2Bobs—with David C. Baker and Blair Enns

Explore the evolution of hiring practices as creative firms grow. Discover how budget constraints affect early hiring and the shift from generalists to specialists. Learn the importance of strategic recruitment to enhance company capabilities and the risks of hiring high-profile talent that might disrupt company culture. Plus, uncover the essential phases of career growth, emphasizing self-discovery, management skills, and an ownership mindset for professional success.

Dive into the intriguing concept of the barbell of pricing risk, blending finance with fitness for creative agencies. Discover how to balance low and high-risk pricing strategies while challenging traditional notions. Explore the complexities of venture capital and risk management, and how calculated risks can lead to growth. The discussion also touches on the broader applications of this strategy across various domains, emphasizing thoughtful risk-taking and personal risk tolerance in business decisions.

Blair interviews David about his new book on selling professional services firms. They dive into the complexities and trends in the market, including various exit strategies and the growing interest from private equity. The discussion covers valuing these firms, emphasizing buyer intentions and negotiation strategies. Listeners gain insights on navigating business negotiations and the challenges of due diligence, all while recognizing the importance of making informed decisions amidst potential distractions.

Discover the power of asking the right questions in the creative industry. The discussion reveals how insecurities lead professionals to prioritize answers over inquiry. Learn about the shift towards an inquiry-based approach for fostering client insights. Explore how questions serve as crucial tools for effective communication in sales and consulting. Delve into the art of meaningful conversations, highlighting curiosity and active listening as keys to deeper understanding.

Explore the concept of being the 'advantaged player' in sales and how recognizing inherent advantages can shape outcomes. Learn the art of strategic questioning to identify decision-makers while navigating buyer irrationalities. Discover key strategies for gaining behavioral concessions that reveal client needs. Delve into the subtle dynamics of control in negotiations, emphasizing composure and strategic awareness to achieve successful outcomes. This engaging discussion offers valuable insights for anyone looking to enhance their sales effectiveness.

Blair Enns, author of "The Four Conversations" and founder of Win Without Pitching, shares insights from his extensive sales experience. He introduces a practical framework designed for B2B service providers to boost closing ratios and proposal values. The discussion highlights the unique challenges of selling expertise and the necessity for tailored strategies rather than conventional sales methods. Enns emphasizes mastering four critical conversations that establish a strong client connection while reflecting on the emotional endeavor of writing his comprehensive guide.

The hosts celebrate their journey and share insights from their 200 episodes. They delve into the dynamics of their creative collaboration and the delicate balance between spontaneity and structure. Humorously reflecting on their least popular moments, they examine audience engagement and the importance of differing perspectives. They also explore future possibilities, including live recordings and listener participation. With gratitude, they inspire new podcasters by sharing key factors behind their success and growth.

Discover six key principles that empower account managers to deliver strategic guidance in creative firms. Delve into the evolving role of these professionals, balancing client interactions with internal communications. Explore the crucial timing for involving subject matter experts and how to manage client relationships effectively. Learn about the differences between junior and senior roles in advertising and the challenges faced when promotions don’t align with skills. Plus, the importance of sales prowess in understanding and meeting client needs.

Blair Enns, an expert on business positioning and pricing, dives into the dangers of commodifying services, especially during economic downturns. He discusses how strong branding and strategic thinking can help maintain a business’s unique value. The conversation explores the pitfalls of hourly billing and urges adopting strategic pricing that reflects client value. Additionally, Blair highlights challenges in marketing educational offerings and shares insights on leveraging AI without surrendering perceived value. Practical tips for negotiation are also featured, emphasizing the importance of maintaining distinctiveness.

In this engaging conversation, guest Rand Fishkin, a marketing expert well-known for his insights on reliable channels, joins David, an advocate for email marketing. They delve into the enduring effectiveness of email newsletters despite modern trends suggesting otherwise. Topics include the 'en-shitification' of digital platforms, the history and evolution of email, and the significance of nurturing audience relationships. Fishkin and David emphasize email's cost-effectiveness and its powerful role in building industry visibility, all while navigating the complexities of content creation.