Blair wants firms to get paid to write their proposals, which is the first of his four phases of client engagement.   LINKS “Different Pricing Models” - 2Bobs episode 61 “A Beginner’s Guide to Negotiating” - 2Bobs episode 53 “Alternative Forms of Reassurance” - 2Bobs episode 46 Transcript

David keeps encountering clients who don’t appreciate how their account people actually contribute to their overall business, and Blair totally identifies with the traits that David describes.   2Bobs episode 44: “The Best Ways to Disrespect Account People”   WHAT ACCOUNT PEOPLE DO, IN BROAD STROKES: Pull necessary data from the client, even when it’s tough to get their cooperation. Sell recommendations back to them that are in their best interest. Lead the client. (Interesting fact: “strategy” is latin for “general” in army who leads.) Protect margins. Grow the account. Send the client to hell...and help them enjoy the trip (e.g., change orders). Read social signals and intervene before catastrophe strikes. Manage an account review, disputes, mistakes, etc. Follow client contacts to their next job. Keep ear to the ground as agency innovates client offerings.   PERSONALITY: Goal is authority and prestige. Judges others by their ability to verbalize and be flexible. Overuses enthusiasm, selling ability, and optimism. Fears boxed in environment without room to grow.

Blair and David share their frustrations around some contracts that they have been asked to sign, making it clear why they are not attorneys.   This episode does not contain legal advice. Get a lawyer for that: Sharon Toerek Candice Kersh Jeffrey Dermer Michael Lasky

David keeps seeing principals who get someone else to run their firm, which is not a good idea. Then he gets Blair's thoughts on why he thinks it happens.   Links David C. Baker Seminar Win Without Pitching Workshops with Blair Enns Built to Sell: Creating a Business That Can Thrive Without You by John Warrillow Entrepreneurial Operating System Traction Library The Outsiders: Eight Unconventional CEOs and Their Radically Rational Blueprint for Success by William Thorndike

David and Blair discuss the appeal and pitfalls of recurring revenue models and the trade-offs involved in pursuing monthly recurring revenue. They explore the differences between customized and productized services and the challenges faced by clients who try to create a productized service but end up wanting to customize it. The hosts also explore the motivation behind agencies deciding to productize their services and the trade-offs involved, as well as strategies for implementing recurring revenue effectively.

David brings up one of Blair's favorite topics: how they keep themselves and their clients from being trapped by requests for proposal.   LINKS 2Bobs episode 70, “The Only New Business Indicator That Matters”

  Blair and David share what they have learned as they have recorded 2Bobs podcast episodes for almost 4 years - what has worked well, what has been challenging, and what they would recommend to those agency principals who might be considering their own podcast.   LINKS The Soul of Enterprise Episode 15: “The Best Learning Method Ever Devised: After Action Reviews” with Ron Baker and Ed Kless Build a Better Agency with Drew McClellan EconTalk with Russell Roberts Marcus dePaula, podcast producer and consultant   BLAIR'S PODCASTING SETUP Telefunken M82 dynamic XLR microphone Audient iD4 audio interface Rolls MS111 Mic Mute Senal SMH-1000 Professional Field and Studio Monitor Headphones Apple QuickTime Player app for AIFF audio recording using the Maximum quality setting Skype for the conversation (audio only)   DAVID'S PODCASTING SETUP Sennheiser HMDC 27 Professional Broadcast Headset with custom extension cable (so David can roam as he records) Audient iD4 audio interface Rolls MS111 Mic Mute Rogue Amoeba Audio Hijack for WAV audio recording of both David's mic and the Skype call (as a backup) Skype for the conversation (audio only)   MARCUS' EQUIPMENT RECOMMENDATIONS MARCUS' REMOTE RECORDING INSTRUCTIONS USING CLEANFEED.NET

Blair and David consider the hundreds of firms they have each worked with over the years to identify the characteristics of highest performing firms and what they have seen agency principals do to succeed.

Blair shares some new data (at the time he and David recorded this discussion in January of 2016) that points to the one variable that can predict the likelihood of a prospect hiring your firm.

David wants to know if Blair thinks it's harder for creative firms to find great prospective clients, or great employees, as they unpack how to attract the right candidates using a “lead generation” plan.   Ideas for “Lead Generation” of candidates: Social media presence Guest teach a single class at a known school that typically turns out a best student every semester Offer your facility as a meeting place for trade/association meetings Put a rotating art gallery with an open house when the display rotates Quarterly webinar for prospective employees on topics they would be fascinated with, including guests (or even a podcast) Skill-building workshops open to the community, bringing in expert teachers Build a model that depends on a steady rotation of contractors to test them out Keep a great relationship w/ employees who leave you—they are frequently your best people when they return after an interim education somewhere else