to Dive Deep into the Niche, with Brian and Kim Walker Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

For this episode of Sell With Authority, we invited a guest expert to help us navigate the critical intersection between growth and profitability in the agency world. Joining the podcast is Marcel Petitpas, CEO and Founder of Parakeeto. Not only is he the brains behind Parakeeto, but he’s also a sought-after speaker, podcast host, and consultant specializing in agency profitability optimization. Marcel helps agencies measure and improve their profitability by simplifying operations and reporting systems. As we charge forward into 2024, we’re all about growing revenues, expanding our teams, and achieving new heights. But here’s the catch — growth doesn’t automatically translate to more profit. Without a strategic plan, your enthusiasm could take a hit when your topline soars, but your bottom line doesn’t keep pace. Marcel guides us through the metrics that matter and when to pay attention to them — because — no matter how big or small your agency is, profitability should always be top of mind. We never outgrow the need to be smart and vigilant about how we run things. We help you craft a plan so that as you and your team grow revenue in 2024 — your profit also grows at the same or better pace. What you will learn in this episode: Why measuring metrics and agency finances is absolutely critical The difference between delivery margins and delivery costs Ways to improve delivery margins How time tracking can be leveraged to collect more information about your agency How to calculate utilization rate to maximize profitability Resources: Website: https://parakeeto.com LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/ Facebook: https://www.facebook.com/agencyprofitability Twitter: https://twitter.com/Parakeeto Agency Profit Toolkit Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

In this episode of Sell With Authority, we dive deep into not one — but two opportunities that could be absolute game-changers for your agency. Opportunities that won’t just make your agency easier to say yes to — but will open up the door for more conversations with your dream prospects. More at-bats with right-fit clients — Holy Bananas! First, we shine a spotlight on getting in front of more prospects by growing your list. Our guest expert, the brilliant Colleen Gallagher, President and CEO of OnWrd & UpWrd, has an ingenious strategy. Imagine introducing your agency to your dream prospects without the typical, “Hey, let me email you our capabilities deck.” Colleen and her team cracked the code, and we unpack the brilliance behind it. We don’t stop there. After you implement Colleen’s savvy approach and find yourself in more meaningful conversations, we turn to the second opportunity — leaning into the business issues and challenges obstructing growth for your prospective clients. This is not just about identifying pain points — but removing the thorn from their side, addressing the issues causing real discomfort. Colleen walks us through how her team does it. It’s about becoming a strategic partner, not just another vendor. I’m not alone in this conversation; joining me is our very own mad scientist and strategist here at Predictive, Hannah Roth. With her hands-on experience working alongside our clients, she brings a unique perspective to the table. So, whether you’re a seasoned agency pro or just starting out, get ready to crush 2024 and sell more of what you do — because you got the at-bats you needed, and you made yourself an easy yes for right-fit clients. What you will learn in this episode: The strategy behind the awards campaign Colleen and her team launched to recognize and honor associations for their outstanding work in communication and innovation The obstacles the agency faced in getting the campaign launched, and how they overcame them How OnWrd & UpWrd used AI to streamline their process Why staying on the pulse of right-fit clients’ needs is crucial for agency success Why metrics alone are not enough — how you deliver them matters more Actionable tips for success in client relationships and overall business growth Resources: Website: https://onwrdupwrd.com/ Linkedin Personal: https://www.linkedin.com/in/colleen-lerro-gallagher/ LinkedIn Business: https://www.linkedin.com/company/onwrd-upwrd/ Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

How to Ask a Proper Question? Win business and elevate your communication skills with our guide on how to ask a proper question. How to ask a proper question? As the great Tony Robbins once said, “If you want to change the trajectory of your life … ask better questions.” Here at Predictive, we’ve taken that philosophy to heart — especially when it comes to working with our clients. Today, we’re turning the spotlight on the art of questioning and how it can be a game-changer for your agency. In this episode of Sell With Authority, we focus on how to raise the bar of excellence in the questions we ask clients and right-fit prospects. You see, in the world of proposals and client interactions, it’s not just about the pitch; it’s about asking the right questions at the right time. How can we map out questions, rehearse scenarios, and fine-tune our approach to help clients not just get proposals accepted — but truly understand if an opportunity aligns with their agency? Here’s a stat that will grab your attention — the typical proposal acceptance rate for an agency hovers around 25-30%. That means a lot of non-billable time is invested in opportunities with a low probability of success. But, armed with the right questions and a sprinkle of Conceptual Agreement, your agency’s win rate can soar to an incredible 80%. Asking good questions may be simple, but not always easy. That’s why I invited Jody Sutter for an encore episode so she could share her insights and wisdom about which questions we should ask — and when we should ask them. Jody is the brilliant mind behind The Sutter Company, a consultancy specializing in advising small agencies and marketing services firms on growth strategies. Her expertise lies in how to ask a proper question, asking questions and the kind of questions that break the ice, engaging clients in the process, and ultimately facilitating decisions that benefit both parties. If you apply the wisdom Jody imparts in this episode, you will change the trajectory of your agency for the better — so you roar through 2024! What you will learn in this episode is about how to ask a proper question: Why questions play a fundamental role in the power of the pitch How to ask a proper question that are helpful, not confrontational Why the second best answer to a “yes” is actually a “no” Jody’s expertise around the nuance of when to ask the framework questions A few basic preparation questions you should be sending in writing to right-fit prospects Resources: Learn more about how to ask a proper question, you can Jody here LinkedIn Personal: https://www.linkedin.com/in/jodysutter/ LinkedIn Business: https://www.linkedin.com/company/the-sutter-company/ YouTube: https://www.youtube.com/@thesuttercompany/featured Learn more about How to Ask a Proper Question by tuning in on our first episode with Jody: Best Business Development Programs Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group

As we pondered how to best be helpful in this episode of Sell With Authority, we realized that the landscape of social media has evolved dramatically. So — we decided to dive into a biz dev topic that’s been two decades in the making. It’s no longer just about “likes”, “comments”, and “shares” at the top of the funnel when utilizing social media. In 2024 and beyond, clients want more — they want measurable impact on sales at the bottom of the funnel. So, buckle up because today, we unravel the mystery of driving sales through social media with a methodology our guest experts have coined as “Social that Sells.” I was intrigued when I heard them describe it as a “strategic trifecta of tactics that will help your client or brand foster a community ready to convert.” Who wouldn’t want a community ready to convert, right? Leading us on this expedition are two brilliant minds, Alina Sutherland and Josephine Agrawal, Founders of Pomona Creative. They built their “Social that Sells” methodology brick by brick, and today, they graciously share the secrets behind its success. Also joining me is our very own mad scientist and strategist here at Predictive, Hannah Roth. She brings a unique perspective from the trenches, working daily alongside our clients, helping them build authority positions and fill their sales pipelines with the right-fit prospects. Throughout this episode, we quiz Alina and Josephine on how they built it, how they executed it, and the jaw-dropping results they’ve seen. If you take and apply the golden nuggets shared during this episode, you will be ready to crush 2024 and make it your most successful and profitable year yet — because you harnessed the power of Social that Sells. What you will learn in this episode: How social media evolved from a personal tool to a giant marketing tool The Social that Sells Methodology How Pomona Creative built the Social that Sells Methodology How to execute the Social that Sells Methodology Results that Pomona Creative has seen utilizing Social that Sells Methodology Ways agency owners and strategic consultants can enhance social media presence Resources: Website: https://www.pomonacreative.com/ Instagram: https://www.instagram.com/pomonacreative/ Pomona Creative LinkedIn Josephine Agrawal LinkedIn Alina Sutherland LinkedIn Additional Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group