2Bobs—with David C. Baker and Blair Enns

David and Blair follow up their previous discussion about how marketing firms have evolved, going deeper into how different service categories and positioning might look in the near future. Read this episode's transcript and get links to what was discussed at http://2bobs.com/podcast/how-categories-andpositioning-options-might-change

Creative or marketing firms look a lot different today than they did 20 years ago. What happened to the ad agencies and design firms? And what trends are Blair and David seeing as businesses and technology continue to evolve? Read the transcript and listen to more episodes at http://2bobs.com/podcast/the-evolution-of-a-marketing-firm

David keeps getting asked: “what multiple are you seeing these days?” As if there’s some simple, magic answer that’ll lead to a company’s value. EBITDA is a great tool…but an incomplete one.   Read the transcript and episode notes at http://2bobs.com/podcast/shortcomings-of-the-ebitda-multiplier

When someone makes Prospect Theory generalizations—saying that buyers either over-weight gains or over-weight losses—Blair wants us to remember that both are true at different times during the sales process, and we need to adjust accordingly at the right times to close the sale. Read the transcript and episode notes at http://2bobs.com/podcast/the-emotional-journey-of-buying-and-selling

Inspired by some observations of what sometimes happens to people on the journey from vendor to expert, Blair sees some newbie Win Without Pitching devotees going too far–power tripping. Read the episode notes and transcript at http://2bobs.com/podcast/hard-lines-soft-lines

Learn about the importance of simplifying and designing effective service offerings. The podcast discusses the problems of overwhelming menus and the need to align service offerings with ideal clients. It also explores the consumer decision journey and the significance of designing the middle, front, and final phases of a service offering.

In a follow-up to the popular “Secrets Behind the Killer Proposal” episode, David unloads everything firms can do to make sure their website is locked and loaded for winning over new clients (wink wink).

David has seven reasons for removing all barriers on his website for readers and prospects to access what he writes - but admits that it may not be for everyone. Read the show notes and transcript at http://2bobs.com/podcast/why-all-my-content-is-ungated

Blair details each buyer type (Convenience, Relationship, Price, Value, and Poker Player), and demonstrates how your proposal should do the negotiating work for you regardless of which type of buyer you’re selling to. Read the show notes and transcript at http://2bobs.com/podcast/selling-to-different-buyer-types

Blair discusses what they mean by having a process, how to develop it, what to avoid, and how your process at its highest level can be turned into valuable IP. Get the episode notes and transcript at http://2bobs.com/podcast/the-power-of-process