Sell With Authority

In this episode of Sell with Authority, we tackle one of the biggest challenges agency owners face — the constant cycle of feast and famine in business development. If you've been in the game for a while, you know exactly what I mean. One minute, you've landed several new clients, and everything's humming along. The team is busy, cash flow looks great, and the office energy is high. But then — it hits. A client moves on, another cuts back on their budget, and suddenly, you're scrambling to fill the gaps. It's a rollercoaster — and one too many agencies never escape because they don't harness the power of automation to stabilize their biz dev efforts. That's exactly why I'm thrilled to welcome today's guest expert, Clate Mask, Co-Founder of Keap. For those of you who might not know, Keap is an automation platform we've used here at Predictive for over a decade. So — when Clate reached out to explore a content partnership, it was a no-brainer. We're already big believers in the platform because it helps solve this exact problem. Clate shares insights on how to integrate automation into your biz dev strategy — so you can start pulling yourself out of that feast and famine cycle. If you take and apply the golden nuggets Clate shares in this episode, you'll find new ways to automate your agency's biz dev process. Break free from the feast and famine cycle once and for all — because when you automate, you'll consistently sell more of what you do. What you will learn in this episode: How personalized communication and automation can coexist to enhance right-fit client relationships The first step to starting automation for agencies Types of lead magnets that resonate with your target audience and drive lead-gen How lifecycle automation can prevent operational inefficiencies How to turn SOPs (standard operating procedures) into strategic automated processes that streamline business operations Resources: Website: www.keap.com LinkedIn Personal: https://www.linkedin.com/in/clate-mask-b0b386128/ LinkedIn Business: https://www.linkedin.com/company/keap-growing/ Growth and Freedom Playbook

In this discussion, Erik Jensen, Chief Strategy Officer at Predictive ROI, shares valuable insights on nurturing leads to boost sales for agency owners. He introduces the transformational triangle framework, emphasizing its role in enhancing client engagement and overcoming uncertainty in sales. Erik underscores the importance of identifying client pain points and aspirations, while discussing how clear business focus can drive success. He also highlights the significance of building trust through expertise and structured approaches in client relationships.

Before I tell you about today's episode of Sell With Authority, I want to share a quick update on our upcoming 2-day Intensive happening Wednesday and Thursday, November 6th & 7th, on Zoom. We'd love for you to join us as our free guest if you haven't already RSVP'd! During these sessions, we slice apart Predictive's best strategies for helping agencies sell more of what they do. We break everything down — with full transparency so you can take and apply the key takeaways directly to your agency. Our goal for the November Intensive? To help you nurture leads with excellence — so you can sell more of what you do. Back in July, we offered 30 guest seats, and they were reserved almost immediately. This time, we've opened up 100 guest seats for November — they'll go just as fast. Would you like to join us as our free guest on November 6th & 7th? Here's the magic — the Intensive is a private, client-only event: no selling, no pitching — just pure value. You'll be one of us, learning and collaborating with other agency owners. If that sounds helpful, just shoot me an email with the word "ONWARD," and I'll send you all the details, calendar invites, and private Zoom links you'll need. My email is stephen@predictiveroi.com. Speaking of nurturing leads with excellence — it's only fitting that I invited today's guest expert, Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive. Hannah works with agency owners and their teams daily to raise the bar on their nurture content, helping them sell more of what they do. In addition to leading strategy, Hannah also heads up Right-Fit Clients University. If you've ever downloaded one of our eBooks, strategic frameworks, or seen results from one of our Predictive Lab experiments — Hannah was instrumental in designing and leading that process. If you take and apply the insights and action steps Hannah shares today, you'll nurture leads with excellence, remove friction from your sales process — and yes — sell more of what you do. What you will learn in this episode: What it means to nurture relationships with right-fit prospects Why nurturing a prospect is a critical part of a strategic, relationship-focused sales process What an effective nurture process looks like How to close the gap between building a community and lead gen How you can join us as our free guest at the November Intensive Download our Free Frameworks to Help You Sell More of What You Do: Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients. Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee. Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals. Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients. 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

This episode of Sell With Authority is packed with insights around a BIG topic — building a methodology that will not only earn — but keep your agency in that coveted strategic seat at your client's table. But — building a methodology is just the first step. Once you have it, you've got to talk about it, and you've got to build a content strategy around it. It's what we call the Content Blueprint — and we pull back the curtain on building a Content Blueprint with the help of today's guest expert, Lisa Evano. Lisa is the President of Counterpart, and their mission is to help clients implement a sales enablement system that actually gets adopted by their salesforce. Lisa is joining Hannah Roth and me to help us sift through these big topics — methodology, content blueprint, and selling outcomes instead of selling stuff — and how she is leading her team down this very path. If you take and apply the golden nuggets Lisa shares in this episode, you'll be able to not only put your methodology on paper — but get crystal clear about how to talk about it to stay in that strategic seat at your client's table. What you will learn in this episode: How customer-centric processes can prevent inefficiency and fuel growth Key steps to preparing and implementing effective employee training from day one Why reinforcing core values can significantly improve employee satisfaction and retention Strategies for ensuring sales teams utilize the materials created by marketing to run like a well-oiled machine The 9 needs of adoption critical for successful sales enablement How value-based selling can create stronger relationships and boost your bottom line Resources: Website: www.counterpartcd.com LinkedIn Business: https://www.linkedin.com/company/counterpart/ Instagram: https://www.instagram.com/hellocounterpart/ YouTube: https://www.youtube.com/channel/UCgr_j6UiaDsA8_dg5lQfGaQ Vimeo: https://vimeo.com/counterpartcd Behance: https://www.behance.net/hellocounterpart SlideShare: https://www.slideshare.net/counterpartCD 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 have a special treat for you — we're taking a big twist. We're celebrating a significant milestone — episode 500 of StrategyCast, hosted by the brilliant Lori Jones. Lori is a seasoned marketing executive with a proven track record in strategic communications. Her expertise spans innovation, disruption, and visionary leadership — making her a standout in the agency space. For this milestone episode, Lori graciously allowed me the honor of interviewing her — flipping the script and delivering golden nuggets of wisdom galore. If you and your team are looking to maximize strategies and tactics that can help you close out 2024 strong — or to push past a plateau in your biz dev — don't miss this opportunity to learn from Lori. What you will learn in this episode: Why innovation, disruption, and vision are meaningful words for Lori Maximizing technology and strategy for right-fit clients Differentiating your agency from the sea of competitors Emerging trends in marketing and communications that we should be paying attention to Ways to adapt to recent innovations in marketing and strategy How to streamline the sales process by removing friction Examples of successful innovative marketing strategies Resources: Podcast: https://strategycast.com/ Website: https://avocetcommunications.com/ LinkedIn Business: https://www.linkedin.com/company/avocet-communications/ LinkedIn Personal: https://www.linkedin.com/in/lorisutoriusjones/ Facebook Business: https://www.facebook.com/AvocetCommunications/ Twitter Business: https://twitter.com/AvocetComm Twitter Personal: https://www.linkedin.com/in/lorisutoriusjones/ 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

Welcome to the Sell with Authority Podcast – I'm Stephen Woessner, CEO of Predictive ROI. If we happen to be meeting for the first time — Predictive ROI helps agency owners and their teams sell more of what they do…typically for a higher fee. We do that by helping our clients build an authority position in the niche they've decided to serve — and then — monetize that position by creating a steady stream of right-fit prospects flowing into their sales pipeline. If learning proven strategies, tactics, and best practices to help you sell more of what you do aligns with where you want to take your agency — you're in the right place. Today's episode is going to be a solocast. If you've been listening to the show for a while now – you know that about every 4-6 weeks, I record an episode where it's just you and me — so we can explore a topic with some real depth. But you may have noticed that within the last couple of months — I've recorded more solocasts than my normal cadence. I've done that for a couple of reasons. First — there have been a lot of biz dev situations, questions, etc., that we've helped agency owners in our community work through — and some are helpful examples that turn into specific teachable moments to share. Second — my Predictive team and I have been running at a breakneck pace with new experiments that we're putting through our Lab and then sharing the results during our Intensives. If you joined us for our July Intensive — you saw the results of an experiment that included 121,000 repetitions in the data set. Wowza. We're kicking off a brand new experiment in the Lab tomorrow that will include at least 50,000 repetitions, and we'll share the data set in full transparency during our next Intensive on November 6th & 7th. And Praise God — we've had the blessing of onboarding some new clients into the fold here at Predictive. All of that is to say — my schedule for interviewing guests has been challenging. But thankfully — that is changing. In fact — during our quarterly leadership team meeting — my fellow leaders…Erik, Megan, and Hannah — said, "Okay, Stephen — what needs to come off your plate so you can stay in the biz dev lane." Staying in my lane will give me the time and space I need to interview the long list of guests that I have been wanting to invite to the podcast…so stay tuned. But for today — I'm going to start us off by looping back to the new experiment and the 50,000 repetitions that I mentioned a minute ago. For years — we've taught a nurture and lead gen cadence that we've called "The 6:1 Ratio." It was published back in my second book and focused primarily on social media and how many personal or professional posts ought to be made — 6 — to every 1 "ask" post to create the optimal opportunity for conversion. One of our core values here at Predictive is "Life is not static," and we're always testing, adjusting, testing, adjusting, and testing some more. So on Thursday — we're launching a brand new, 4-part nurture email campaign and sharing it with all 50,000 agency owners and their teams inside our community. If you're on our email list — you'll receive a new email every Thursday for the next four weeks. We're doing this for three reasons: One — 50,000 repetitions for the November Intensive — the full data set. Two — nurture matters — it removes friction from the sales process. Three — to break down and illustrate our "4-part Nurture Methodology." What you will learn in this episode is: How to use the Transformational Triangle to create the foundation of your content strategy (Episode 124, "No Friction Lead Generation," breaks down the Triangle in specific detail) How to write effective emails to give your audience the impression that you have an inexhaustible stream of helpful content (Episode 116, "Email Writing Workshop," breaks down our email writing framework and process in specific detail) How to design and build your own strategic frameworks. Hannah Roth, our mad scientist and strategist here at Predictive, just authored a new ebook coming on strategic framework design. If you're part of our community — you'll receive a copy in your Inbox in mid-to late-September. And lastly — why creating a series of Transitional Moments that all work in unison will help nurture your prospects and move them up and down the sales funnel without them ever being made to feel like they're one of your prospects. You can go here for a specific video training on Transitional Moments. Download our Free Frameworks to Help You Sell More of What You Do: Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients. Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee. Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals. Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients. 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 are doubling down on value-based pricing to help you future-proof your agency. Our guest expert is a true authority when it comes to pricing and sales strategy. Blair Enns, the CEO of Win Without Pitching and the author of the widely acclaimed Win Without Pitching Manifesto joins the podcast. His latest book, Pricing Creativity: A Guide to Profit Beyond the Billable Hour, is a must-read for anyone looking to get a handle on pricing in their business. I was inspired by one of his articles on quantifying the value of pricing. Specifically, the part about 'the elephant in the room' when it comes to pricing really hit home — because we've all been there. The uncertainty pricing brings to agency owners is a challenge we just can't ignore. So, I knew we had to bring Blair on the show to dive into this topic and help us all navigate the complexities of pricing with confidence. And to make this conversation even richer, also joining is our very own Mad Scientist and Strategist, Hannah Roth. Hannah works tirelessly in the trenches with our clients, helping them fill their sales pipelines with right-fit clients so they can sell more of what they do best. If you're an agency owner struggling with pricing, this episode will give you the framework and confidence you need to untether from time-based billing. What you will learn in this episode: How to shift from selling inputs and outputs to focusing on value creation for right-fit clients Why mastering the value conversation can radically transform your agency's profitability Blair's simple – yet powerful – four-step framework for implementing value-based pricing How to view your client portfolio as an investment portfolio to tailor pricing strategies The pitfalls to avoid when transitioning away from traditional pricing models Resources: Website: https://www.winwithoutpitching.com/ LinkedIn Personal: https://www.linkedin.com/in/blairenns/ LinkedIn Business: https://www.linkedin.com/company/win-without-pitching/ Win Without Pitching Manifesto Pricing Creativity: A Guide to Profit Beyond the Billable Hour 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've got something really special lined up for you — something we've never done before. We're calling it a "Fireside Chat." It's a more laid-back, informal conversation, but packed with expert insights on a crucial topic for your agency's success — strategic partnerships. Also in the category of things we've never done before — Hannah Roth, our Mad Scientist and Strategist, and Erik Jensen, my business partner here at Predictive — are co-hosting the episode and interviewing our guest experts Tim Burk and TCB from Conduit Digital. Conduit Digital focuses on being a strategic partner, tailoring their methods to fit each agency's needs. Discover how agencies like yours can streamline, upgrade, and scale while reducing the inherent risks that come as your agency grows. What you will learn in this episode: Why articulating your point of view is critical — it can make a big difference for your agency! Creating your ideal client profile or Right-Fit Client avatar and how it can guide your strategies Why building a methodology to teach from is key Why you should aim for partnership over outsourcing The expectations you should have when creating strategic partnerships Expert advice for agencies looking to scale and improve performance Resources: Website: https://www.conduitdigital.us/ LinkedIn Business: https://www.linkedin.com/company/conduitdigital/ Facebook Business: https://www.facebook.com/ConduitDigitalUS/ Instagram: https://www.instagram.com/conduitdigital/ YouTube: https://www.youtube.com/c/conduitdigital Twitter: https://x.com/conduit_digitall TikTok: https://www.tiktok.com/@conduitdigital Additional Resources: Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Order your free paperback or Kindle copy of our book: Sell with Authority

Today's episode of the podcast is a solocast so that you and I could take a strategy from last week's episode and explore it with more depth. Last week — you may recall — I shared that one of the strategies that we taught during our July Intensive was what we call "No Friction Lead Generation." When you have built up enough trust, respect, and authority in the minds of your audience or prospects — that when they have an issue inside their business that aligns with your expertise — you get the call. Or — when you reach out to your audience and let them know you have a new program, service line, event, etc. at the agency — they raise their hands and want to attend or become your next new client. When that process runs smoothly — we call it No Friction Lead Generation — because, through your content and trust building, you have removed the "friction" from the sales process. And your prospects already know how you can help and they are eager for you to help when they have a need. No Friction Lead Generation is what we're going to focus on in this episode so you can create the right content — without it being a heavy lift on your shop — and you can build a steady stream of leads flowing into your sales pipeline because you followed the right recipe. Sound awesome? I promise you — if you put the takeaways into practice — you and your team will sell more of what you do — for a higher fee. What you will learn in this episode is: How to create what seems like an inexhaustible supply of helpful content for your audience How to identify the three or four business issues and challenges that you and your agency solve with excellence for clients How to take the business issues you identified and turn them into the foundation of your content strategy that builds your authority Why you should schedule time with someone on your team so they can interview you about each business issue and how your agency solves them How to implement the "7-1" cadence so that it delivers a steady stream of right-fit prospects flowing into your sales pipeline Download our Free Frameworks to Help You Sell More of What You Do: Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients. Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee. Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals. Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients. 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

Last week (July 30th and 31st) — my Predictive team and I hosted our latest "2-day Intensive." Every March, July, and November — we get our Predictive clients together for an "Intensive" where we peel back the curtain and share the results of the most recent experiment in the Lab, the actual results, and how to install it into their agencies. We promised all our clients—and the guests we invited- for the July Intensive—that we'd share the exact recipe for how we 10'xed our email list from 3,900 agencies to over 40,000 agency contacts in about six months. We walked everyone through the strategies, process, and every step-by-step ingredient in the recipe. After two amazing sessions, we looked back on the experience and thought, "Holy bananas—there were some really awesome takeaways here…not just the content we taught." For this episode of Sell With Authority, I will share that debrief with you and all of those bonus takeaways. Hope it's helpful! I promise you — if you put the takeaways into practice — you and your team will sell more of what you do — for a higher fee. What you will learn in this episode is: Why, when your agency "Eats its own dog food," you create trust with your prospects and clients Why you should never be scared about teaching the best of what you've got in full transparency How to build out and document your agency's methodology in a way that is unique and will set you apart Why you should never mix deliverables and outcomes — they are not the same, and clients will pay you much more when you deliver outcomes Why, when you include all five ingredients of our recipe in your proposals, you'll make your agency a much easier YES! for prospects Download our Free Frameworks to Help You Sell More of What You Do: Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients. Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee. Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals. Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients. 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