2Bobs—with David C. Baker and Blair Enns

David and Blair try to predict the future about what principals of creative firms can expect in their relationships with clients as the COVID-19 pandemic continues to impact business.

Blair and David address five common questions they have heard from creative entrepreneurs as they both have been helping firms navigate the economic changes being caused by the COVID-19 pandemic.

Given where the economy is currently heading, David offers a framework that can help principals of creative firms make those tough staffing decisions in a timely and considerate manner.

Dive into the art of crafting compelling proposals with multiple options that captivate clients. Discover how the psychology of choice influences decision-making and enhances perceived value. Learn about the significance of price anchoring and how to manage client expectations effectively. Explore innovative pricing strategies that align payments with the value provided, including performance-based incentives. Finally, uncover best practices in presenting pricing options, like using high anchor prices and naming options to clarify benefits.

Blair and David record a live episode at the Orpheum Theater in New Orleans for Bureau of Digital’s Owner Summit.   Thank you to Carl Smith and Lori Averitt at Bureau of Digital for hosting the live recording at the Owner Summit on February 7, 2020 in New Orleans. And thank you to the amazing staff at the Orpheum Theater for helping us with the production and staging!

David does all the heavy lifting for Blair in his recent article so they can finally discuss the overlap between Agile as a management method and pricing policy.   LINKS “Pros and Cons of Agile…in the Real World” by David C. Baker 2Bobs episode 78: “Phase Your Client Engagements” Manifesto for Agile Software Development “Agile is Dead (Long Live Agility)” by Dave Thomas   

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