Sell With Authority

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I’m excited to welcome our guest expert to this episode of Sell With Authority, Mark Duval. If this is your first introduction to Mark — he founded The Duval Partnership back in 2007 and brings over 25 years of client-direct biz dev experience to the table. Mark and his team specialize in helping agencies design and implement smart, strategic growth initiatives — from new client acquisition to organic growth and diversification.

When Mark and I first connected, we started talking shop. Biz dev challenges, what’s working, what’s broken, and what agency leaders are wrestling with right now. In that conversation, Mark dropped two letters that stopped me in my tracks.

P. X. — Prospect Experience.

That’s the lens Mark and his team use to help agencies get razor-sharp clarity on their go-to-market strategy, how they’re nurturing leads after that first conversation, and how they’re moving opportunities forward — without it ever feeling like a hard sell.

As Mark unpacked PX, I thought — holy bananas — this is gold!

Once I saw how PX worked I knew we had to share it with our audience on Sell With Authority because — what if your agency could turn your consistently inconsistent biz dev efforts into a repeatable, smooth cadence that actually feels good to your prospect — and still drives results?

If you take and apply what Mark shares in this episode — you’ll be in a stronger position to raise the bar of excellence in your agency’s PX, and that alone can make selling feel less like selling — and more like serving.

What you will learn in this episode: * How “PX” or Prospect Experience, can be your agency’s secret weapon for attracting, nurturing, and converting right-fits * Clarity around the three critical questions every agency must answer * How to orchestrate each touchpoint so prospects are wowed at every stage * The difference between service-focused and solution-focused messaging — and why it matters if you want to stand out * Concrete strategies to ensure your outbound and nurture efforts are consistent, relevant, and measured for results * How to proactively own your go-to-market approach * The pitfalls of info@ email addresses and outdated voicemails * The details that silently kill deals

Resources: * Website: https://duvalpartnership.com/ * LinkedIn Personal: https://www.linkedin.com/in/duvalgroup/ * LinkedIn Business: https://www.linkedin.com/in/duvalgroup/ * The Agency News Business Blog: https://info.duvalpartnership.com/blog * Services: https://duvalpartnership.com/services-for-agency-new-business/

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Before we hit record on today’s episode of Sell With Authority, my team and I went deep. We poured over research, we sifted through data, and we asked ourselves a simple question:

What do agency leaders need most right now?

Agency leaders who’ve done the hard work to niche down, to plant your flag, to be known for something — but your content still isn’t converting the way it should — we built this episode for you.

Across the agency landscape, a lot of smart, capable leaders are quietly pulling back. Frozen. Waiting for clarity. Wanting to be bold — but afraid to make the wrong move.

We’ve been there.

But here’s what we also know — because the data backs it up: Agencies that lean in, that make progressive decisions in uncertain times, are the ones that build resilience. Predictability. Trust. And growth — even 10x growth in some cases.

That’s why I’m so excited for you to hear from today’s returning guest expert Sara Hanlon, co-founder of Peer Sales Agency. Sara is sharp, no-nonsense, and has a gift for helping B2B agencies get off the content hamster wheel and start building true momentum.

Her focus? Not selling harder, but showing up smarter.

Also joining is our very own Director of Strategy and Mad Scientist, Hannah Roth. If you know Hannah, you know she’s in the trenches every day with clients — helping them position their expertise, price their value, and build authority that generates demand.

We unpack exactly how to lead with clarity, show up with generosity, and make your content strategy start pulling its weight.

No hype. No guesswork. Just clear, practical insights to help you conquer uncertainty and roar through 2025.

What you will learn in this episode: * What it takes to stand out and build trust with authority-driven content * How to unify sales and marketing to drive consistent biz dev, stronger retention, and more referrals * The most important meeting cadence and agenda to keep your team accountable and collaborative * Why you should lean into your prospects’ pain * The research-backed difference between agencies that freeze and those that double down * How to align your goals so that you are showing up as a strategic partner — not just a vendor

Resources: * Website: http://www.peersalesagency.com/ * LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/ * LinkedIn Business: https://www.linkedin.com/company/peer-sales/ * How to Create a Successful Buyer’s Journey, with Sara Hanlon

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Welcome to the Sell With Authority podcast. I’m Erik Jensen, co-owner and Chief Strategy Officer here at Predictive ROI.

If you’ve been a longtime listener, you might be wondering, where’s Stephen’s voice?

Don’t worry, there hasn’t been a coup. This isn’t a mutiny. Stephen’s daughter is graduating, and we lovingly kicked him off the mic for the next few weeks so he can fully enjoy that special time with his family. We miss him — but we’ve got you covered.

We built this podcast specifically for you — the agency owner looking to sell more of what you do, in a way that builds a more scalable, more sustainable business — regardless of whatever challenges might be around the next corner.

Today’s episode is the final installment in our four-part series on the four reasons agencies struggle with sales — and more importantly — how to fix them.

I’m excited to sit down again with Hannah Roth, our Director of Strategy and resident mad scientist. Hannah and I are in the trenches every single day, working with agency owners to tackle the issues that keep them stuck.

Sales is almost always one of those issues.

In this episode, we dive into what we call the practice problem.

Why does every sales call feel like the first time? Why do we expect to nail the pitch, but never actually practice it? In any other part of business, that would be nuts.

But in sales, it happens all the time.

So today, we’re going to break that pattern. We unpack how to build a sales process you can actually improve, how to create a system for feedback and iteration, and how to show up to your sales calls ready — not rusty.

What you will learn in this episode: * The #1 reason agency sales calls always feel new — and how to fix that with one rock solid framework * Why practicing your sales process matters as much as practicing any craft * The 3.5-step process to running a winning sales call — and where most agencies get it wrong * The “Help Me Understand” question framework that turns every discovery call into a trust-building, opportunity-finding powerhouse * How to use flashcards, role-play, and real-world feedback to refine your sales message and increase your close rate * Why practicing out loud is the best way to show up confidently

Resources: * Website: www.predictiveroi.com * Visit our newly expanded Resource Library * Join us in our free How to Fill Your Sales Pipeline Facebook Group * Erik’s LinkedIn: http://www.linkedin.com/in/erik-jensen-b9946068/ * Hannah’s LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/ * Order your free paperback or Kindle copy of our Book: Sell with Authority

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Welcome to Sell With Authority. I’m Erik Jensen, Co-Owner and Chief Strategy Officer here at Predictive ROI — and yes, you are in the right place. If you’ve been a long-time listener, you’re probably thinking, wait a second, where is Stephen’s smooth, signature intro?

I’m stepping in because Stephen is celebrating his daughter’s graduation. We lovingly kicked him off the mic for a few weeks so he can soak up that family time.

Today, I’m joined by my strategic co-pilot and our Director of Strategy, Hannah Roth. She’s our in-house mad scientist when it comes to helping agency owners get unstuck.

In this special series, we’ve been diving into key reasons agencies struggle with sales, and more importantly, how to fix them.

In today’s episode, we tackle what we call “the consistency gap” — that lack of a repeatable, dependable sales process.

If you’ve found yourself uttering words like “It depends”, or “I meant to follow up”, this episode is for you.

What you will learn in this episode: * Why a lack of consistency in your sales process will keep you stuck * The secret ingredient to a 28% bump in close rates * How to align sales and operations so you sell what you promise * The real reason your custom proposals are killing your profitability * How to fix the anxiety of “playing defense” in sales calls by tightening your value ladder * Why rinsing and repeating your best offers is the best move to stand out and sell more of what you do

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Welcome to the Sell With Authority podcast. If you’ve been with us for a while, you’re probably expecting to hear Stephen’s voice kicking things off. But we’ve temporarily booted him off the mic — for a very good reason. His daughter is about to graduate, and we wanted to make sure he could soak up every moment with his family.

I’m Hannah Roth, Director of Strategy and mad scientist here at Predictive ROI and I’m stepping in as your host for the next few weeks. For this special four-part series, I’m sitting down with Erik Jensen — co-owner, Chief Strategy Officer, and my strategic co-pilot here at Predictive. Erik and I are in the trenches every day, helping agency owners like you solve the messy, complex challenges that keep your business stuck in place.

And one of those major sticking points?

Sales.

Today’s episode is part two, and we’re diving into what we call the Focus Fog.

Erik unpacks the risks of being the “everything agency” — and how your good intentions to do more might actually be clouding your sales process, confusing your prospects, and holding your agency back.

What you will learn in this episode: * Why the “focus fog” is quietly sabotaging agency growth and how to recognize it before it’s too late * The psychological drivers that keep agencies stuck as generalists * What happens when sales and ops don’t see eye to eye * How stacking 3-5 “lenses” helps your agency niche down without killing off creativity * Real research and stats proving highly specialized agencies land more right-fit clients * The hidden cost of one-and-done projects versus repeatable, scalable work * How clarity in your focus transforms sales, onboarding, marketing, AND lets you eventually escape founder-led sales

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Welcome to Sell With Authority! I’m Hannah Roth, Director of Strategy and resident mad scientist here at Predictive ROI. And before you double-check your podcast app — yes, you are in the right place.

If you’ve been a longtime listener, you’re probably used to hearing Stephen kick things off. But today, I’ve hijacked the mic for a good reason. Stephen’s daughter is about to graduate; CONGRATS to the whole Woessner crew!

We’ve gently nudged him off the show for the next few weeks so he can enjoy that special time with his family.

In the meantime, I’ll be your host for the next four episodes, and I’m really excited about what we have planned. Each week, I’ll be joined by Erik Jensen, my strategic co-pilot, co-owner, and our Chief Strategy Officer here at Predictive. We are in the trenches every day working with agency owners, helping them navigate the big challenges that hold them back from scaling with confidence.

Erik and I are kicking off a four-part series about why agencies struggle with sales — and more importantly — what to do about it.

In today’s episode we focus on what we call “The Referral Trap.”

Referrals are great… until they’re not. Too many agencies rely on them as their primary source of new business — but that’s risky.

We discuss why the illusion of “plenty of referrals” is so dangerous, and what to do before they dry up without warning.

What you will learn in this episode: * Why so many agency owners fall into the “referral trap” * The not-so-obvious risks of relying on referrals * How passivity with prospects infects your sales culture — and leads to missed revenue from both new prospects AND existing clients * The candid truth about “not having time” for sales * A rock solid step-by-step way to take control of your biz dev * Why your list is one of the most important assets that your agency can have * How to assess if your list is actually filled with viable prospects

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I’m super excited to welcome our guest expert today, Natalie Henley. If this is your first introduction to Natalie — she’s the CEO and Owner of Volume 9 Digital. She’s also a sharp speaker, trainer, and consultant.

But more importantly — Natalie is right in the thick of it.

She’s not just running the agency — she’s leading ops and sitting in the strategic seat with clients. She’s hands-on, gathering insights, solving real business problems, and applying that knowledge every single day.

That’s one of the biggest reasons I wanted to invite her onto the show.

The perspective she brings — from actually doing the work — is powerful.

Natalie shares the story of a custom dashboard they built at Volume 9. Not just some templated reporting tool — but a fully custom platform, designed from the ground up to help clients log in, check results, and truly understand what’s working. We also unpack all the lessons they learned along the way.

We also dig into a pivotal moment back in 2022 — when Natalie and her team made the bold decision to stop being all things to all clients. They simplified, refocused, and doubled down on the problems they solve best.

That clarity helped them build authority in the right niche — and made them a much easier yes for their right-fit prospects.

There’s so much in this episode that you can take and immediately apply — especially if you’ve been feeling stretched too thin.

Natalie’s insights will help you get clear, get focused — and sell more of what you do best.

What you will learn in this episode: * How Natalie developed an agency owner’s mindset by “learning how to sell — and how to be valuable” from the beginning * Why agencies must focus on the shortest path to client results instead of just racking up deliverables * The candid story behind Volume 9’s $500K dashboard investment * Why retention isn’t about fancy tech * The turning point when Volume 9 stopped being everything for everyone — and how they set boundaries for YES and NO

Resources: * Website: https://www.v9digital.com/ * LinkedIn Personal: https://www.linkedin.com/in/optimization/ * LinkedIn Business: https://www.linkedin.com/company/volume-9-inc/ * Instagram: https://www.instagram.com/volume_nine/ * Facebook: https://www.facebook.com/volume9inc * Volume Nine Resources: https://www.v9digital.com/resources/templates/

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I am beyond over the moon excited to have our very special guest expert on this episode of Sell With Authority, Laurie Mikes.

Laurie is the Chief Operating Officer of the Second Wind Agency Network, where she oversees daily operations and works closely with Second Wind’s member agencies. That gives her an incredible pulse on the industry — she truly has her finger on the trends, the challenges, and the opportunities agency owners are navigating right now.

I invited Laurie to the show because of her deep expertise around agency finance, growth, and operations. I was especially eager to have this conversation after reading a blog post Laurie wrote entitled, “Transparency Builds Trust with Clients.”

My Predictive team and I feel the same way.

We recommend that our clients build transparency right into their biz dev processes — teaching and sharing generously right from the onset of a new relationship.

When you do that, you remove friction from the sales process — and make it so much easier for your right-fit prospects to say “yes.”

That’s exactly where Laurie and I focus our time and attention in this episode — how you can build deeper trust with your right-fit prospects and clients.

If you take and apply the insights Laurie shares, you and your team will be better equipped to build trust faster — and that, in turn, will help you sell more of what you do.

What you will learn in this episode: * Why transparency is the foundation for building authority and winning trust with right-fit clients * How to openly share your agency’s process so prospects feel less like targets and more like valued partners * The #1 mistake agencies make trying to protect their “secret sauce” — and what to do instead * Why difficult, honest conversations actually get you a seat at the table as a strategic partner — not just a vendor * Real-world examples of onboarding practices that set the stage for long-term client retention and bigger budgets

Resources: * Website: https://www.secondwindonline.com/ * LinkedIn Personal: https://www.linkedin.com/in/laurie-mikes/ * LinkedIn Business: https://www.linkedin.com/company/second-wind/ * AGENCY WORKFLOW AND EFFICIENCY

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I’m excited to welcome our guest expert to the podcast today, Tim Kilroy.

If this is your first time being introduced to Tim — he’s the Founder of Build Your Agency Better, where he helps agencies fix what’s broken and grow the right way. He’s been in the trenches, he’s led from the front — and he knows his stuff when it comes to agency growth.

I invited Tim to join me today because I wanted to dig into his perspectives around agency biz dev — specifically, I recently read one of Tim’s LinkedIn posts and thought, “Yep — this is right on the money.”

The headline of that post? “5 things to fix that will boost your close rate.”

And that’s exactly what we unpack in this episode. Tim and I break down each of the five — piece by piece — so you can take his insights and apply them directly into your sales process.

I’d like you to keep two questions in mind as we go through Tim’s 5 fixes:

First — are you actually doing all five?

If not — you’ve now got a clear set of action steps to put into practice.

Second — if you are doing them — could you be doing them with deeper excellence, more consistency, and greater impact?

If you take the insights and wisdom Tim shares in this episode and actually apply them — you’ll remove friction from your sales process, you’ll create more momentum with prospects — and you’ll make your agency an easier “yes.”

What you will learn in this episode: * Why knowing what problem you’re solving, and for who, makes biz dev so much easier * Why premature pitching shuts down momentum — and how to keep your sales conversations on track * The “return on understanding” metric that could transform your discovery process * How to use your right-fit prospect’s language, pain points, and context to position your agency as an easy yes * Why clarity around next-steps is essential * The truth about many agency case studies * Simple but overlooked shifts that can turn your biz dev into a repeatable, reliable system — no matter what the market is doing

Resources: * Website: https://timkilroy.com/ * LinkedIn Personal: https://www.linkedin.com/in/timkilroy/ * LinkedIn Business: https://www.linkedin.com/company/agencygrowthcoach/ * Agency Assessment

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Now — more than ever — it’s time to double down on nurturing your leads with excellence, so you can sell more of what you do.

Back in Episode 131 of the podcast my business partner and Predictive’s Chief Strategy Officer, Erik Jensen, dropped some serious wisdom about how uncertainty kills sales.

He laid out how showing up consistently — for your audience, for your right-fit prospects, for your clients — with helpful, relevant content that leans into their biggest business issues — that’s how you remove friction from your sales process.

And when you do that — something pretty amazing happens.

You create hope.

You create certainty.

But maybe you’re thinking — well, that’s great in theory — and we think we know the challenges our prospects are facing — but we’re not 100% sure which ones they actually care about most.

That’s exactly what we dive into today with Erik — to help us go deeper.

Erik walks us through a quick refresher on what we call the Transformation Triangle — it’s one of the best tools we use when helping agencies and B2B businesses get clear on the real value they deliver and the real problems their prospects want solved.

But that’s not all.

We introduce you to a new strategy we call the 7:1 Cadence — a process Erik and Hannah built for collecting the right data, analyzing what’s working, and making smart adjustments to your content and distribution strategy.

The result?

Your prospects gain more certainty. You reduce friction. Your biz dev strategy wins more often.

If you apply the insights and action steps Erik shares, you and your team will remove uncertainty, collect better insights, and create content that actually lands with your right-fit prospects.

What you will learn in this episode: * How the Transformational Triangle can sharpen your agency’s focus * Why specificity creates certainty in your sales process and enhances client trust * Understanding your clients’ business issues versus tactical ones * Why the 7:1 Cadence is a game-changer for nurturing leads — and what it can reveal about your audience * How to refine your strategy using meaningful data and insights for faster, more lucrative decision-making

Resources: * Website: www.predictiveroi.com * Transformational Triangle: www.predictiveroi.com/triangle/ * Visit our newly expanded Resource Library * Join us in our free How to Fill Your Sales Pipeline Facebook Group * Erik’s LinkedIn: http://www.linkedin.com/in/erik-jensen-b9946068/ * Order your free paperback or Kindle copy of our Book: Sell with Authority

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Before I introduce you to our special guest expert today, I want to take a moment to share some context I think will tee up today’s topic — and why we wanted to have this conversation.

Right now, 70% of business leaders rank “showing care” as a top priority — but many of them struggle with how to express “care” effectively.

If you’re looking for strategies to make your agency an easy yes for your right-fit prospects — or how to get onto their radar in the first place — crafting a plan to build strategic engagement should be a key part of your mix.

That’s why we’re excited to have Jamie Shibley, CEO of The Expressory, back for this encore interview. We unpack the research findings, explore key insights — and most importantly map out some action steps you can take and apply right away.

I also invited Hannah Roth, our Director of Strategy and resident mad scientist here at Predictive, to join in the conversation. Hannah works in the trenches every day alongside our clients, helping them sell more of what they do.

If you take and apply the insights Jamie shares with us, you will absolutely help your right-fit prospects feel the care you want them to feel, deepen relationships — and sell more of what you do in the process.

What you will learn in this episode: * Why only 34% of companies craft a documented engagement strategy — and how you can easily outshine the competition * The key elements of a successful engagement strategy * How to implement a documented engagement strategy * Steps to shift from a transactional mindset to a relational one * The synergy between personal storytelling and intentional gifting * Real-world examples of how businesses use strategic engagement to fuel growth

Resources: * Website: https://www.theexpressory.com/ * LinkedIn: https://www.linkedin.com/in/jamie-shibley-76a3402/

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Before I introduce you to today’s guest, I want to take a quick moment to share a recap from our recent 2-day Intensive that we hosted for Predictive clients and guests on March 19th and 20th.

If you’re not familiar with our Intensives, three times a year — March, July, and November — we bring our Predictive clients together on Zoom for what we call the “2-day Intensive.” It’s where we pull back the curtain on Predictive’s best strategies and tactics, breaking everything down in full transparency so our clients can take the key insights and install them into their agencies.

This past March, we focused on one critical goal — helping agencies sell more of what they do.

Drew McLellan, CEO of Agency Management Institute, kicked things off on Day 1 with a deep dive into how to build and nurture a thriving community.

On Day 2, Hannah Roth — our Director of Strategy and resident Mad Scientist here at Predictive — absolutely crushed it. She walked us through key components of the sales process — including a technique she calls Align and Prescribe.

That’s exactly why I invited Hannah to join me on today’s episode. We break down Align and Prescribe step by step, so you can see how it works — and most importantly, how you can put it into action inside your agency.

If you take what Hannah shares today and apply it, you and your team will be Aligning and Prescribing like pros and closing more sales in a way that feels natural, confident, and right-fit.

What you will learn in this episode: * How to set the stage with confidence and own the conversation * Recapping your prospective client’s concerns turns potential pitfalls into trust-building moments * Hannah’s high impact questions that will shorten the sales cycle * How to leverage storytelling instead of relying solely on facts * The subtle transitions from help me understand calls to aligning on solutions that resonate deeply with right-fit prospects * How you can get Hannah’s new eBook on Align and Prescribe

Resources:

Website: www.predictiveroi.com
Visit our newly expanded Resource Library
Join us in our free How to Fill Your Sales Pipeline Facebook Group
Hannah’s LinkedIn: www.linkedin.com/in/hannah-roth-387a6b223/
Order your free paperback or Kindle copy of our Book: Sell with Authority

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I’m over the moon excited for today’s conversation because we have a special encore guest joining us — the absolutely brilliant Dia Bondi.

If you’re meeting Dia for the first time, here’s what you need to know — she works with senior leaders, founders, and ambitious professionals to help them find their voice and lead with it. She’s helped her clients secure hundreds of millions of dollars in decisions and resources that have shaped the future of their teams and businesses.

Back in Episode 143, I shared how my Predictive team and I first experienced Dia’s magic — watching her absolutely command the stage at the Build a Better Agency Summit in 2023. She had the entire room hanging on every word, and it was clear she had mapped a specific path for her audience. Every single piece of that keynote was intentionally framed. It was powerful, it was masterful, and in that episode, Dia and I broke down exactly how she did it.

We ran out of time though, before we could dig into something big — The Platform Map. That is the focus of this conversation.

Joining is our Director of Strategy and Mad Scientist, Hannah Roth. Hannah was in that same audience, experiencing Dia’s keynote in real time, and when I asked if she’d be game to join this encore, I barely finished my sentence before she said, “YES!!!”

If you take what Dia shares about Purpose, Providence, Point of View, and Principles — and how they all come together in The Platform Map — you’ll be able to build stronger rapport with your right-fit prospects — and make it easy for them to see why they should buy from you.

What you will learn in this episode: * How to cultivate the courage to speak from the heart and become a masterful communicator * Why aligning your authentic voice with your business strategy is key to leadership success * The power of using a framework — like the Platform Map — to develop a distinctive leadership voice * How your origin story and accomplishments serve as evidence of your unique voice * How you can join Dia for her next virtual session to develop your Platform Map

Resources:

Website: https://www.diabondi.com/
LinkedIn Personal: https://www.linkedin.com/in/dia-bondi/
LinkedIn Business: https://www.linkedin.com/company/dia-bondi/
Instagram: https://www.instagram.com/diabondia/
TikTok: https://www.tiktok.com/@diabondi
The Transformational Voice Intensive: https://www.diabondi.com/intensive
Resources for Podcast Listeners: https://www.diabondi.com/swa
Ask Like An Auctioneer: https://www.diabondi.com/book
How to Master the Perfect Ask, with Dia Bondi

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I am thrilled to introduce my guest expert for this episode of Sell With Authority, Taylor McMaster. She is the Founder and CEO of DOT & Company, where they specialize in helping agencies take exceptional care of their clients so agency owners can stay focused on what truly moves the needle — like growing the shop.

Taylor is an expert in account management. She knows all the big and small details that make an excellent account manager…excellent.

Today we focus on a thin slice of account management — and it’s the slice that takes place immediately after your client says yes to what you put forward during your biz dev process.

You already know that onboarding isn’t just about executing strategies and tactics — it’s your client’s first proof point that they made the right decision in hiring your agency.

Did they pick the right team?

Did they invest in the right expertise?

It’s on you to reaffirm that they made the best choice.

But here’s the challenge—how do we do that with excellence?

That’s exactly why I invited Taylor onto the podcast. We peel back the layers of DOT & Company’s client onboarding system so you can implement these strategies inside your agency.

If you take what Taylor shares and put it into action — you’ll raise the bar of excellence in your onboarding process.

That will make selling more of what you do feel like a lighter lift.

What you will learn in this episode: * How Taylor pivoted from owning a marketing agency to creating an account management agency — and why it skyrocketed * Why prioritizing proactive communication post-sale is key to building confidence and trust with right-fit clients * Balancing automation with a personal touch in the onboarding process * How to delegate task-oriented client information gathering without overwhelming them * Setting the gold standard for account management — and why it’s crucial to articulate these standards clearly

Resources:

Website: www.dotandcompany.co
Facebook: https://www.facebook.com/dotandcompany
LinkedIn: https://www.linkedin.com/in/taylormcmaster/
Instagram: https://www.instagram.com/dot_and_company/
YouTube: https://www.youtube.com/channel/UC9_2hri1R1uaNTGeZr0Oyxg/

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If you’ve been here before, you know at Predictive we’re all about helping agency owners sell more of what they do for a higher fee. That’s why I’m super excited for today’s conversation — because I have the privilege of introducing you to our guest expert, John Heenan.

If this is your first time meeting John — he’s an agency new business expert who rolls up his sleeves and works directly with small to mid-size agencies to refine their biz dev strategy, build out their teams, and execute in a way that wins new business.

Recently, I was reading through John’s blog, and one particular post stood out to me: The Business Development Dilemma. In it, he wrote, “In the agency business — standing still is moving backward. The agencies that will win are those that take proactive steps now to grow and evolve.”

I couldn’t agree more!

After reading his post, I immediately reached out to John and invited him to join me on the podcast — so we could dig deeper into the dilemmas he outlined.

The reality is that the way we go to market, serve our clients, and even how our clients measure success has shifted. And the way we integrate all of this into our biz dev strategy is critical to ensuring that your agency isn’t just another option — but the only option.

Delivering great work is one thing. Teaching and selling from a position of authority — so you’re the only one in the room — is quite another.

If you take and apply the insights John shares — you won’t be caught standing still.

Instead, you’ll be positioning your agency to sell more of what you do in 2025.

What you will learn in this episode: * Why John believes agency mergers and acquisitions will spike, boosting agency prospects in 2025 * How agencies are moving toward full-funnel capabilities that combine both performance and brand * How data management agencies are evolving into comprehensive customer experience providers * Knowing your agency’s DNA to leverage your biz dev strategy * Ways to be ready for market changes * Key factors for crafting a distinguished agency positioning strategy

Resources:

Website: https://jheenan.com/
LinkedIn Personal: https://www.linkedin.com/in/jheenan/
LinkedIn Business: https://www.linkedin.com/company/jheenan-consulting/

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I am over the moon excited to have today’s brilliant guest expert returning to this episode of Sell With Authority. If you’re meeting Marcel Petitpas for the first time — he was my guest generously sharing his wisdom in episodes 95 and 111 of the SWA podcast. He’s off the charts awesome!

If you don’t already know Marcel, he’s the CEO and Co-Founder of Parakeeto — and an expert on agency profitability.

Today, we dive deep into a critical topic: why scaling your agency without keeping a close eye on profitability can actually do more harm than good.

Marcel shares his smarts around the intricate world of profitability traps —those sneaky pitfalls that can quietly erode your margins if you’re not paying attention — and secretly derail your agency’s success.

We explore cash flow traps — how payment terms and project timelines can create cash crunches if you’re not careful.

We also break down the myth of revenue versus AGI and why a $10 million agency with razor-thin margins might need to operate more like a $1 million shop to stay healthy.

If you’ve heard him before — you know Marcel backs up his insights with numbers and examples. He goes by the math to illustrate all of the key points in detail.

So grab your notepad to double down on strategies that will help you sell more of what you do — and drive agency profitability.

What you will learn in this episode: * The difference between cash and accrual accounting — and why getting it wrong will set you back * How to recognize and navigate the cash flow traps that could be sabotaging your agency’s profitability * The misleading nature of revenue figures and the significance of focusing on AGI (Agency Gross Income) * Why simply having more clients or projects isn’t a surefire way to increase your bottom line * How payment terms might be quietly eroding your cash reserves — and what you can do to rectify it * Smart strategies for structuring contracts and payment schedules to improve financial predictability * The psychological shift you need to make to step away from the trap of a false sense of financial health

Resources:

Website: https://parakeeto.com
LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/
Facebook: https://www.facebook.com/agencyprofitability
Twitter: https://twitter.com/Parakeeto
Instagram: https://www.instagram.com/getparakeeto/
Agency Profit Toolkit
The Parakeeto Foundations Course
Software as a Science: Unlock Limitless Recurring Revenue Without Losing Control

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I am super thrilled to welcome back today’s encore guest, Karl Sakas. If this is your first time meeting Karl, he was the brilliant guest expert back in Episode 79 of Sell With Authority, where we dug into his expertise on helping agencies work less and earn more.

In that episode, Karl and I broke down three key pieces of the biz dev process — niche, refining and delegating. In this encore interview, we take it further. We peel back even more layers of biz dev and then connect it directly to operations.

Wondering why you and your team should care about this conversation?

Recently, Hannah, Erik, and I were working with a client here at Predictive, helping them map out what we call the HERO Offer — and then shaping all the sales language they’d use to tee it up in a conversation with a right-fit prospect. Everything was rolling. Great momentum.

And then — we hit resistance.

So we tapped the brakes and asked, “Wait, what’s happening here?”

After some digging, we realized the HERO Offer wasn’t fully aligned with how their team actually operated and delivered work. That moment was a huge Ah-Ha! Had we not paused and had that candid discussion, selling more would’ve just meant more chaos.

So — this episode is about calming the chaos in your agency. Karl breaks down the root causes of chaos inside an agency as well as how to fix it — so you can make it easier to deliver the services your right-fit clients need — and easier to sell more of what you do.

What you will learn in this episode: * How to identify and define chaos in your agency * The root causes of chaos * Why the three A’s of communication are pivotal for organizational success * The importance of syncing your biz dev processes with operations * A framework for making delegation effective * Strategies to handle leadership challenges and drive profitability * Advanced retrospectives for vision-setting and strategic growth

Resources:

Website: https://sakasandcompany.com/
LinkedIn Personal: https://www.linkedin.com/in/karlsakas/
LinkedIn Business: https://www.linkedin.com/company/sakas-&-company/
Facebook: https://www.facebook.com/SakasAndCompany/
Twitter: https://twitter.com/KarlSakas
Instagram: https://www.instagram.com/SakasandCompanyTeam/
Calm the Chaos: 10 Ways to Run a Better Agency: https://sakasandcompany.com/lp/calm-the-chaos-book/
Steps in the Sales Process, with Karl Sakas

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Here at Predictive, we’re all about sharing the strategies and frameworks that help agency owners sell more of what you do — with confidence and authority.

That’s why I’m thrilled to welcome our guest expert, Scott Ramey, to this episode of Sell With Authority. Scott is a sales expert with 30 years in the trenches, and former Fortune 500 C-suite executive with more than $100 billion of sales under his belt. Today, Scott is the Founder of The Ramey Group.

I’ve been especially looking forward to this conversation because we have a rule we live by when we teach — and that’s The Power of Three.

We design our frameworks in 3’s.

We organize our episodes in 3’s.

We run 3 Intensives each year — March, July, and November.

Scott also believes deeply in The Power of Three, and we break down his Power of Three into core questions that you can start using right away — the next time you and your team are prepping for a conversation with a right-fit prospect.

Scott’s model not only simplifies messages — but also fosters authentic connections and lasting impressions with right-fit prospects, setting you apart from the sea of sameness.

If you take these insights and apply them, your right-fit prospects will see and hear that you’re all about helping them win.

And when they see that — saying yes becomes a lot easier.

What you will learn in this episode: * How you can tap into the “Power of Three” to crush anxiety and build confidence in right-fit client conversations * The secrets to making your pitch memorable * Showing up 100% present for your audience — it’s time to double down on empathy and authenticity * How to create a lasting impact by leaving your right-fit prospects with hope and vision * Why owning your voice is the doorway to owning the room and securing the pitch

Resources:

Website: https://thescottramey.com/
LinkedIn: https://www.linkedin.com/in/scott-ramey-53977b14a/
Facebook: https://www.facebook.com/scott.ramey.52/
Instagram: https://www.instagram.com/the.scottramey/

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I am thrilled to have today’s guest expert, Mandi Ellefson, joining this episode of Sell With Authority. Mandi is the creator of the Scale to Freedom Growth Model and helps agency owners refine their offers and attract premium clients willing to pay higher fees.

And she does it fast — within 90 days.

At Hands-Off CEO a large part of Mandi’s work is listening, gathering data, and filtering it through her deep experience to identify the trends that will reshape agency services in the coming years.

And that’s exactly what we’re diving into today.

We are peeling back the layers on trends Mandi and her team are tracking right now — and most importantly — how you can use these insights to position your agency as a must-have strategic partner in 2025.

This conversation explores the significant impact of AI on client expectations, the trend of companies in-housing their work, and the urgent need for agencies to become irreplaceable strategic partners.

2025 is the year for you to step up and own that strategic seat at the table — and sell more of what you do as a result.

What you will learn in this episode: * How to harness AI to boost your agency’s strategic expertise * “Conditions for success” and how identifying them can lead to tenfold client results * How you can position your agency as an irreplaceable strategic partner * The impact of “the great in-housing wave” and how the smartest agencies are future-proofing their business models * Understanding the “strategy execution flip” * How your operations problems might actually stem from your sales processes and ways to fix that * Why clients are so desperate for strategic direction now more than ever

Resources:

Website: https://handsoffceo.com/
LinkedIn Personal: https://www.linkedin.com/in/mandiellefson/
LinkedIn Business: https://www.linkedin.com/company/hands-off-ceo/
Hands Off CEO: https://book.handsoffceo.com/book-org

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I am super excited about the conversation with my special guest joining this episode of Sell with Authority, Brett Gilliland.

Co-Founder and CEO of Elite Entrepreneurs, Brett and his team teach “The Proven Leadership System” to help 7-figure businesses scale to $10 million and beyond.

Before founding Elite Entrepreneurs, Brett spent 10 years helping Keap grow from a 7-figure software company to over $100 million in annual revenue. He’s an expert in leadership, strategy, and organizational development — and he’s helped hundreds of agency owners push past obstacles to hit new levels of success. Brett brings a treasure trove of expertise from his vast experience in leadership, planning, and operational discipline.

Here’s the reality — change is inevitable in business, and the key to thriving lies in being ready and adaptable.

All your work — all your long nights — all your weekends — all the blood, sweat, and tears you and your team are investing toward the goal of growing your shop — may be for naught if you don’t have a leadership plan in place for how you will deal with the challenges that growth presents along the way.

Brett shares how aligning everyone with your core purpose and values provides solid stability — giving your team the resilience and mindset to pivot and grow — no matter what change comes your way.

If you take and apply the insights and wisdom that Brett shares during this episode — you’ll be in the right position to raise the bar of excellence — and sell more of what you do.

What you will learn in this episode: * How to create leadership stability amidst chaos and change * The power of co-creating clarity with your team for collective success * Strategies to keep your business nimble and effective during adversity * Understanding the “What by When” mission to anchor your agency’s vision * How strategic focus can transform resource allocation and impact * The importance of onboarding in effective team integration

Resources:

Website: https://growwithelite.com/
LinkedIn Personal: https://www.linkedin.com/in/built2lastchamp/
LinkedIn Business: https://www.linkedin.com/company/elite-entrepreneurs/
Facebook: https://www.facebook.com/growwithelite/

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Before I introduce today’s guest expert, I have an exciting update to share about our upcoming 2-Day Intensive on Wednesday and Thursday, March 19th and 20th on Zoom.

During each Intensive, we bring our clients together for an exclusive event where we slice apart Predictive’s best strategies for helping agencies sell more of what they do.

We break every data set — every experiment we’ve tested through the Predictive Lab — down in full transparency so you can take and apply the key insights into your agency — and move further faster as a result.

Would you like to join us as our free guest on March 19th & 20th?

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.

Our March Intensive is all about shaking the trees so you can sell more of what you do — so it’s only fitting that I invited Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive, as today’s guest expert. Hannah works with agency owners and their teams daily to raise the bar of excellence.

If you apply the insights and action steps we share in this episode, you’ll get more at-bats with right-fit prospects — and sell more of what you do as a result.

What you will learn in this episode: * Strategies for shaking the trees the right way * How to avoid the common mistakes that lead to destructive cycle churn * Confidence in your offerings prevents desperate selling tactics * Why sending weekly emails and hosting Q&As can set you apart from the competition * Keeping core values, goals, and intentions at the forefront can help your agency say yes to the right opportunities — and no to the wrong ones * Tips on how to transition from a numbers game to a more intentional, strategy-driven approach

Resources:

Website: www.predictiveroi.com
Visit our newly expanded Resource Library
Join us in our free How to Fill Your Sales Pipeline Facebook Group
Hannah’s LinkedIn: www.linkedin.com/in/hannah-roth-387a6b223/
Order your free paperback or Kindle copy of our Book: Sell with Authority

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My Predictive team and I are here to help make 2025 the year you CRUSH your goals — and elevate your agency to new heights.

In this episode of Sell With Authority, we’re diving into a topic that’s essential for scaling your business development efforts. If you’re carrying the full weight of biz dev on your shoulders — it’s time to change that.

At Predictive, we’ve spent years experimenting in our lab, gathering data points, and refining our Sell with Authority methodology—a proven framework to help you sell more of what you do for a higher fee.

That’s where my very special guest expert, Jason Swenk, and I are focusing our time and attention in this encore episode.

Jason is the Founder of Agency Mastery 360, a unique consultancy designed to help marketing agency owners — just like you and me — grow their agencies faster.

You may remember Jason from episode 77 — we first tackled the topic of building a sales team.

Today, we pick up where we left off — digging deeper into designing the right offers, setting up pricing for success, and creating a team structure that works for your agency.

Whether it’s about enrolling more of your team into the business development fold or building out a dedicated sales team to take on some of the heaviest lifting — this episode is for you.

What you will learn in this episode: * Why drilling down into your Ideal Client Profile (ICP) is the key to scaling faster * How to craft and sell a compelling “foot in the door” offer that hooks clients * Proven strategies for training and empowering a high-performing sales team * Understanding prospect pain points and how to deliver exceptional value * Using inbound, outbound, and strategic partnerships to build a robust lead generation system * Key steps to lighten the sales burden off agency owners for more focus on growth

Resources:

Website: https://www.agencymastery360.com/
LinkedIn Personal: https://www.linkedin.com/in/jasonswenk/
LinkedIn Business: https://www.linkedin.com/company/agency-mastery/
Youtube: https://www.youtube.com/jasonswenk
Instagram: https://www.instagram.com/jswenk/

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I am beyond thrilled to welcome our special guest expert to this episode of Sell With Authority, Dia Bondi. If you haven’t had the pleasure of meeting Dia yet — let me tell you — you’re in for a treat.

Dia works with senior leaders, founders, and ambitious professionals to help them find their voice — and lead with it. Her work has secured hundreds of millions of dollars in decisions and resources, paving the way for the future of their teams and businesses.

I first experienced Dia’s incredible power from the stage — and I do mean power — at the 2023 Build a Better Agency Summit. Dia didn’t just speak; she commanded. She took us on a journey, crafting every moment of her keynote with precision.

Her storytelling, her ability to connect, and the way she brought us all into her world was absolutely brilliant.

In today’s episode, Dia shares some of her most impactful frameworks for setting up the perfect ask with your right-fit clients and prospects.

Dia helps you take WHAT you say — and HOW you say it — to a whole new level of excellence.

What you will learn in this episode: * Why courageous communication leads to the most impactful outcomes * How to prepare for — and excel in — high-stakes communication moments * Why understanding your right-fit client’s needs should come before any pitch * How to leverage storytelling for greater influence * Why practicing what you preach is non-negotiable for authentic leadership * How to use strategic asking as a success strategy

Resources:

Website: https://www.diabondi.com/
LinkedIn Personal: https://www.linkedin.com/in/dia-bondi/
LinkedIn Business: https://www.linkedin.com/company/dia-bondi/
Instagram: https://www.instagram.com/diabondia/
TikTok: https://www.tiktok.com/@diabondi
Resources for Podcast Listeners: https://www.diabondi.com/swa
Ask Like An Auctioneer: https://www.diabondi.com/book

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Today we’re kicking off 2025 with a special solocast of Sell With Authority designed just for you — agency owners striving to elevate your business and maximize your revenue.

In this episode, I share an inspiring story that’s all about grit, perseverance, and relentless focus. It’s the incredible journey of Sylvester Stallone — yes, the legendary Rocky and Rambo — who overcame staggering setbacks and rejection to become one of Hollywood’s most iconic figures.

Stallone’s story is a masterclass in following one course until success, or “F.O.C.U.S.” — a philosophy championed by John Lee Dumas on the Entrepreneurs on Fire podcast.

From enduring over 1,500 rejections to navigating immense personal hardship, Stallone’s unwavering commitment to his vision is a powerful reminder of what’s possible when you refuse to give up.

Relentless F.O.C.U.S. and dogged determination can turn dreams into reality.

Whether 2024 has been triumphant or tough for your agency — this episode offers a dose of inspiration and practical insights to make 2025 your best year yet!

What you will learn in this episode:

Follow one course until success — F.O.C.U.S.
How one of Hollywood’s most successful actors of all time overcame over 1,500 rejections to become an icon
You can transform rejection and adversity into fuel for your dreams
Why changing your approach could be crucial to finding success
How mindset and perseverance can set you apart from your competitors

Free 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

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I am super excited about this very special episode of Sell with Authority — because we’ve got something extra special for you.

We invited Susan Baier — the Founder and CEO of Audience Audit and our brilliant research partner here at Predictive ROI — back for a rock-solid encore interview.

When we go into the field to uncover the golden nuggets of insight that we turn around and share with you, it’s Susan and her incredible team — alongside our very own Hannah Roth, Predictive’s Director of Strategy and resident Mad Scientist — who are doing all of the digging and heavy lifting to make that happen.

Susan joins Hannah and I today to peel back the layers on a timely topic — the growing demand for agencies to provide specific metrics and results to their clients.

At Predictive, we firmly believe — just like Susan does — that everything is measurable. But — sometimes, you and your team need to think outside the box to uncover the story behind the data. And that’s exactly what we explore in today’s conversation.

Susan shares recommendations for some unique and creative ways agencies can measure the metrics that matter.

What you will learn in this episode: * How the increasing client demand for visible data over the last decade has affected agencies * The challenges in providing the metrics that matter and how to overcome them * Why strategic partners can offer the guidance you need in measuring the most meaningful data points * Why asking the right questions is the Golden Ticket * How to leverage AI in making data analysis more efficient and cost-effective

Resources:

Website: https://audienceaudit.com/
LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/
LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./
Facebook: https://www.facebook.com/AudienceAudit/
Twitter: https://twitter.com/susanbaier

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This episode of Sell With Authority just might make you rethink everything you know about pricing.

For today’s show, we invited Casey Brown to join us. She’s the Founder of Boost Pricing and proudly calls herself a “Pricing Geek.”

Casey was also one of the phenomenal keynote speakers at this year’s Build a Better Agency Summit. Hannah Roth and I were sitting front and center for her talk, and when Casey finished, we looked at each other and said, “Wow. Casey is brilliant—we have to get her on the podcast.”

And Holy Bananas — she said yes!

Our conversation today helps demystify pricing once and for all. Casey’s here to arm you with new strategies and tactics so you can confidently price your agency’s services and increase your profits.

What you will learn in this episode: * How fear can dictate your pricing decisions — and how you can avoid letting it * The significance of the acronym W.A.I.T. (Why Am I Talking?) in pricing conversations * Framing strategies when introducing charges to clients to ensure they grasp the value * Identifying services/products as “gasoline” or “hot sauce” to find the hidden value-laden items in your offering * The mindset shift needed for agency owners to command higher prices confidently

Resources:

Website: https://boostpricing.com/
LinkedIn Personal: https://www.linkedin.com/in/caseybrownboost/
LinkedIn Business: https://www.linkedin.com/company/boostpricing/
Twitter: https://twitter.com/pricingcasey
Fearless Pricing: Ignite Your Team, Own Your Value, and Command What You Deserve

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For over 30 years, I’ve worked in the trenches of agency new business strategy, working alongside and consulting with hundreds of agencies, business coaches, and consultants — teaching them how to plant their flag of authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

I founded Predictive ROI in 2009 and remain its CEO and co-owner, working alongside my business partner, Erik Jensen. I host the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. My agency new business and marketing insights have been featured in major media, and I’m the bestselling author of five books, including my latest entitled, “Sell With Authority.”

Here’s my hope for this solocast – to share an overall framework and principles for how you can architect your conversations with prospective clients so the discussions are super helpful to your prospects — and so the sessions feel like teaching. But — what you’re actually doing is demonstrating your methodology in action. And when you do that with excellence — there will be a moment in your discussion where your prospect says something like, “Wait a minute…I see what you’re doing here…and it’s awesome!”

It is absolutely possible to teach and sell simultaneously — and I’ll show you how in this episode.

During this Episode — you will learn how to: * How the “10 Truths of what makes someone an authority” play a vital role in this process * Why beginning with the end in mind is a must if you’re going to architect the right conversation with a prospect * Why teaching and selling simultaneously must begin with you “Eating your own dog food” * How to demonstrate your methodology in action during the sales process * How to “break the 4th wall” with your prospect in order to bring it all together

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I’m thrilled about welcoming today’s guest expert to join us on this episode of Sell With Authority, Katy Doss. Katy is the Founder and CEO of Script Marketing and Here Molly Girl.

She owns and leads not one — but TWO agencies!

Let me set the stage for why we thought this conversation would be so valuable.

Katy took a bold, creative leap when steering her agency into a niche. Instead of gradually repositioning her agency over a couple of years — she and her team dove headfirst into the deep end by creating an entirely new agency focused on their target niche.

Katy shares her remarkable journey of transforming her generalist agency, Here Molly Girl, into the niche powerhouse that is Script Marketing.

Running two agencies at the same time creates some unique challenges. We talk with Katy about how she prioritizes the moving pieces — and keeps all of this running smoothly while balancing the demands of two agencies.

Katy and her team show up like true partners — moving away from tactical, “vendor-like” conversations — to leading with outcomes.

I’m saying “us” because Hannah Roth is also joining this episode. She’s our Director of Strategy and resident Mad Scientist here at Predictive. Hannah works directly with clients every single day, helping them drive results — and sell more of what they do.

What you will learn in this episode: * The first step to getting intentional about biz dev * Why asking strategic questions and actively listening is key to building meaningful right-fit client relationships * The value of strategic partnerships over vendor relationships * Why niching down is essential for long-term agency success and sustainability * How Katy successfully narrowed her agency’s focus * Emphasizing value-based pricing and selling outcomes — rather than deliverables

Resources:

Website: https://scriptmarketingco.com/
Facebook Personal: https://www.facebook.com/katyharperdoss.art/
Facebook Business: https://www.facebook.com/scriptmarketingco/
LinkedIn Personal: https://www.linkedin.com/in/katyharperdoss/
LinkedIn Business: https://www.linkedin.com/company/script-marketing-co/
Twitter Personal: https://x.com/katyharperdoss
Twitter Business: https://x.com/ScriptMktgCo
Instagram Business: https://www.instagram.com/scriptmarketingco/
Pinterest: https://www.pinterest.com/scriptmarketingco/
YouTube: https://www.youtube.com/@ScriptMarketingCo
Spotify: https://open.spotify.com/show/62cdForlAnnBsOAUXccsKE
Apple Podcast: https://podcasts.apple.com/us/podcast/the-affluent-buyer-script/id1758125214

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I’m excited to welcome our guest expert to this episode of Sell With Authority, Sara Hanlon. Sara is the President and Co-Founder of Peer Sales Agency, a B2B marketing agency that’s all about driving sales.

If you’re meeting Sara for the first time, let me tell you — she’s not only super smart when it comes to B2B sales strategy, but she’s also created resources — like the B2B Sales Leader Guide — that can really help agencies level up.

With her deep expertise in sales-oriented B2B marketing, Sara shares helpful strategies on how to shift sales conversations towards a more research-oriented approach. It’s about truly understanding your clients’ pain points and goals — at every stage of the buyer’s journey.

Sara breaks down the essential approach of creating problem-focused content at the top of the funnel, introducing solutions in the middle, and building trust at the bottom with testimonials and case studies. She shares the “five deposits, one withdrawal” strategy for engaging right-fit clients and nurturing long-term relationships.

Some parts of today’s conversation might feel like a push — and that’s okay.

Other parts — you’ll likely find yourself nodding along, thinking, “Yep, we’ve got that one locked in.”

If you take Sara’s insights to heart and apply them, you’ll be positioned to sell more of what you do — for higher fees — and head into 2025 ready to raise the bar of excellence.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * How to transition from win or lose sales outcomes to a research-oriented approach * Uncovering client pain points using the Discovery framework * Crafting content strategies tailored for the top, middle, and bottom of your sales funnel * Utilizing the “five deposits, one withdrawal” method to foster meaningful right-fit client relationships * How to avoid common mistakes in agency pitches * Leveraging consistent, value-rich interactions to build trust over time * Which email you should never send

Resources:

Website: http://www.peersalesagency.com/
Sales Leaders Guide: https://peersalesagency.com/a-sales-leaders-guide-to-creating-b2b-buyer-personas/
LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/
LinkedIn Business: https://www.linkedin.com/company/peer-sales/

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This episode of Sell With Authority is all about demystifying that big, elusive buzzword we hear tossed around so often in marketing and sales — SEO.

Depending on your agency’s focus, some of your clients and prospects might be total SEO aficionados, while others see it as a bit of a black box.

And if we’re being honest — even those of us in the industry know that SEO can feel a little daunting at times.

That’s why we invited Michael Ter Mors to join us. Michael is a partner at Conifr, an SEO consulting agency that’s carved out a niche working with B2B SaaS companies, helping them fill their sales pipelines with the right-fit prospects. Conifr has this knack for making SEO not just accessible — but actually useful for driving growth.

We’re tearing down the myths of traditional SEO — and Michael shares how to align your marketing efforts to fill your sales pipeline with right-fit prospects.

I’m saying “we” because I’m thrilled to have Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive, joining us as well. Hannah works hands-on with clients every day, helping them drive results and sell more of what they do.

Whether or not SEO is your agency’s bread and butter, you will walk away with fresh ideas on how to frame what you do — and help your clients sell more of what they do.

What you will learn in this episode: * Why traditional SEO is dead * How to shift from outdated SEO metrics like “rankings” and “traffic” to a value-driven approach * Why it is crucial to understand your customer journey * The importance of aligning on business-critical metrics and speak your right-fit client’s language * The role proper analytics and transparency play in building trust * The integration of paid and SEO marketing strategies and why collaboration across channels is key

Resources:

Website: https://www.conifr.com/about
LinkedIn Personal: https://www.linkedin.com/in/michaeltermors/
LinkedIn Business: https://www.linkedin.com/company/conifr-media/

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I’m excited for today’s episode of Sell With Authority because we have an incredible guest expert joining us — Jason Kramer.

If you haven’t met Jason, he’s the Founder and CEO of Cultivize, a consulting firm that helps businesses select, onboard, and implement a CRM — and then — put a lead nurturing and sales process in place so those tools deliver real ROI.

Jason breaks down critical areas that will help your agency improve sales performance — from eliminating pipeline leakage to creating a structured, repeatable sales process.

We cover the sales process end-to-end — focusing on how a properly implemented CRM can support every stage of the journey.

It’s all about ensuring that every opportunity is nurtured with precision from first contact to closed deal.

If you take and apply the insights and wisdom Jason shares with you during this episode — you and your team will sell more of what you do.

What you will learn in this episode: * How effective CRM systems can diagnose “pipeline leakage” — and plug the leaks * Strategies for tracking where new leads come from and the importance of meticulous follow-up * How to nurture leads with excellence leveraging personalization * Ways to use AI tools to enhance the personalization of your follow-up communications * Tips on creating a structured, repeatable sales process to keep your sales pipeline flowing smoothly

Resources:

Website: https://cultivize.com/
Facebook Business: https://www.facebook.com/cultivize/
LinkedIn Personal: https://www.linkedin.com/in/jasonleighkramer/
Lead Nurturing Guide: www.afterthelead.com

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I’m thrilled to have Dan Englander as our guest expert on this episode of Sell With Authority. Dan is the CEO and Founder of Sales Schema, a fractional new business team for marketing agencies. He’s also the host of The Digital Agency Growth Podcast and the author of “Relationship Sales at Scale.”

Dan’s book perfectly captures one of the biggest challenges agency owners and their teams face when it comes to business development — how to open doors efficiently, build meaningful relationships, and fill your sales pipeline without getting bogged down by a slow, one-by-one approach.

How do you balance personalization with scale?

This is exactly where Dan shines.

“Building trust can be challenging, but the good news is that going in cold is no longer necessary. Your outreach does not have to summit a mountain but rather walk over a small hill — since the goal is not to build the trust needed to close a deal — but just enough to de-risk a conversation and create a relationship.”

We dive into this core concept from his book — how balancing personalization and scale is not only possible, but essential.

What you will learn in this episode: * How outbound marketing can fine-tune your overall marketing efforts * Dan’s approach to effective testing with smaller B2B sample sizes * Why agency owners should offload tasks to build an effective outreach system * The ideal team setup for outbound marketing * How simple, personalized touches can unlock significant opportunities

Resources:

Website: https://www.salesschema.com/
LinkedIn Business: https://www.linkedin.com/company/sales-schema/
LinkedIn Personal: https://www.linkedin.com/in/danenglander/
Facebook Business: https://www.facebook.com/salesschema
Salesschema.com/SWA

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I am super excited about today’s episode of Sell With Authority because we have a returning guest expert sharing his smarts — and if you’ve met him before, you already know how much value he brings.

David Jenyns is the brains behind SYSTEMology, and a master at helping agencies implement operational systems that elevate their game.

If this is your first time meeting David — buckle up — because his mission is something I know will resonate with you: freeing agency owners from the trap of being the “go-to” person for every problem in the shop. Instead, he teaches us how to put well-oiled operations systems into place — systems that allow us to step back, breathe a little, and lead at a higher level.

What would it feel like if you weren’t stuck managing the day-to-day chaos of operations? What if your time could be spent focusing on your most important priorities — the things only you can do?

And — how much more valuable would your agency be if it could run smoothly without you?

That’s what David’s Systemology is all about — giving owners like you and me the time, space, and focus to work on the business instead of being buried in it.

You’ll have the time you need to dedicate yourself to biz dev — and lead the charge for the agency.

If you take and apply the insights and action steps David shares during this episode — you’ll be well on your way to systematizing your agency so you can sell more of what you do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients...they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

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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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 45 days. You can find Conduit and all their helpful insights and smarts here.

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

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Before I tell you about today’s expert on this episode of Sell With Authority, here’s an update on our upcoming 2-day Intensive happening Wednesday and Thursday, November 6th and 7th.

We’d love for you to join us as our free guest if you haven’t RSVP’d yet!

During these Zoom sessions, we’ll break down Predictive’s top strategies for helping agencies sell more of what they do. And when I say “break down” — I mean we’ll pull back the curtain and give you full transparency so you can take the key insights and apply them directly to your agency.

What’s our goal for the November Intensive?

Simple — to help you nurture leads with excellence, so you can sell more of what you do.

Here’s the magic — this Intensive is a private, client-only event — no selling, no pitching — just rock-solid awesome value. You’ll be right there with us, learning and collaborating alongside other agency owners.

Now, more than ever, it’s time to double down on nurturing your leads with excellence, so you can sell more of what you do. And that’s exactly what we dive into today with Erik Jensen.

Erik is Chief Strategy Officer and my business partner here at Predictive. He spends his days working side by side with agency owners and their teams. His work often begins by peeling back the layers to deeply understand the core business issues and challenges that agencies are solving for their right-fit clients.

Here’s the kicker — he explains why that work matters and how the strategies these agencies use deliver the results they’re after.

If you apply the insights and action steps Erik shares, you and your team will not only nurture leads with excellence, but you’ll remove friction from your sales process — and ultimately sell more of what you do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * Why uncertainty kills sales * How to give your right-fit prospects focus * Ways to show up consistently and nurture your right-fit clients * How to use our transformational triangle framework to make yourself an easy yes for right-fit clients * How you can join us as our free guest at the upcoming November Intensive

Download our Free Frameworks to Help You Sell More of What You Do: * Get the WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients. * Get the WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee. * Get the HOW Framework™: Put a proven sales process into place and close 80% of your proposals. * Get the How You Help Framework™: Use this framework to make yourself an easy YES! for clients.

Resources: * Website: www.predictiveroi.com * Transformational Triangle: www.predictiveroi.com/triangle/ * 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

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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.

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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

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

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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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 45 days. You can find Conduit and all their helpful insights and smarts here.

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

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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

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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

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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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

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

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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

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

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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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode is: * How to create what seems like an inexhaustible supply of helpful content for your audience

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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.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

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.

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I am thrilled about this episode of Sell With Authority because it is super fun — and ridiculously helpful!

Hannah Roth, our mad scientist and strategist at Predictive, is back for another episode to debunk the myth that niching down is just about picking an industry.

Hannah has been diving into the latest Agency Edge research report. We walk through her observations and distillations — at a high level.

One standout point in the research is the importance of having a well-defined niche.

People are often scared to niche down because it feels like saying “NO” to revenue.

But — niching down allows you to say no to clients that cost you time, money, and sanity, and say yes to clients that are more profitable, better to work with, and actually appreciate the work your agency is doing.

We also discuss how to build a reputable brand, why consistent, helpful content is your golden ticket — and the importance of a solid referral system.

Evolving through multiple lenses — from industry and audience to methodology — can make your agency stand out and make it so much easier for clients to say yes.

Double down and future-proof your business by mastering your niche with the strategic lenses Hannah shares. You and your team will remove friction from the sales process — and sell more of what you do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode:

How to leverage six different lenses for niching down
Why niching down does not just mean picking an industry
Why building a rock-solid reputation within your niche is crucial
Steps to repurpose existing content into multiple formats
Key insights from the Agency Edge research report

Resources:

Predictive ROI Free Resource Library: https://predictiveroi.com/resources/
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
Agency Edge Research Series: https://agencymanagementinstitute.com/agency-tools/agency-edge-research-series/

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This episode is going to be one of those episodes where you ask yourself… “What in the world was that!?! – because that was ridiculously fun and super helpful!”

My guest expert today is Erik Jensen. In case you’re meeting Erik for the first time — he’s my business partner here at Predictive ROI, and we’ve worked alongside each other for well over a decade.

Erik has a depth of expertise in helping agency owners go deep into their niche to build their authority position — and then — monetize that position in the form of a steady stream of right-fit clients flowing into their sales pipelines so they can sell more of what they do.

If you’re a Predictive client — or if you’ve been a member of our community for a while now — you may also know that one of Erik’s superpowers is system design — and in particular — CRMs — so think all things email marketing, content, process automation, workflows, and e-commerce.

When Erik and I were thinking about him coming back to the podcast for another conversation — we explored the idea of focusing our time together around CRMs — and, in particular — how putting the right strategy and tech into practice inside your shop could help you streamline biz dev and ops — and in the process — help you sell more of what you do.

If you’ve ever considered or questioned how the right CRM — combined with the right automation — might help you and your team grow your audience, nurture leads, and increase sales — while streamlining processes and workflows — then this conversation with Erik is for you.

I promise you — if you take and apply the insights, wisdom, and expertise Erik shares during this episode — you and your team will find new ways to streamline biz dev and ops inside your shop so that you have the capacity to sell more of what you do.

What you will learn in this episode: * What is the difference between CRMs and email marketing automation platforms? * What are the top 3 questions Erik is asked when it comes to CRMs or email/marketing automation? * How could an agency owner and their team tell if or when they should consider moving from a MailChimp or Constant Contact to a CRM like Keap, Hubspot, GoHighLevel? * When Erik was evaluating all of the CRMs when choosing one for Predictive — what features and criteria were important to consider? * Why is Erik a fan of Keap’s automation builder? * If you’re considering onboarding a CRM — what would Erik recommend as your initial three action steps to start down that path?

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My guest on this episode of Sell With Authority has spent nearly 20 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies.

Corey Morris, President and CEO of Voltage returns for an encore interview.

Corey recently released his new book, The Digital Marketing Success Plan, and I’m thrilled to dive into the insights and strategies he shares.

To set the stage for our conversation, here’s an excerpt from Chapter 10 of Corey’s book where he touches on a significant trend in the digital marketing landscape. Quoting Corey:

“A trend I’m seeing personally and can validate through feedback I see with over two dozen other agency owners — that I believe will continue to grow–is brands having less patience with agencies. On the positive side — companies want to work with agencies that know what they’re doing and are the best at doing it.

That means constantly bringing new ideas and thinking deeply about their business overall.

Unfortunately — many companies have been burned by bad agency relationships.

Whether due to talking big and not delivering, trying to be full service and do everything at a level of deep expertise, or just not being a right fit for other reasons like niche, price, strategy, etc. — most companies have had a bad experience with agencies at some point.

Combine that with shorter-than-ever tenures for CMOs and the fact that so many agencies sound the same and have similar messaging — agencies are getting fired at a record rate.

That means that being an expert or specialist and owning a niche is important to gain trust early, drive results, and have a quality relationship among all of the people on both sides.

Shortening patience isn’t a one-way street.

Agencies can be different and should be — and accountability will be a factor that wins out more and more in the coming years.”

Corey’s observations are compelling and timely — and they resonate deeply with the challenges and opportunities faced by agencies today.

I want to reinforce the relevance of his insights with some data from the latest Agency Edge research study conducted by Agency Management Institute and Audience Audit. This study aimed to quantify what clients want from their agencies, allowing respondents to choose more than one factor.

Hannah Roth, our resident mad scientist and strategist here at Predictive, delved into the Agency Edge research and shared her thoughts on the implications. She summarized:

“Clients want the strategy, the path, and the overall goal in nearly equal parts. To pack a powerful punch, agencies that want to attract advocates and exacting experts should offer elements of all three.”

I couldn’t agree more with Hannah’s analysis — and it’s fascinating how the data aligns with Corey’s insights.

This synchronicity is exactly why I invited Corey back for an encore.

We explore how his book can serve as a roadmap for your agency to create winning strategies, paths, and goals for your clients.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * The importance of having a documented, transparent plan that aligns all stakeholders * Why chasing the shiny object of AI might be leading you astray from effective, proven strategies * How focus on strategic planning can help you withstand sudden changes and distractions in the marketing landscape * Real-life examples of clients who thought they were profitable but were actually losing money — and how you can avoid those pitfalls * Tips for agencies to provide strategic guidance and not just project execution

Resources:

Website: https://voltage.digital
Facebook Business: https://www.facebook.com/voltagekc
LinkedIn Personal: https://www.linkedin.com/in/coreymorris/
LinkedIn Business: https://www.linkedin.com/company/voltagedigital/
Twitter Personal: https://twitter.com/coreydmorris
Twitter Business: https://twitter.com/VoltageKC
Instagram Business: https://www.instagram.com/voltagekc/
The Digital Marketing Success Plan: https://thedmsp.com
Sell With Authority EP 103: How to Get to the Top of Google, with Corey Morris

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

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For this episode of Sell With Authority — I break down a sales strategy that we’ve used here at Predictive for nearly a decade — but not until recently — did we build a framework around it.

We call it the “Sales Crucible” — and I will tell you — whenever we have a new service line to begin selling here at Predictive – I design what we call a “Sales Crucible.”

And just like a literal “crucible,” — I design a schedule and accountability points that intentionally put me under pressure so I’m forced to figure out the best way to talk about our newest offering, get at-bats in front of real prospects, strike out, and then eventually get some hits and score some wins.

I know this might sound ridiculous — why would someone want to do that to themselves? Right?

I promise you — if you put our Sales Crucible framework into practice — you will cut the time it takes to gain traction in your sales process.

But before we dive in — have you heard about our upcoming July Intensive?

Three times a year — we get our Predictive clients together on Zoom. We call it the “2-day Intensive.”

We slice apart our best strategies for helping agencies sell more of what they do — and we break everything down in full transparency so you can install it into your agency.

I know I’m biased — but holy bananas — each Intensive is off-the-charts awesome.

Our next “Intensive” is Tuesday & Wednesday, July 30th & 31st, from 8:30 a.m. to 12 noon Central (on Zoom).

Our goal for the July Intensive is to help you sell more of what you do.

We have 30 guest passes available.

Would you like to join us?

And here’s the magic.

The Intensive is a private client-only event.

That means no selling. No pitching. You just get to be one of us.

If that sounds helpful — just send me an email at stephen@predictiveroi.com with the word “ONWARD,” and I’ll get in touch with the full details, calendar invites, and Zoom links.

What you will learn in this episode is: * How to create your own “XYZ Statement” so you can easily introduce yourself to prospects using a statement that is designed for them and not you * How to connect the dots between your strategies and tactics — with the outcomes delivered for your clients * Why build a list of confidants to practice your pitch shortens your path to success * How to move quickly into the real batter’s box and swing away

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For this episode of Sell With Authority, we’re shaking things up a bit. Instead of our usual format — I’ve got something special in store for you.

We’re diving into an episode I recorded with Drew McLellan for his Build a Better Agency Podcast.

Why this twist, you might wonder? There are a few reasons I’m excited to share with you.

But before we dive in — have you heard about our upcoming July Intensive?

Three times a year — we get our Predictive clients together on Zoom. We call it the “2-day Intensive.”

We slice apart our best strategies for helping agencies sell more of what they do — and we break everything down in full transparency so you can install it into your agency.

I know I’m biased — but holy bananas — each Intensive is off-the-charts awesome.

Our next “Intensive” is Tuesday & Wednesday, July 30th & 31st, from 8:30 a.m. to 12 noon Central (on Zoom).

Our goal for the July Intensive is to help you sell more of what you do.

We have 30 guest passes available.

Would you like to join us?

And here’s the magic.

The Intensive is a private client-only event.

That means no selling. No pitching. You just get to be one of us.

If that sounds helpful — just send me an email at stephen@predictiveroi.com with the word “ONWARD,” and I’ll get in touch with the full details, calendar invites, and Zoom links.

Okay — now for the twist with today’s episode. Jody Sutter of The Sutter Company

For this episode — I’m sharing the full recording of a recent LinkedIn Live that I did alongside Jody Sutter.

Jody invited me — and I was like — Holy Bananas, yes!!

And here’s the thing — from the outside looking in — someone might look at Jody’s company and Predictive as competitors — and yet — we share content, and support each other any way we can — because we both want the same thing for agency owners — for them to win more business.

So we’re going to play the entire LNKD Live recording here inside this episode. If you want to watch the video version of it – just go here.

Enjoy. Hope you find it helpful.

What you will learn in this episode is: * How building an authority position can help you sell more of what you do. * How you can make time to create or generate all that content. * How long will it take before you see traction in your niche and results. * How to easily get past the obstacle of thinking “What if I don’t have anything interesting to say?”

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I’m thrilled to welcome Jay Owen to this episode of Sell With Authority. Jay is the Founder and CEO of Business Builders, and this is a bit of an encore because Jay and I connected a few years ago for episode 777 of Onward Nation.

Today’s conversation is packed with insights you can apply to your own agency — to help you sell more effectively by focusing on how we help our clients grow as the catalyst for our own success.

By leaning in to assist our audience, right-fit prospects, and clients, we can guide them through their most pressing business issues, challenges, and roadblocks. When we help them achieve their most vital priorities, remarkable things happen for them — and for us.

Jay’s mission, shared by his team, is to help others grow their businesses because when we do that, good things happen. Jay has a vision for assisting other agency owners in overcoming the persistent challenges we all face.

Or — more candidly — those issues we repeatedly bang our heads against the wall over.

If you take and apply the insights and wisdom Jay shares during this episode — you and your team can find new ways to lean into the recurring issues and challenges your clients face — and then — find new, helpful solutions your clients will value — and value you more in the process.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * How Jay scaled Business Builders from a small agency to a thriving enterprise * Internal leadership and management in navigating technological changes * Why outsourcing and a contract model can be the key to agility * The importance of maintaining core values during tough times * Why community and human connection are crucial in today’s business world

Resources:

Website: https://businessbldrs.com/
LinkedIn Personal: https://www.linkedin.com/in/jayowen/
Instagram: https://www.instagram.com/jayowen/
Book: https://getjaysbook.com/
How to Build a Business that Lasts, with Jay Owen

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
Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/
Order your free paperback or Kindle copy of our Book: Sell with Authority

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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 a solocast — just you and me. I’ll take you behind the curtain into the content we created for an email writing workshop we delivered for Predictive ROI clients and then recently transformed into a new guide entitled “How to Write Effective Emails and Improve Your Open Rates.”

The guide is so new that it hasn’t been added to our Resource Library yet. But — if you’d like a copy — just email me at stephen@predictiveroi.com and I’ll be sure to send it your way.

During this episode — I’m going to share with you in full transparency our “Where to Begin” process for writing effective emails on behalf of our clients and as part of our own content strategy. How the content we create leans into the common questions we know our audience cares about. How our emails address the pain points we know our audience is feeling and how each message is designed to be helpful by sharing a relevant story.

Honest — writing effective email content can be that simple. I look forward to your thoughts.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode is: * How Box 1: What are the common questions you know your audience, clients, and prospects typically ask you when you’re spending time together? * How Box 2: What are the pain points, business issues, roadblocks, and challenges you know your prospects are trying to overcome? * How Box 3: What are the outcomes they desire the most — so that when they look back on the last year — they will feel like they made measurable progress? * How Box 4: What are the strategies, tactics, and solutions you know will help make a difference in their business — if they only took the time to apply what they learned from you? * How Box 5: And lastly — what is a relevant story you can share that packages all of that into an easily digestible piece of content…an email?

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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 a solocast — just you and me. I’ll take you behind the curtain into what we call the “Help Me Understand” framework here at Predictive — and how we use it every single time we have a conversation with a prospective client.

We use it every single time because the framework keeps us on track and focused on the most important thing during those meetings…the person we’re meeting with.

This type of meeting is never about selling — and the last thing we ever want to do is look like we’re trying to close a sale. You don’t like when someone tries to close you so we would never suggest you try to “close” one of your prospects.

Instead — the Help Me Understand framework sets the stage for a great business conversation where you ask helpful questions. Then — there’s some leaning in, peeling back the layers, asking more questions…and if you’ve applied the framework in full…your prospective client will ask you, “So — I’ve done all the talking. How do you think you can help us?”

Honest — it can be that simple. I look forward to your thoughts.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode is: * How Box 1: “Who you help” sets you and your prospective client for success because you’ll find out how focused they are or if they’re generalist. * How Box 2: “What problems do you solve” will give you a glimpse into the strategies and tactics they consistently deploy to help their clients. * How Box 3: “How does it work” will quickly show you if your prospective client has a methodology in place. Or — are they throwing spaghetti at the wall and hoping something sticks? * How Box 4: “Top 3 Most Vital Priorities…” gives you permission to ask about their goals — the data points agencies always want to know, but few are bold enough to ask. * How Box 5: “Roadblock in your way…” will peel back the curtain and show you the “back of stage” problems and constraints — and if you can solve them — holy bananas — you may have just won your agency a brand new client.

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For this episode of Sell With Authority, I am thrilled to welcome back Jane Pfeiffer, the brilliant Founder and President of Fieldtrip, for an encore interview. Jane and her team have developed a new service offering that’s a game-changer for clients and prospects in their niche.

We discuss how to design a service offering that is limited in scope, with a defined start and end date, and a set budget. This approach leaves your clients wanting more because you demonstrated your expertise, were incredibly helpful, and built trust from start to finish.

Jane takes us behind the curtain to reveal how you can be the most helpful to your clients by showing them all the problems — but in a way that prevents them from getting overwhelmed.

Jane also shares strategies for enrolling your team, preparing for client discussions — while creating a service line that makes your agency an easy yes for right-fit prospects.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * The measured approach Jane and her team use to identify and address key client problems * How to simplify and focus on a single impactful solution rather than over-engineering plans * Steps for enrolling your team and preparing for client conversations effectively * The shift nonprofits need to make from transactional fundraising to inviting transformational investments * Methods to engage right-fit prospects and shift conversations from deliverables to meaningful business solutions

Resources:

Website: wearefieldtrip.com
LinkedIn: https://www.linkedin.com/in/janepfeiffer/
Instagram: https://www.instagram.com/janewpfeiffer/

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

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For this episode of Sell With Authority, I invited Corey Quinn, who has a 25-year record of extraordinary success as an entrepreneur, sales leader, and marketing executive, to come back for an encore.

In episode 86 of the podcast, Corey and I went on a bit of a mining expedition where we unearthed a ton of golden nuggets around how to narrow down your target market — and then — how to avoid some of the typical roadblocks that agencies run into when they begin to specialize and focus on a particular vertical market.

Today, we dive into an area that we’ve never explored with any real depth on the podcast before.

And that’s — how to escape founder-led sales.

If I had a dollar for every time I’ve chatted with agency owners celebrating the hire of that mythical, unicorn new biz salesperson who’s supposed to ignite a fire of new clients and profitable work, I’d be rolling in it.

On the flip side — I’ve also heard countless stories of disappointment — owners lamenting yet another failed biz dev hire who couldn’t even cover their salary.

Then there are the founders who desperately want to focus on biz dev, but just can’t find the time. As a result, lead generation stalls and conversations with right-fit prospects fall by the wayside.

That’s why I asked Corey to join us today. He is a powerhouse in outbound marketing strategies, and he shares game-changing insights to help agency owners generate consistent sales and communicate their expertise.

And — if you apply the strategies Corey lays out in his book, Anyone, Not Everyone, A Proven System to Escape Founder-Led Sales, you’ll be well on your way to filling your sales pipeline with a steady stream of right-fit clients — the clients you want to serve and those that bring opportunities to sell more of what you do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode is about: * How to focus on a vertical market and get razor-sharp positioning * The power of a strategic, long-term gifting approach * How to transition from founder-led sales to a more scalable sales model * Why investing in a well-curated list is crucial for outbound success * Key components of a strong sales process to capitalize on generated opportunities * Common outbound marketing mistakes and how to avoid them

Resources: * Website: https://www.coreyquinn.com/ * LinkedIn: https://www.linkedin.com/in/coreyquinn/ * Twitter: https://twitter.com/coreyquinn * Newsletter: https://www.coreyquinn.com/free-resources * Anyone, Not Everyone, A Proven System to Escape Founder-Led Sales * Episode 86 of Sell With Authority: How to Narrow Down Your Target Market, with Corey Quinn

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

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I am thrilled to welcome our guest expert, Sharon Toerek, back to this episode of Sell With Authority. It’s her fourth time appearing on the show with us, but for those who are meeting her for the first time, she’s the Founder of Toerek Law and the host of the podcast “The Innovative Agency”.

Sharon is also Predictive’s wicked smart intellectual property attorney and has reviewed and advised us with our client agreements and created our buy-sell and partnership agreements.

She has been helping professionals in the advertising, marketing, and creative services industries protect and monetize their intellectual capital, and manage the legal implications of their marketing and advertising work.

Many of us have faced the dilemma of wanting to have certain crucial conversations with our clients — but not knowing how to approach them without causing friction or damage to the relationship.

On this episode, Sharon and I focus our discussion on how to ensure you get paid by having the right conversations with your clients at the right times. And — we discuss how to start relationships with clients on the right foot from the very beginning.

Ensure that you and your agency get paid for your hard work.

Sharon’s expertise provides the tools and confidence to have these essential conversations with your clients.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * Smart ways to set up payment terms with clients so we’re aligned right from the start * Crucial elements of an effective payment agreement * Strategies for setting assertive negotiation tones with clients to establish professionalism and confidence * Steps to address payment delays * Pros and cons of different payment structures * How to attend Sharon’s next virtual free Q&A session

Resources:

Website: legalandcreative.com
LinkedIn: https://www.linkedin.com/in/sharontoerek/
Twitter: https://twitter.com/SharonToerek
The Innovative Agency Podcast
Get Your Money – Legal Strategies that Get Agencies Paid Q&A
Episode 52 of Sell With Authority: How to Protect Intellectual Property, with Sharon Toerek
Episode 59 of Sell With Authority: AI Copyright Law, with Sharon Toerek
Episode 99 of Sell With Authority: Building Profitable Agency-to-Agency Alliances, with Sharon Toerek

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

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This episode of Sell With Authority is one I have been eagerly anticipating! I’m excited to reintroduce you to our special guest expert — because this conversation has been about 6-months in the making.

When Marcel Petitpas, the Co-Founder and CEO of Parakeeto, joined us for Episode 95, the insights he shared were just the tip of the iceberg. That’s why I immediately extended the invitation for an encore.

Marcel has an unparalleled understanding of agency profitability and the essential metrics we need to focus on as agency owners to ensure not just growth — but profitable growth.

Today, Marcel and I pick up right where we left off, delving deeper into the nuances of agency profitability. But that’s not all. Thanks to the timing of this encore, we have a unique opportunity to gain some exclusive insights.

Marcel has been on the move, traveling the country, sharing his wisdom on countless stages, and fielding questions from eager agency owners like you. So, during this encore, we take a peek behind the curtain.

I’m beyond excited about this encore with Marcel — because when you sell more of what you do at a higher fee — that’s awesome — but it’s only awesome if you’re also more profitable.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.

What you will learn in this episode: * Why finance, operations, and sales alone won’t solve profitability problems * Common misconceptions about where profitability problems stem from * How to dig deeper — beyond surface-level and address the underlying problems * Strategies for renegotiating resulting in better profitability * Marcel’s key takeaways from conversations with agency owners and their teams at the most recent events where he was a guest speaker * How to get Marcel’s free Agency Profitability Toolkit with everything you need to start measuring the basics in your business

Resources:

Website: https://parakeeto.com
LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/
Facebook: https://www.facebook.com/agencyprofitability
Twitter: https://twitter.com/Parakeeto
Agency Profit Toolkit
SWA Episode 95: Strategic Planning for Growth & Profit, with Marcel Petitpas

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

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In this episode of Sell With Authority, Hannah Roth and I welcome Tim Burke, CEO of Conduit Digital Marketing. We focus our discussion on strengthening your agency through strategic partnerships — and the effective use of white-label solutions.

Tim shares his brilliant perspective on the power of choosing the right strategic partners, optimizing processes, and the crucial metrics that drive successful client outcomes. We explore how the right partnerships can prove pivotal in transforming your agency from just another vendor into a valued strategic partner.

Be even more helpful to your right-fit clients with strategic partnerships that keep your agency competitive in constantly changing markets.

Applying Tim’s insights and recommendations will put you and your agency in a better position to streamline, upgrade, and scale.

And by doing that — you will sell more of what you do.

What you will learn in this episode: * How collaborations with the right strategic partners can streamline operations, amplify capabilities, and foster agency growth * Why picking the right partner means beginning with the end in mind * How to properly onboard a white-label partner * Tracking the success metrics numbers that actually matter * The three-step methodology Tim advocates for becoming a top-tier agency * Why setting expectations helps you retain and grow your clients

Resources:

Website: https://www.conduitdigital.us/
Linkedin Personal: https://www.linkedin.com/in/timburkeconduitdigital/
LinkedIn Business: https://www.linkedin.com/company/conduitdigital/
Podcast: https://www.agency-talk.com/

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

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For this episode of Sell With Authority, we’re shaking things up a bit. Instead of our usual format — I’ve got something special in store for you.

We’re diving into an episode I recorded with Drew McLellan for his Build a Better Agency Podcast.

Why this twist, you might wonder? There are a few reasons I’m excited to share with you.

First off — Drew and I delved deep into the topic of niche, but from a perspective that might surprise you. We explored how Predictive pivoted its niche a few years back, the reasons behind it, and, candidly, how we got a bit too comfortable in our previous niche.

Secondly — I believe the insights we share about building community and adding value will resonate with you, especially if you attended Day 1 of our March Intensive, where community was at the forefront.

And third — buckle up for some powerful takeaways from Drew’s keynote at the Build a Better Agency Summit. He discusses steering our agencies out of safe harbors, embracing the storm, and why those risks we fear might not be risks at all. Drew’s wisdom adds a brilliant layer to the conversation.

If you take and apply what we talk about in this episode — you’re going to be in a much better position to roar through 2024 by selling more of what you do.

What you will learn in this episode is: * Why breaking away from the playbook and charting a new course could be the right strategic move for your agency * How to identify the client types you excel at serving, potentially uncovering your agency’s new niche in the process * How to redefine your agency’s approach and positioning * Why your agency niche can establish you as the authority on how to become “The Authority” * The pivotal role of cultivating a community of eager learners, facilitating more streamlined sales processes

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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—just you and me. We’ll explore a topic at both a high level and an eye level so you and your team can take it and apply it. The goal is to answer the question, “How do you get it all done?”

Back when Drew McLellan, CEO of Agency Management Institute, and I decided to write our Sell with Authority book — we knew we needed to include some very practical and tactical recipes and guides on how to get all the work done. And I will tell you — when he and I teach our “Build and Nurture Your Sales Funnel” workshop — we spend a chunk of time on Day 2 helping attendees calendar and map out who in the shop is going to do all of the work so their plan doesn’t fall apart when they get back home. For today’s solocast, I’m going to take you behind the curtain into Appendices A and B in the back of our Sell with Authority book and share more about how we get it all done here at Predictive so you can take the same recipes and apply them to your shop.

What you will learn in this episode is: * How and why the WHO Framework and Transformational Triangle should serve as the foundation of your content strategy * How to decide which form of cornerstone content is right for your gifts and talents * How to leverage the cornerstone content to best grow your email list * How do you decide on your cobblestones (they always come off the cornerstone, and the recipes in Appendix A will help) and the right cadence * How to apply advanced strategies like knitting together your cobblestones to create a new and different cornerstone

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If you’ve been listening to the podcast for a while now — you know we share insights and tactical examples for how you can make your agency an easy yes for your right-fit clients and prospects.

Two mentors who have been instrumental in our learning around this topic over the last decade are my very special guest experts on this episode of Sell With Authority, Robin and Steve Boehler.

Robin and Steve run Mercer Island Group and are absolutely brilliant in how they help agencies win more business from right-fit clients because of how they help correctly position an agency from the start — how to uncover and find the strategic insight a client or prospect truly cares about — and how to write and deliver a proposal that demonstrates an agency’s smarts clearly and concisely.

Robin and Steve have seen it all — the good and the bad. Today we lean into that wealth of experience to work through areas where agencies continually seem to struggle.

I also invited Hannah Roth, our Mad Scientist and Strategist here at Predictive — because of Hannah’s unique perspective from working in the trenches day in and day out alongside our clients, helping them fill their sales pipelines with a steady stream of right-fit clients so they can sell more of what they do.

If you take and apply the insights, advice, and recommendations Robin and Steve share during this episode — you and your agency will stand out from competitors — and — you’ll make yourself an easy yes.

What you will learn in this episode: * How to stand out from the status quo * Smart questions to ask for connecting with right-fit prospects * How to identify the business issue creating pain for your right-fit prospects and clients * What content on an agency’s website helps them stand out and establish authority with a prospect or agency search consultant * What agencies should include and exclude from case studies

Resources:

Website: https://migroup.com/
LinkedIn: https://www.linkedin.com/company/mercer-island-group/
Facebook: https://www.facebook.com/MercerIslandGroup/
Mercer Island Group Workshops: https://migroup.com/mig-workshops/
BaBA Summit 2024: https://agencymanagementinstitute.com/babasummit/

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

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When I sit down with agency owners and their teams for the first time, our conversations often revolve around the same themes — where new clients are coming from, how engaged their email lists are, and the consistency (or lack thereof) in sharing valuable content to grow their audiences.

And without fail — I hear something along these lines:

“We’re the cobbler’s kids, Stephen. We know what we should be doing, and ironically, we’re doing that work for our clients. But when it comes to our own agency, we either drop the ball entirely or we’re consistently inconsistent.”

Sound familiar?

Being consistently inconsistent is not just costing you opportunities — it’s costing you peace of mind. Having a predictable biz dev system in place can provide a sense of stability that’s priceless.

We often talk about the Sell with Authority methodology — and how it can solve these issues.

But for this episode of the podcast, I want to approach the cobbler’s kids syndrome from a slightly different angle.

That’s why I invited Audrey Kwan to join as our special guest expert today.

Audrey is the Founder of AJK Consulting Inc. and specializes in helping agency owners who are at capacity leverage systems and leadership to reclaim more of their time — time that can be dedicated to business development if they choose.

What sets Audrey apart is her deep understanding of how agencies, like yours and mine, operate from the inside out. Having worked alongside over 150 agency owners and their teams, she knows the ins and outs of agency life like few others.

This conversation with Audrey shines a light on the constraints, obstacles, and roadblocks that may be silently hindering your progress. We tackle the feast and famine of biz dev head-on — and address that nagging feeling that your agency is the cobbler’s kids.

Taking and applying the insights and wisdom Audrey shares during this episode will unlock opportunities so you’re equipped with the time, space, and capacity to Sell with Authority — and roar through 2024.

What you will learn in this episode: * Steps for moving from agency doer to strategic leader * How to recognize and address avoidance behaviors that stifle growth * Why delegation isn’t just about passing tasks along * 4 pivotal leadership styles that empower your team * How to prioritize marketing as a key CEO activity

Resources:

Website: https://audreyjoykwan.com/
LinkedIn Personal: https://www.linkedin.com/in/kwanaudrey/
LinkedIn Business: https://www.linkedin.com/company/ajk-consulting-inc/
Instagram: https://www.instagram.com/audreyjoykwan/
Breakfree From Being the Bottleneck in Your Business Podcast: https://audreyjoykwan.com/breakfree
Free Workshop for Agency Owners: https://audreyjoykwan.com/leadershipstyles

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In this episode of Sell With Authority, we tackle a question that’s fundamental to our success: Can we all be better at allocating our time so that we have the space, capacity, and focus to more effectively lean into business development?

The short answer? Yes. Of course, we can. There’s always room for improvement in how we manage our time and efforts.

Here’s the twist — there’s another crucial variable in the equation of biz dev and time allocation — and that’s putting yourself first. When it comes to filling the seats within your organization, putting yourself last doesn’t serve you well.

We often hear the needs of others within our teams, and we rush to fill those roles. But — does that truly free up our capacity to sell more effectively?

More often than not, the answer is no. In fact — it may even increase the pressure to sell more just to keep up with the added capacity.

I recently read Buy Back Your Time by Dan Martell, which completely shifted my perspective.

Rather than hiring for specific roles based on perceived needs, Dan advocates for hiring individuals who can take specific tasks off your plate, thus freeing up your time for biz dev.

Today, I’m joined by a special guest expert, Sue MacArthur, President of Strategic Talent Management, who manages the firm’s business development, operations, and client services.

Sue shares invaluable insights into strategic hiring — how to prioritize roles, hire effectively, and ensure that you have the right people in the right seats to propel your business forward.

I’m thrilled to have Sue on board to guide us through this crucial aspect of building a successful business.

Get ready to take notes because the golden nuggets Sue shares will revolutionize how you approach hiring and time allocation.

By applying these strategies, you’ll free up your capacity, sell more effectively, and position yourself for success as we charge through 2024.

What you will learn in this episode: * Why agency owners don’t often strategically hire to free up their time for biz dev * Why the “seat-filler” mentality can undermine growth potential * Why agency owners should put themselves first when hiring for seats that need to be filled * The tell-tale signs of mediocrity and the best tactics to eliminate it * Dedicating 50% of an owner’s time to biz dev can be the key to your agency’s future success * How strategic reevaluation of roles and responsibilities can turbocharge your agency’s efficiency and growth

Resources:

Website: www.strategictalentmgmt.com
LinkedIn Personal: https://www.linkedin.com/in/suemacarthur/
LinkedIn Business: https://www.linkedin.com/company/strategic-talent-management/
Stay Interview Questions: https://strategictalentmgmt.com/wp-content/uploads/2024/03/stm-stay-interview-questions-sheet.pdf

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

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Get ready for a marketing strategy that balances profit with authenticity to differentiate your brand. In this episode of Sell With Authority, we unlock some rock solid awesome insights with our special guests, Sean Tracey and Predictive’s own Mad Scientist, Hannah Roth.

Sean is an award-winning creative strategist and speaker with over 25 years of experience in brand marketing. He is the Founder and CEO of Sean Tracey Associates, a full-service advertising and marketing firm.

Sean is sharing his groundbreaking P equals P framework, which has revolutionized the way his agency connects with brands and elevates their success. We dive deep into practical tactics, including the power of authentic storytelling and focusing on a customer-centric approach.

This episode illuminates the path to creating meaningful emotional connections with your right-fit clients. Double down on strategies that resonate on a deeper level and drive unwavering loyalty to your brand.

What you will learn in this episode: * The strategic tenets of the P = P framework * Why the power of storytelling is more important than aesthetics in authentic branding * Strategies for building emotional connections and trust to establish your reputation with right-fit prospects * Why trying to be everything to everyone can lead to zero impact * Steps to illuminate the path and fuel the inspiration of your right-fit clients

Resources:

Website: http://www.seantracey.com/
LinkedIn Personal: https://www.linkedin.com/in/seantraceyassociates/
LinkedIn Business: https://www.linkedin.com/company/sean-tracey-associates/
Mercer Island Group Workshops: https://migroup.com/mig-workshops/

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

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Corey Morris is President and CEO of Voltage, a powerhouse in the digital marketing sphere. Corey is not only a VIP contributor to esteemed publications like Search Engine Journal and Search Engine Land but also the author of the eagerly anticipated book, Digital Marketing Success Plan, set to release later this year.

We dive into the mystic dark magic voodoo that search engine optimization sometimes feels like — and we dispel some myths.

Perhaps even more importantly — we highlight the strategies and tactics you and your team should focus on for 2024 — and beyond.

Because if you do — you’ll attract more right-fit prospects into your agency’s sales pipeline.

And what we discuss will also help you score some more wins for your clients.

If you take and apply the insights and wisdom Corey shares during this episode — you and your team will raise the bar in how you help your clients when talking through where SEO is headed — and — you can use it to fill your sales pipeline and roar through 2024.

What you will learn in this episode: * Why aligning marketing efforts with business goals wins over simply tracking metrics * The critical difference between being perceived as a valued partner versus just another vendor * Secrets to overcoming commoditization in marketing services such as SEO and website development * How Voltage’s application of consistent SEO strategies leads to undeniable inbound leads * The importance of creating engaging content positioned for various marketing channels to drive targeted business outcomes

Resources:

Website: https://voltage.digital
Facebook Business: https://www.facebook.com/voltagekc
LinkedIn Personal: https://www.linkedin.com/in/coreymorris/
LinkedIn Business: https://www.linkedin.com/company/voltagedigital/
Twitter Personal: https://twitter.com/coreydmorris

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

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I am so thrilled Jamie Shibley joins this episode of Sell With Authority for an encore interview. Jamie is the CEO of The Expressory, a strategic gifting agency that believes the key to accelerating your business growth and profitability relies on your ability to effectively nurture meaningful relationships.

Also joining this episode is Hannah Roth, Mad Scientist and Strategist here at Predictive. We dive into the critical world of nurturing client relationships and the artful science behind measuring the impact of your touchpoints. Jamie brings to the table her proven spreadsheet strategy for tracking engagement that’s skyrocketed results to an incredible 80% engagement rate.

We also pull back the curtain on how to understand the goldmine hidden within your prospect list. Jamie shares key insights on the importance of knowing not just who’s on your list, but who they really are — their goals, ambitions, and what lights their fire.

We tackle how to create emotional bonds that not only cut down the sales process — but build unshakeable trust.

Don’t miss the chance to transform your client engagement strategy with Jamie’s expertise!

What you will learn in this episode:

Constraints agency owners face when trying to nurture right-fit prospects
Where to start when building a list of right-fit prospects
The most important things to know about your right-fit prospects to help you stand out from the sea of sameness
How to get the attention of your right-fit-prospects
Why crafting a process for strategic engagement ensures consistency and scalability
How to measure the ROI of strategic engagement

Resources:

Website: https://www.theexpressory.com/
LinkedIn: https://www.linkedin.com/in/jamie-shibley-76a3402/

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

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I am super excited to welcome our guest expert, Hannah Roth, to this episode of Sell With Authority. It is always a pleasure to have her on the podcast – so much so that this is her sixth time with us!

Hannah is Predictive ROI’s mad scientist and strategist (that is her actual title, by the way) and works with clients to define and achieve their business goals, overcome challenges, and find new growth opportunities.

On this episode, we uncover the biggest A-HAs that she’s identified from her time working alongside agency owners in the trenches.

In our conversation, we highlight pitfalls for agency owners — and the best ways to overcome them.

Hannah sheds light on how each of these observations are tied to one another, and that solving one allows agency owners to solve the others.

What you will learn in this episode:

The biggest A-HAs that she’s identified from her time working alongside agency owners in the trenches
Unraveling the lack of confidence in selling
How to sell outcomes instead of deliverables
What NOT to do on sales calls
Understanding conceptual agreements and how they inject confidence and respect into the conversation
How to align prices to business goals to sell with purpose and not fear

Ways to contact Hannah:

Email: Hannah.Roth@predictiveroi.com
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
Join us in our free “How to Fill Your Sales Pipeline” Facebook Group

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To celebrate our 100th episode, I am excited to welcome our guest expert, Drew McLellan, to the Sell With Authority podcast. This is Drew’s second time on the show and it seems fitting to have him mark this milestone. He is not only my most trusted business advisor — but he’s also been my best friend in the world for the better part of a decade.

Drew is the CEO of Agency Management Institute — which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability – and of McLellan Marketing Group. He walks the walk — and he pours the best of what he’s got into his community.

In this episode, we focus our attention on how to build a community around the niche you want to serve.

In our conversation, we talk through how hosting a live event can be an exceptional strategy for growing your audience — and being helpful.

Drew shines a light on how to become a leader in the community by coming from a place of great love and a true commitment to serve.

What you will learn in this episode: * Why Drew empowers agency owners to find right-fit clients by niching down * How to build a community around the niche you want you want to serve and what you want to teach * The power of hosting live events as a strategy for audience growth and support * How to create a successful conference without losing your house * The building blocks of the Build a Better Agency Summit

Resources:

Email: drew@agencymanagementinstitute.com
LinkedIn: www.linkedin.com/in/drewmclellan
Website: https://agencymanagementinstitute.com/
Episode 2 of Sell With Authority: How to Sell with Authority, with Drew McLellan

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

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I am thrilled to welcome our guest expert, Sharon Toerek, back to this episode of Sell With Authority. It’s her third time appearing on the show with us, but for those who are meeting her for the first time, she’s the Founder of Toerek Law and the host of the podcast “The Innovative Agency”. Sharon is also Predictive’s wicked smart intellectual property attorney and has reviewed and advised us with our client agreements and created our buy-sell and partnership agreements.

On this episode, Sharon and I focus our discussion on agency-to-agency collaborations. We delve into how to manage risk — and the key documents to have in place when agencies go down the collaboration route to save time, stress, and money.

In our conversation, we go through the steps agencies should take before diving into an agency-to-agency strategic alliance.

Sharon emphasizes the importance of creating agreements for each stage of the collaboration between agencies. We also discuss her recommendations on an ideal timeline to establish such contracts so agencies don’t put the cart before the horse.

Applying what Sharon gives you during this episode will help you grow your agency in 2024 — and — protect your shop along the way.

What you will learn in this episode: * Defining what is a strategic alliance and understanding its three kinds * Establishing the similarities and differences between agreements between contractors or freelancers and agreements between agencies * Understanding the ins and outs of white-labeling, especially when dealing with licenses * Steps to take from a contract perspective before diving into a strategic alliance * The importance of an umbrella document for every referral an agency receives * The ideal timeline for drafting agreements

Resources:

Website: legalandcreative.com
LinkedIn: https://www.linkedin.com/in/sharontoerek/
Twitter: https://twitter.com/SharonToerek
The Innovative Agency Podcast
Yours, Mine and Ours: Legal Considerations in Agency-to-Agency Strategic Alliances Q&A Session
Episode 52 of Sell With Authority: How to Protect Intellectual Property, with Sharon Toerek
Episode 59 of Sell With Authority: AI Copyright Law, with Sharon Toerek

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

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I am excited to welcome our guest expert, Chris Slocumb, to this episode of Sell With Authority. She is the Founder of Clarity Quest Marketing and has worked with digital health, life sciences, and technology firms on marketing strategy, business planning, and marketing implementation. Chris presently holds eight U.S. patents and is a Forbes Agency Council member. She is also author of the brilliant book Stop Starvation Marketing.

In this episode, we dive deep into the challenges agency owners face when thinking about how to raise the bar of excellence in how we show up for our clients and right-fit prospects.

During our conversation, we discuss the methodology and the moves that agency owners need to put into place to stop starvation marketing.

Chris also sheds light on how we can double down on selling with our hearts and minds — and move past conversations that focus exclusively on features, advantages, and benefits.

When we get all of this right — growing an audience and attracting a steady stream of right-fit clients is much more efficient because you focus on helping your audience solve real business issues, challenges, and problems that are creating chronic pain inside their business.

What you will learn in this episode: * The challenges agency owners face when thinking about content, customer journey, leads, and sales in biz dev strategy * The Tower of Power Methodology and its most important part * Three keys to building a strong foundation * Moves that agency owners need to put into place to stop starvation marketing * How to create emotional connections that transcend conversations about features and benefits

Resources:

Website: https://www.clarityqst.com
LinkedIn Personal: https://www.linkedin.com/in/chrisslocumb/
LinkedIn Business: https://www.linkedin.com/company/clarity-quest-marketing
Stop Starvation Marketing: 23 Power Growth Moves for Health Tech, IT, Biotech Companies

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

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I am excited to welcome our guest expert, Jody Grunden, to this episode of Sell With Authority. Jody has been on the front lines navigating agency ownership for over two decades. He Co-Founded Summit CPA Group, a trailblazing firm that pioneered fully distributed operations and became the top provider of Virtual CFO Services in North America. In 2022, Summit joined forces with Anders CPAs + Advisors, rebranding as Summit Virtual CFO by Anders.

On this episode, we dive deep into the challenges, opportunities, and everything in between that agency owners — just like you and me — face everyday.

In our conversation, we tackle key areas that can make or break your agency’s success.

Jody sheds light on why building a thought leadership position is crucial — and — how to do it. We also take a comprehensive look into the key metrics that Jody and his team use to keep clients on top of their game, maximizing profitability and growth — and ensuring a healthy sales pipeline.

What you will learn in this episode: * How merging Virtual CFO Services into the agency space lead to accelerated growth * Why Jody does not want CFOs to be solely agency focused * The key reasons building a thought leadership position is pivotal * The model Jody created to build a thought leadership position * Ways Jody continued to grow his authority position through thought leadership * Vital metrics for a healthy pipeline of right-fit clients

Resources:

Website: https://www.summitcpa.net/
Virtual CFO Consultation
LinkedIn: https://www.linkedin.com/in/jodygrunden/
Facebook: https://www.facebook.com/vcfobyanders
Twitter: https://twitter.com/vcfobyanders
Tiktoc: https://www.tiktok.com/@vcfobyanders
Instagram: https://www.instagram.com/vcfobyanders/
Youtube: https://www.youtube.com/@vcfobyanders

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

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I am thrilled to welcome our special guest experts, Brian and Kim Walker, back to this episode of Sell With Authority. Brian and Kim are the Co-Founders of Shop Marketing Pros, an agency that specializes in top-tier marketing in their niche of the auto repair industry.

In episode 90 of the podcast, Brian and Kim shared how they strategically and systematically stepped into a niche — and then — completely immersed themselves into the industry. They described how they dove in with both feet and how that level of proactivity has propelled the agency they own today in miraculous ways.

In this encore episode, we talk specifics about how they carved out their authority position serving their niche. We shine a spotlight on how they approach content, teaching, giving, and acts of service — the kind of dedication that makes them an easy “YES” for right-fit prospects.

Get ready to crush 2024 — with the tools and insights Brian and Kim share — and make it your best year ever!

What you will learn in this episode: * Why Brian and Kim do not create content to sell — and — the approach they take instead * How Brian and Kim successfully marketed their shop during the COVID crisis * The benefits of teaching, connecting, serving, and sharing generously * Specific authority building strategies for serving your niche * Why it is important to share the spotlight with knowledgeable members on your team

Resources:

Website: https://shopmarketingpros.com/
LinkedIn: https://www.linkedin.com/company/shop-marketing-pros/
The Auto Repair Marketing Mastermind Facebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind
Episode 90 of Sell With Authority: How to Dive Deep into the Niche, with Brian and Kim Walker

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

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For this episode of Sell With Authority, we invited a guest expert to help us navigate the critical intersection between growth and profitability in the agency world.

Joining the podcast is Marcel Petitpas, CEO and Founder of Parakeeto. Not only is he the brains behind Parakeeto, but he’s also a sought-after speaker, podcast host, and consultant specializing in agency profitability optimization. Marcel helps agencies measure and improve their profitability by simplifying operations and reporting systems.

As we charge forward into 2024, we’re all about growing revenues, expanding our teams, and achieving new heights. But here’s the catch — growth doesn’t automatically translate to more profit.

Without a strategic plan, your enthusiasm could take a hit when your topline soars, but your bottom line doesn’t keep pace.

Marcel guides us through the metrics that matter and when to pay attention to them — because — no matter how big or small your agency is, profitability should always be top of mind. We never outgrow the need to be smart and vigilant about how we run things.

We help you craft a plan so that as you and your team grow revenue in 2024 — your profit also grows at the same or better pace.

What you will learn in this episode: * Why measuring metrics and agency finances is absolutely critical * The difference between delivery margins and delivery costs * Ways to improve delivery margins * How time tracking can be leveraged to collect more information about your agency * How to calculate utilization rate to maximize profitability

Resources:

Website: https://parakeeto.com
LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/
Facebook: https://www.facebook.com/agencyprofitability
Twitter: https://twitter.com/Parakeeto
Agency Profit Toolkit

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

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In this episode of Sell With Authority, we dive deep into not one — but two opportunities that could be absolute game-changers for your agency. Opportunities that won’t just make your agency easier to say yes to — but will open up the door for more conversations with your dream prospects.

More at-bats with right-fit clients — Holy Bananas!

First, we shine a spotlight on getting in front of more prospects by growing your list. Our guest expert, the brilliant Colleen Gallagher, President and CEO of OnWrd & UpWrd, has an ingenious strategy.

Imagine introducing your agency to your dream prospects without the typical, “Hey, let me email you our capabilities deck.” Colleen and her team cracked the code, and we unpack the brilliance behind it.

We don’t stop there. After you implement Colleen’s savvy approach and find yourself in more meaningful conversations, we turn to the second opportunity — leaning into the business issues and challenges obstructing growth for your prospective clients.

This is not just about identifying pain points — but removing the thorn from their side, addressing the issues causing real discomfort. Colleen walks us through how her team does it. It’s about becoming a strategic partner, not just another vendor.

I’m not alone in this conversation; joining me is our very own mad scientist and strategist here at Predictive, Hannah Roth. With her hands-on experience working alongside our clients, she brings a unique perspective to the table.

So, whether you’re a seasoned agency pro or just starting out, get ready to crush 2024 and sell more of what you do — because you got the at-bats you needed, and you made yourself an easy yes for right-fit clients.

What you will learn in this episode: * The strategy behind the awards campaign Colleen and her team launched to recognize and honor associations for their outstanding work in communication and innovation * The obstacles the agency faced in getting the campaign launched, and how they overcame them * How OnWrd & UpWrd used AI to streamline their process * Why staying on the pulse of right-fit clients’ needs is crucial for agency success * Why metrics alone are not enough — how you deliver them matters more * Actionable tips for success in client relationships and overall business growth

Resources:

Website: https://onwrdupwrd.com/
Linkedin Personal: https://www.linkedin.com/in/colleen-lerro-gallagher/
LinkedIn Business: https://www.linkedin.com/company/onwrd-upwrd/

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

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How to Ask a Proper Question? Win business and elevate your communication skills with our guide on how to ask a proper question. How to ask a proper question? As the great Tony Robbins once said, “If you want to change the trajectory of your life … ask better questions.” Here at Predictive, we’ve taken that philosophy to heart — especially when it comes to working with our clients.

Today, we’re turning the spotlight on the art of questioning and how it can be a game-changer for your agency. In this episode of Sell With Authority, we focus on how to raise the bar of excellence in the questions we ask clients and right-fit prospects.

You see, in the world of proposals and client interactions, it’s not just about the pitch; it’s about asking the right questions at the right time. How can we map out questions, rehearse scenarios, and fine-tune our approach to help clients not just get proposals accepted — but truly understand if an opportunity aligns with their agency?

Here’s a stat that will grab your attention — the typical proposal acceptance rate for an agency hovers around 25-30%. That means a lot of non-billable time is invested in opportunities with a low probability of success.

But, armed with the right questions and a sprinkle of Conceptual Agreement, your agency’s win rate can soar to an incredible 80%.

Asking good questions may be simple, but not always easy. That’s why I invited Jody Sutter for an encore episode so she could share her insights and wisdom about which questions we should ask — and when we should ask them.

Jody is the brilliant mind behind The Sutter Company, a consultancy specializing in advising small agencies and marketing services firms on growth strategies. Her expertise lies in how to ask a proper question, asking questions and the kind of questions that break the ice, engaging clients in the process, and ultimately facilitating decisions that benefit both parties.

If you apply the wisdom Jody imparts in this episode, you will change the trajectory of your agency for the better — so you roar through 2024!

What you will learn in this episode is about how to ask a proper question: * Why questions play a fundamental role in the power of the pitch * How to ask a proper question that are helpful, not confrontational * Why the second best answer to a “yes” is actually a “no” * Jody’s expertise around the nuance of when to ask the framework questions * A few basic preparation questions you should be sending in writing to right-fit prospects

Resources: * Learn more about how to ask a proper question, you can Jody here * LinkedIn Personal: https://www.linkedin.com/in/jodysutter/ * LinkedIn Business: https://www.linkedin.com/company/the-sutter-company/ * YouTube: https://www.youtube.com/@thesuttercompany/featured * Learn more about How to Ask a Proper Question by tuning in on our first episode with Jody: Best Business Development Programs

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

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As we pondered how to best be helpful in this episode of Sell With Authority, we realized that the landscape of social media has evolved dramatically.

So — we decided to dive into a biz dev topic that’s been two decades in the making. It’s no longer just about “likes”, “comments”, and “shares” at the top of the funnel when utilizing social media.

In 2024 and beyond, clients want more — they want measurable impact on sales at the bottom of the funnel.

So, buckle up because today, we unravel the mystery of driving sales through social media with a methodology our guest experts have coined as “Social that Sells.” I was intrigued when I heard them describe it as a “strategic trifecta of tactics that will help your client or brand foster a community ready to convert.” Who wouldn’t want a community ready to convert, right?

Leading us on this expedition are two brilliant minds, Alina Sutherland and Josephine Agrawal, Founders of Pomona Creative. They built their “Social that Sells” methodology brick by brick, and today, they graciously share the secrets behind its success.

Also joining me is our very own mad scientist and strategist here at Predictive, Hannah Roth. She brings a unique perspective from the trenches, working daily alongside our clients, helping them build authority positions and fill their sales pipelines with the right-fit prospects.

Throughout this episode, we quiz Alina and Josephine on how they built it, how they executed it, and the jaw-dropping results they’ve seen.

If you take and apply the golden nuggets shared during this episode, you will be ready to crush 2024 and make it your most successful and profitable year yet — because you harnessed the power of Social that Sells.

What you will learn in this episode: * How social media evolved from a personal tool to a giant marketing tool * The Social that Sells Methodology * How Pomona Creative built the Social that Sells Methodology * How to execute the Social that Sells Methodology * Results that Pomona Creative has seen utilizing Social that Sells Methodology * Ways agency owners and strategic consultants can enhance social media presence

Resources:

Website: https://www.pomonacreative.com/
Instagram: https://www.instagram.com/pomonacreative/
Pomona Creative LinkedIn
Josephine Agrawal LinkedIn
Alina Sutherland LinkedIn

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

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Speaking Opportunities? Level up your communication skills by exploring our guide to discover and maximize valuable Speaking Opportunities. On this episode of Sell With Authority, the topic is one that we’ve not yet addressed — how to share your expertise, insights, and wisdom from the stage as a speaker. We are talking about why speaking on stage can be a game-changer.

As Drew McLellan and I wrote about in our book, Sell With Authority, one of the most compelling reasons to consider speaking is the power of a third-party endorsement. When you’re invited to speak at a conference, there’s an implied stamp of approval that certifies you as an expert.

Speaking from the stage is not just about the content you deliver in that moment. It can be the cornerstone of your content strategy, taking your expertise to new heights. Speaking as cornerstone content creates an intimate connection with your audience that’s hard to replicate in any of the other forms of content you might produce.

Speaking opportunities will showcase your expertise confidently. The journey to becoming a sought-after speaker has its challenges. That’s why we are dedicating today’s episode to tackling the constraints. We explore how to get on stage and — more importantly — how to leverage the opportunities before and after your speech with a three-pronged strategy.

To help us do that — I invited Katy Boos and Gretchen Schaffer from Remix Communications to share their insights about speaking opportunities. Remix Communications specializes in positioning their clients on prestigious stages, helping them reach and influence their right-fit prospects.

We also have a special guest with us today, Hannah Roth — our mad scientist and strategist at Predictive. With her unique perspective from working in the trenches, day in and day out, alongside clients, Hannah provides additional insights into building authority positions through cornerstone and cobblestone content.

If you take and apply the gold nuggets in this episode, you will be ready to crush 2024 and make it your most successful and profitable year yet — because you thought strategically about how you can be helpful by sharing the right stories and in front of the right audiences.

What you will learn in this episode is about speaking opportunities: * How Remix Communications creates a marriage of thought leadership and speaking on stage * Why you need a three-pronged strategy to maximize your speaking opportunities * How Katy and Gretchen prepare the speakers they work with * Why keeping the audience in mind first and focusing on the right message is crucial * The Remix Communications methodology of going beyond the room * Strategies you can apply today to show up with excellence in speaking opportunities

Resources: * Learn more about Speaking Opportunities, and you can find Katy and Gretchen here * Remix Communications LinkedIn * Katy Boos LinkedIn * Gretchen Schaffer LinkedIn * Learn more about Speaking Opportunities by heading to this blog from Remix Communications, and you can find it here

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

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Importance of Niche Marketing? Discover the role of Niche Marketing in business through our guide on the importance of niche marketing. Importance of niche marketing? On this episode of Sell With Authority, I am excited to welcome two guest experts who have a fascinating story of success — and an unwavering commitment to specialization.

It’s the key to having better results. In this episode of Sell with Authority, Kim and Brian Walker co-founded their marketing agency, Shop Marketing Pros, based on their first-hand experience in the automotive industry. They found that automotive shops wanted and deserved quality marketing strategies to promote their businesses but just didn’t have the time to do it themselves. And — they needed a partner that would understand the unique intricacies of their niche.

Their journey underscores the power of going narrow and niching down. And — it’s not just about choosing a niche; it’s about immersing yourself in it strategically and systematically — plunging into the deep end of the pool.

Brian and Kim shed light on the path to becoming an integral part of your niche, building relationships, exploring the importance of niche marketing, joining inner circles — and positioning yourself as the go-to authority.

What you will learn in this episode is about the importance of niche marketing: * How Brian and Kim have gotten where they are in marketing * How to “fail forward’ by learning from mistakes * Importance of niche marketing and becoming an integral part of your niche. * Ways to significantly resonate with your right-fit clients * The value of going narrow and niching down * Strategies for going deep within the niche so you are clearly recognized as the expert

Resources: * Learn more about the importance of niche marketing by listening to this podcast: Prioritizing Marketing on Properties that You Own * LinkedIn: https://www.linkedin.com/company/shop-marketing-pros/ * The Auto Repair Marketing Mastermind Facebook Group: https://www.facebook.com/groups/autorepairmarketingmastermind * Learn more about the importance of niche marketing, and you can find Brian and Kim Walker here

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

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What is Imposter Syndrome? Discover the true meaning and strategies to overcome imposter syndrome by exploring this article. On today’s episode of Sell With Authority, we are leaning into what might be an uncomfortable topic but crucial for business growth. We’re talking about conquering imposter syndrome — that nagging voice of doubt that can derail your journey to success.

If you’ve ever wondered how you found the courage to start your business, battled the persistent inner critic, or questioned why you’re pushing yourself so hard, you’re not alone.

Our guest expert today, Chris Kelso, is a business owner, executive coach, keynote speaker, and an imposter syndrome expert. He’s here to guide us through understanding, confronting, and ultimately conquering this obstacle many high achievers face.

What is imposter syndrome? In this episode, we uncover the underlying fears fueling imposter syndrome and explore why it’s particularly prevalent among entrepreneurs. We shed light on a common trap that successful people often fall into and discover how imposter syndrome weaponizes our unique gifts against us.

Plus — Chris will equip you with the tools to redefine success on your own terms and identify when imposter syndrome is at play in your team.

It’s a tall order, but we have the perfect guest guiding us through it. Chris is the author of Overcoming The Imposter: Silence Your Inner Critic and Lead With Confidence and has worked with countless business owners and their leadership teams to navigate obstacles to growth.

What you will learn in this episode is about the true meaning of what is imposter syndrome: * What is imposter syndrome and why it’s more prevalent among high achievers * A key strategy Kris uses to combat self-doubt * Why leaning into the fear and doing repetitions will propel your success * Why Kris recommends going out and sharing your ideas * The difference between false humility and real humility * How to recognize imposter syndrome happening in others and help them conquer it

Resources: * Learn more about what is imposter syndrome, and you can find Kris Kelso here * LinkedIn: https://www.linkedin.com/in/kriskelso/ * Facebook: https://facebook.com/thekriskelso * Instagram: https://instagram.com/kriskels * Learn more about what is imposter syndrome by reading this book by Kris Kelso

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

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Growth Strategy for Business? Discover techniques to move your business forward with our guide on developing a growth strategy for business. In this episode of Sell With Authority we’re taking a deep dive into a critical question that business leaders must ask themselves; are we strategically planning for the future, or are we too busy reacting in the moment?

Growth strategy for business? Scaling your agency is a thrilling prospect, but it’s not just about selling more — it’s about ensuring that growth translates into lasting profitability. In fact, growth and profit are not always an elastic relationship or a perfect correlation with one another.

Implementing a robust biz dev machine is just the beginning. The journey to a thriving business involves navigating unforeseen challenges and avoiding trap doors that could jeopardize your success.

As we gear up to roar into 2024, our aim is not only to get you excited about the opportunities ahead, but also to equip you with the tools to build a foundation that can support a larger, more complex business.

Joining this episode is Shawndel Spader, CEO of Spader Group. With a wealth of experience in helping owners navigate the intricacies of business growth, Shawndel shares insights on how to avoid those trap doors and build a foundation for success.

I also invited Hannah Roth, our mad scientist and strategist here at Predictive, to join because of her unique perspective from working in the trenches day in and day out, alongside our clients, helping them build, scale — and then — sell with authority.

If you take and apply the Golden Nuggets shared during this episode, you’ll be ready to crush 2024 and make it your most profitable year yet.

What you will learn in this episode is about growth strategy for business: * What are three trap doors to avoid in building and scaling your business * Signs that a CEO is consumed by the day-to-day tasks instead of continuing to build the business * Why managing your situation is more productive than changing your habits * How to grow your financial confidence and effective growth strategy for business * Why learning how to manage cash flow helps CEOs delegate, set goals, and plan for the future

Resources: * Learn more about growth strategy for business, and you can find Shawndel Spader here * LinkedIn Personal: https://www.linkedin.com/in/spadergroup/ * LinkedIn Business: https://www.linkedin.com/company/spader-group-llc/ * Learn more about growth strategy for business by reading this blog by Shawndel Spader

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

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Have you ever left a client meeting frustrated, feeling like you’ve lost that strategic seat at the table? On this episode of Sell With Authority, we dive deep into this issue with two incredible guests who have not only faced this challenge head-on — but have also successfully overcome it.

Joining us is Lenya McGrath, the Executive Director of Business Development for BLVR, a company dedicated to helping wellness brands turn belief into behaviors that drive meaningful growth. Lenya and her team not only built a methodology to redefine their role beyond being seen as just a branding agency, but also quantified their impact with metrics, including the innovative concept of “Return on Belief.”

But that’s not all — we’ve also brought in our very own mad scientist and strategist here at Predictive, Hannah Roth. She shares the unique perspective she gained from working in the trenches daily with our clients, helping them reclaim that strategic seat at the table.

Our guests today guide you through the process of not just embracing the challenges — but turning them into opportunities.

What you will learn in this episode: * Why the first step to getting back the strategic seat at your client’s table is to lean into their pain points * Why BLVR runs towards the numbers when most agencies run away from them * Why Lenya and her team at BLVR decided to build out their point of differentiation around belief and methodology * How Lenya defines the Say-Do Gap * Actionable tips for a business or brand to effectively close the Say-Do Gap

Resources:

Website: https://blvr.com/
LinkedIn Personal: https://www.linkedin.com/in/lenyamcgrath/
LinkedIn Business: https://www.linkedin.com/company/blvr/

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

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How to narrow down your target market? Refine your business strategy by exploring these techniques on how to narrow down your target market. For this episode of Sell With Authority, we are going on a bit of a mining expedition — and unearthing some super valuable golden nuggets that you can take and apply straight away.

My guest is Corey Quinn — and if you’re meeting Corey for the first time — he has a 25-year record of extraordinary success as an entrepreneur, sales leader, and marketing executive. His most recent in-house role was serving as Scorpion’s Chief Marketing Officer, which is a small business-focused agency that Corey and his team grew from $20 million a year in recurring revenue to $150 million in under seven years. Holy Bananas — right!

Corey is also the host of The Vertical Go-to-Market Podcast, where he interviews 7, 8, and 9-figure business owners who have been widely successful because they niched down.

How to narrow down your target market? If we go a mile wide and an inch deep — we deplete our resources before we can have any impact. Instead of going wide and attempting to attract a broad audience by writing generic content that is suitable for everyone, true authorities do the reverse. They go narrow.

That’s where the gold is!

Not only did Corey help lead an agency that was niched, and they crushed it — but he’s also a curator and collector of stories and data points of other agency owners who are also crushing it because they niched.

If you take and apply the golden nuggets that Corey shares during this episode, you will be positioned and ready to crush 2024 and make it your most successful and profitable year yet…because you went narrow.

What you will learn in this episode is about how to narrow down your target market: * One of the biggest misconceptions that often derails biz dev efforts * Leveraging both inbound and outbound sales tactics * Why specializing in specific customers and industries helps you differentiate * The benefits of taking a vertical marketing approach to your agency * How to narrow down your target market * How to avoid some of the roadblocks to taking a vertical marketing approach

Resources: * Learn more about how to narrow down your target market, and you can find Corey here * LinkedIn: https://www.linkedin.com/in/coreyquinn/ * Twitter: https://twitter.com/coreyquinn * Newsletter: https://www.coreyquinn.com/free-resources * Learn more about how to narrow down your target market by tuning in to this podcast of Corey Quinn:

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

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I am thrilled to welcome my guest to this episode of Sell With Authority, Jeff Bush. Jeff started his formal career in sales and marketing, and then transitioned into becoming a business owner of B2B and B2C companies. He has since become a seasoned entrepreneur with over three decades of experience under his belt and is President of Grow My Profit.

He has quite an impressive track record, but what sets Jeff apart is his extraordinary ability to build and scale companies quickly and profitably. He’s not just a business owner; he’s a master at “owning the business” rather than “owning a job.”

Jeff is a true expert in marketing, lead generation, and sales, but what distinguishes him is his perspective as an owner – always prioritizing the creation of systems, processes, and the acquisition of the right talent – to enable him to truly own the business.

If your goal is to build and scale your agency so you can be in the best position to roar through 2024 and make it your most profitable year ever — the insights and wisdom Jeff shares are incredibly helpful!

What you will learn in this episode: * Jeff’s philosophy around ownership * One simple metric that can help owners build a big business that is scalable * Why it is important to set goals for your overall revenue * How Jeff scaled lead gen so quickly, and kept it going * How to build a scorecard to help you reach your revenue goals

Resources:

Website: https://growmyprofit.com/
LinkedIn Personal: https://www.linkedin.com/in/jeff-bush-50b24117/
LinkedIn Business: https://www.linkedin.com/company/grow-my-profit/
Youtube: https://www.youtube.com/@GrowMyProfit
Instagram: https://www.instagram.com/growmyprofitnow/
Facebook: https://www.facebook.com/profile.php?id=100092302372705
Tiktoc: http://tiktok.com/@GrowMyProfit

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

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Co-opetition Strategy? Discover the possible effect if you didn’t collaborate with competitors by exploring our guide on co-opetition strategy. In this episode of Sell With Authority, I’m thrilled to welcome our guest expert, Nicole Mahoney. Nicole is the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry.

She also serves as CEO of Travel Alliance Partners — is the host of the rock solid awesome podcast, Destination on the Left — and is the author of the brilliant book, Stronger Together: Building World-Changing Business Collaborations.

Why am I so excited to have Nicole join me on the podcast today? It’s because Nicole’s approach to building her businesses, her unwavering commitment to serving her industry, and her refreshing perspective on competitors are truly unique — and so refreshing — in an industry where many are very willing to race each other to the bottom on profit just to win that next new client.

A co-opetition strategy is a better alternative to competing. Nicole shows you how to collaborate with competitors and helps you learn how to collaborate with them, resulting in more client wins, opportunities, and room for growth.

Nicole calls this innovative strategy in collaboration “coopetition.” But it’s more than a strategy; it’s a way of life for Nicole. It’s the guiding principle behind her leadership, her teaching, and how she and her team serve their industry.

If you take and apply the insights and wisdom Nicole shares on co-opetition strategy, you’ll unlock a world of new opportunities and forge partnerships, and perhaps even alliances, with former competitors. This will position you perfectly to charge into 2024.

What you will learn in this episode is about the co-opetition strategy: * How Nicole defines coopetition * Why Nicole sees collaboration and co-opetition strategy as one and the same * Why you are losing out if you are not pursuing collaborations with competitors * What are the three types of collaborators Nicole discovered in her research * How to set up a framework that will set you up for success in building collaborations

Resources: * Want to learn more about co-opetition strategy? You can find Nicole here: * LinkedIn: https://www.linkedin.com/in/nicolemahoney/ * Twitter: https://twitter.com/MahoneyNicole * Destination on the Left Podcast: https://breaktheicemedia.com/podcast/ * Stronger Together: Building World-Changing Business Collaborations * Travel Alliance Partners: https://www.tapintotravel.com/ * Learn more about co-opetition strategy by tuning in to this podcast by Nicole Mahoney: The 3Cs of Successful Collaboration, with Nicole Mahoney

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

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Standing out in a crowd. If your agency applies the principles from this episode — you’ll be better at standing out in a crowd. I am thrilled to welcome our special guest expert to this episode of Sell With Authority, Mark Levy. Mark is the Founder of Levy Innovation and has an impressive track record of helping clients break free from the sea of sameness.

He’s done it over 25,000 times for prominent figures like Simon Sinek, heads of divisions within two different White House administrations, the Strategy unit of the Harvard Business School, the CEO of Popeye’s Louisiana Kitchen, and even individuals associated with Major League Baseball who have spoken at the United Nations.

I invited Mark to join us today because he’s a true expert in solving a chronic problem that many agencies and consulting firms face — the challenge of standing out in a crowded market. Mark understands that even though you and your team might be branding, demand generation, or PR experts when it comes to showcasing your own uniqueness, it can feel like you’re the cobbler’s kids.

Standing out in a crowd is the key to success, strategically showcasing your unique qualities in a sea of competitors to capture attention and gain recognition. Candidly, one of the most effective ways to attract a steady stream of right-fit clients into your sales pipeline is to stake your claim, own the ground you’re standing on, and, most importantly, stop sounding like everyone else.

Mark and I focus on how to pick the right story to tell and strategies for standing out in a crowd — because by telling it — you step away from the sea of sameness in a real and differentiated way.

What you will learn in this episode is about standing out in a crowd: * Why agencies and consulting firms excel at helping clients but struggle to differentiate themselves * The common challenges that agencies face when being stuck in the sea of sameness * Standing out in a crowd is the key to attracting right-fit clients * How agencies can distinguish themselves authentically * How to artistically select the perfect narrative to set your agency apart

Resources: * Website: https://www.levyinnovation.com/ * Learn more about standing out in a crowd by tuning in to this virtual event by Mark Levy: How to Differentiate Your Company — Even If You’re in a Hard-to-Differentiate Industry * Explore effective techniques for standing out in a crowd and discover Mark’s insights here. * LinkedIn: https://www.linkedin.com/in/levyinnovation/ * Twitter: https://twitter.com/LevyInnovation

November Intensive We’re getting our Predictive ROI clients together for our next 2-day Intensive on Wednesday & Thursday, November 15th & 16th, from 8:30 a.m. to 12 noon Central on Zoom.

It’s a private client-only event designed to help everyone in the room move their businesses further faster.

Would you like to join us?

Just email Stephen (Stephen at Predictiveroi.com) with the word “ONWARD,” and we’ll be in touch with the full details, calendar invites, and Zoom links.

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

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Sales Call Strategy? Optimize your sales approach with our guide to successful sales calls. Unlock success with our sales call strategy. Sales call strategy — For over 30 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside and consulting with hundreds of agencies, business coaches, and consultants — teaching them how to plant their flag of authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Stephen founded Predictive ROI in 2009 and remains its CEO and co-owner, working alongside his business partner, Erik Jensen. Stephen hosts the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. His agency new business and marketing insights have been featured in major media, and he’s the bestselling author of five books, including his latest entitled, “Sell With Authority.”

Sales call strategy is a must in today’s modern business. In this solocast episode of the podcast, Stephen shares his insights and strategies around how to architect your next sales call so you help your prospect move closer to becoming your next new client — without feeling like you are trying to “close” the sale.

This solocast also serves as a preview of Day 2 of our upcoming 2-day Intensive on November 15th & 16th, 2023. More details below.

What you will learn in this episode is about having a sales call strategy * Create your own version of our “Help Me Understand…” worksheet * Effective sales call strategy * Link the “Vital Priorities” and “Issues” from the worksheet into the proposals you write * Structure your proposals using five ingredients that will make it easy for a prospective client to say “YES!” * Apply our “seeding and opening loops” sales closing technique * Share your value ladder / service levels / offers with your prospective clients in full transparency you are selling without selling

Free Resources: * + Learn more about Sales Call Strategy by tuning in to this episode of Stephen: Transform Your Sales Pipeline, with Stephen Woessner + 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 + Learn more about Sales Call Strategy, and you can find Stephen here

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On this episode of Sell With Authority, Predictive’s own strategist and scientist Hannah Roth, and I are joined by special guest expert John Emmerson. John is currently Director at London Agency, a healthcare specialist communications agency.

John and his team have a depth of expertise in helping clients speak the “local language” of their clients – and their client’s clients. John’s approach to unique industry insights helps his clients not only earn a strategic seat at the table – but also keep it.

Effective marketing requires localization and a deep understanding of those nuances of each market. John calls this “the private elevator,” — and Hannah and I ask John to walk through and shine a bright light on every aspect of the strategy — because it’s brilliant!

If you take and apply the insights and wisdom John shares during this episode — you’ll be in a much better position to help your clients help their clients, which in turn — will shorten your sales cycle.

What you will learn in this episode: * What are the benefits of niching down * Why it is critical to speak the local language of your prospects * What is the “Private Elevator” * How to get and keep your key to the Private Elevator * What are the mistakes that cost people the key to the elevator

Resources:

Website: https://londonagency.com.au/
LinkedIn Personal: https://www.linkedin.com/in/john-emmerson-1804132a/
LinkedIn Business: https://www.linkedin.com/company/london-agency-pty-ltd/

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Strategic Selling Techniques? Explore effective strategies on how to use purposeful self-promotion with our strategic selling techniques. Strategic selling techniques — On this episode of Sell With Authority, we focus our time and attention on a goal that will help you roar into 2024 and crush it throughout the year — how best to leverage your smarts in content and self-promotion that enables you to sell from a position of authority — without looking self-promotional.

I am excited to welcome Lisa Bragg. Lisa is the Founder of MediaFace, a Toronto-based content and consulting firm. She has literally written the book on how to talk about success, Bragging Rights: How To Talk about Your Work Using Purposeful Self-Promotion.

Lisa’s book provides a structured approach and framework to enhance your visibility through purposeful self-promotion. She is sharing her invaluable insights and expertise on how to be genuinely helpful to your audience while promoting your work effectively, ultimately moving the needle in your business.

What you will learn in this episode is about strategic selling techniques: * Why you should market to where you want to go * How you can craft a signature story in which your right-fit prospects can see themselves * How to teach in both helpful and meaningful ways * Ways to best leverage your smarts and best strategic selling techniques * How to sell from a position of authority without sounding self-promotional

Resources: * + Want to learn more about unique and effective strategic selling techniques? You can find Lisa here: + LinkedIn Personal: https://www.linkedin.com/in/lisabragg/ + LinkedIn Business: https://www.linkedin.com/company/lisa-bragg-consulting/ + Facebook: https://www.facebook.com/ThatLisaBragg/ + Instagram: https://www.instagram.com/thatlisabragg + Bragging Rights Riff Tool: https://www.lisabragg.com/listener-love + Learn more about strategic selling techniques by reading this book: Bragging Rights: How to Talk about Your Work Using Purposeful Self-Promotion by Lisa Bragg

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Steps in the sales process? Elevate your sales journey and ensure success with our guide on steps in the sales process. Steps in the sales process — I am over the moon excited to welcome our special guest expert, Karl Sakas, on this episode of Sell With Authority. Karl is the author of three books, including Work Less, Earn More, and more than 400 articles on agency management. Karl shares how he has helped agencies work less and make more.

Aren’t we all looking for strategies, tactics, tips, tricks, the things that we can put into motion to work less and make more?

For today’s conversation, Karl and I are leaning into some work he’s done alongside agencies. Specifically, a very simple — which does not mean simplistic — three-step process he uses to create big wins for agencies.

If you take and apply the wisdom and insights for steps in the sales process that Karl shares with us, you will close out your Q4 stronger than ever before. And you’ll be well-prepared to make 2024 a roaring success.

What you will learn in this episode are the steps in the sales process: * Why Karl is the go-to resource for agency owners, coaches, and consultants * The three-step process Karl uses to create big wins for agencies * Why niche is the very first step in Karl’s process * Steps in the sales process and the value of honing your approach to make it more understandable and profitable * How to delegate for not just efficiency but also team growth

Resources: * Learn more about the Steps in the Sales Process, and you can find Karl Sakas here: * LinkedIn Personal: https://www.linkedin.com/in/karlsakas/ * LinkedIn Business: https://www.linkedin.com/company/sakas-&-company/ * Facebook: https://www.facebook.com/SakasAndCompany/ * Twitter: https://twitter.com/KarlSakas * Instagram: https://www.instagram.com/SakasandCompanyTeam/ * Work Less, Earn More * Learn more about the Steps in the sales process by tuning in to this podcast by Karl Sakas: Sales proposals, scope creep, SOPs, and client account growth: Agency Q&A

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

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How to Cold Call? Tom Martin — an internationally recognized sales and marketing keynote speaker shared his top secrets on how to cold call. On this episode of Sell With Authority, we have a special encore guest expert, Tom Martin, who has been in the trenches of the agency business for over 30 years.

How to cold call? Tom is an internationally recognized sales and marketing keynote speaker and the Founder of Converse Digital. He helps agencies just like yours and mine strategically turn conversations into clients, and today, he is sharing some invaluable wisdom on how to do just that.

Recently, Tom wrote a game-changing blog post about raising the bar of excellence in how we show up on LinkedIn, not just for content but also for making those all-important connections without coming across as pushy.

We are focusing on the right LinkedIn approach for Tom's encore episode. Here’s the reality — the more you educate, share, and lead with valuable content, the more trust you build with your audience, clients, and right-fit prospects.

These teaching moments on how to cold call will also become excellent biz dev opportunities for you and your team in Q4 of this year, and you'll be in a wonderful position to roar into 2024.

What you will learn in this episode is about how to cold call: * Why you should optimize your LinkedIn profile * Tom’s strategy on how to cold call with content strategy methodology * How to open doors with right-fit prospects without sounding pushy * The results of Tom’s LinkedIn automation experiment * Why you should just stop selling and just start helping

Resources: * + Learn more about How to Cold Call and find Tom Martin here + LinkedIn Personal: https://www.linkedin.com/in/tommartinjr/ + LinkedIn Business: https://www.linkedin.com/company/conversedigital/ + Twitter: https://twitter.com/TomMartin + Facebook: https://www.facebook.com/ConverseDigital + Agency Business Development Resources: https://conversedigital.com/agency-business-development-resources + Painless Prospecting Newsletter: https://conversedigital.com/painless-sales-prospecting + Building Connections That Matter: LinkedIn Sales Prospecting Strategies For Introverts + How To Sell Your Agency's Services Even When You Hate Selling + BSGC Pricing Approach & Template: Use Promo Code HolyBananas for 25% off Regular Price + Learn more about How to Cold Call by listening to our first interview with Tom Martin: How to Never Be Without Prospects

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Sales Pipeline Stages — Gain insights to refine your strategy. Navigate Sales Pipeline Stages successfully for heightened success. My Predictive team and I are looking forward to helping you close out Q4 strong so you can roar into 2024 and crush the year. In the fast-paced reality of marketing agencies, your success depends on more than just creativity and strategy. It’s about building an effective sales process.

That’s where my very special guest expert on this episode of Sell With Authority, Jason Swenk, and I are focusing our time and attention. Agency owners and consultants — just like you and me — are facing common challenges. Clients and prospects are taking longer to approve work, delaying payments, and making the business landscape a bit trickier to navigate.

Jason Swenk is the Founder of Agency Mastery 360, a very unique consultancy designed to help marketing agency owners just like you and me, grow their agencies faster.

Sales pipeline stages? A discussion about the sales process has never been more relevant. Candidly — clients and prospects delaying work is a reality we all face, and now is the time to cast as many fishing lines as possible in the right ponds. But remember — those lines must be connected to an effective sales process to avoid driving yourself crazy with extra work and limited results.

I encourage you to listen to this episode as Jason shares insights on building a top-notch sales process to catch the right clients, reel them in, and juggle the endless responsibilities.

What you will learn in this episode about sales pipeline stages: * Why having a great biz-dev system in place transforms your agency from a burden to an asset * Sales pipeline stages: How to understand your ideal client profile, or ICP, and align it strategically * How to find and train the right sales people * How to pick your niche * What are the components of a top-notch sales process * How to knit together niche and team to create an effective sales process

Resources: * + Website: https://www.agencymastery360.com/ + Learn more about sales pipeline stages by reading this article by Jason Swenk: 3 Elements of a Proven Agency Sales Process + LinkedIn Personal: https://www.linkedin.com/in/jasonswenk/ + LinkedIn Business: https://www.linkedin.com/company/agency-mastery/ + Youtube: https://www.youtube.com/jasonswenk + Instagram: https://www.instagram.com/jswenk/ + Access to Agency Mastery Resources: https://www.agencymastery360.com/resources + “Accelerating Your Agency: An 8 Systems Playbook For Growing Your Agency Faster” + Gain deeper insights into sales pipeline stages by reading this article entitled Building the Right Sales Team to Grow Your Agency.

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On this episode of Sell With Authority I’m joined by a guest who’s a true expert in superconsumer growth strategies, Eddie Yoon. Eddie is the Founder of Eddie Would Grow, a think tank and advisory firm that specializes in business growth strategy.

Eddie and his team have a remarkable track record of generating billion-dollar outcomes for their clients by harnessing the power of superconsumers. These strategies don’t just boost sales; they help create new categories and drive existing category growth.

Eddie is also the author of the book Superconsumers, published by Harvard Business Press. In his book, Eddie mapped out a framework that he designed to help companies just like yours and mine grow — but grow in sustainable — and I would argue — predictable ways.

Eddie and I talk through the framework. If you take and apply the insights, best practices, and wisdom Eddie shares during this episode — you and your team will have an even more crystal clear example of who your superconsumers are — and most importantly — how you can be helpful to them.

What you will learn in this episode: * Who are your superconsumers * Who are your client’s superconsumers * How to find and engage with your most profitable and passionate clients * How just 10% of your clients can drive 30% -70% of your sales * How to best leverage superconsumer potential for your business and your clients

Resources:

Website: www.eddiewouldgrow.com
LinkedIn Personal: https://www.linkedin.com/in/eddie-yoon-ewg/
LinkedIn Business: https://www.linkedin.com/company/category-pirates/
Twitter: https://twitter.com/EddieWouldGrow
Category Pirates Substack: https://categorypirates.substack.com
The 22 Laws of Category Design
Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

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On this episode of Sell With Authority, I am excited to welcome Mickie Kennedy. He is the visionary Founder of eReleases, a trailblazing company that has been empowering business owners like you and me for the past 24 years. Mickie’s mission is simple but powerful — to help you increase your visibility, authority, and credibility within your chosen niche by expertly distributing press releases to the media.

In full transparency — when I first thought about having this conversation with Mickie — I was thrilled, but I also had my fair share of trepidation. PR is a complex world of journalist databases, the art of making one press release stand out amidst a sea of others, and the delicate dance of developing relationships with editors and reporters. It’s a realm that is not within my areas of expertise.

But here’s the thing — once I took a good, hard look at the vast expanse of knowledge that Mickie possesses, things that I don’t understand how to optimize, my trepidation just evaporated. In fact, it transformed into excitement because I realized that interviewing Mickie will be an absolute game-changer for all of us.

If you take and apply the insights, best practices, and wisdom that Mickie shares, you and your team will be able to seamlessly integrate distributing press releases into your overall authority positioning strategy.

What you will learn in this episode: * Are press releases still used and considered helpful by journalists * What is newsworthy enough to warrant a press release * Best practices for crafting a press release that stands out * The best approach for sending a press release the media will pick up * What is the best cadence a company should follow when thinking about a strategy for distributing press releases

Resources:

Website: https://www.ereleases.com/
LinkedIn Personal: https://www.linkedin.com/in/publicity/
LinkedIn Business: https://www.linkedin.com/company/ereleases/
Facebook: https://www.facebook.com/ereleases.press.release
Twitter: https://twitter.com/ereleases
Instagram: https://www.instagram.com/ereleasespr/
Master Class Video: https://www.ereleases.com/plan/

Additional Resources:

Predictive ROI Library: https://predictiveroi.com/resources/

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On this episode of Sell With Authority, I am excited to welcome back special guest David Kreiger, the Founder of SalesRoads — a remarkable sales outsourcing and appointment setting firm. He has led SalesRoads through significant growth and the company was twice listed on the Inc 5000.

David was my guest for Episode 65 of the podcast, where we dug into several uses of AI in sales, as well as, sales fundamentals. After that conversation, I immediately invited him to join me for an encore because the conversation was so amazing. Even though we covered a ton, and David was super generous in sharing his smarts, we both knew that we had only scratched the surface because the topic of AI in sales is big and the opportunities are vast.

For today’s encore — David and I are going back to the well — and are continuing to explore how you and your team can use AI inside your sales process — while ensuring your process still feels human-centered with a personal touch.

What you will learn in this episode: * How you and your team can successfully use AI in your sales process while ensuring a human-centered and personal approach * How to avoid fake personalization when using AI tools * David’s blueprint for brainstorming and considering possibilities * Best practices for using AI tools focused in sales * How to build a prospect list * Why jumping in and trying new things with AI tools is the best way to accelerate results

Resources:

Website: https://www.salesroads.com/
LinkedIn Personal: https://www.linkedin.com/in/davidkreiger/
LinkedIn Business: https://www.linkedin.com/company/salesroads/
Twitter: https://twitter.com/kreigs

Additional Resources:

Predictive ROI Library: https://predictiveroi.com/resources/

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For over 25 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside agencies and consultants — teaching them how to build their authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Stephen founded Predictive ROI in 2009 and remains its CEO and co-owner, along with his business partner, Erik Jensen. Stephen hosts the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. His agency new business and marketing insights have been featured in major media, and he’s the bestselling author of five books, including his latest entitled, “Sell With Authority.”

Free 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/
- Join our next QA Session: https://predictiveroi.com/qa/
- Order your free paperback or Kindle copy of our Book: Sell with Authority Share this episode on:

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For over 25 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside agencies and consultants — teaching them how to build their authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Free 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

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Free 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

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We have an exceptional guest expert on this episode of Sell With Authority; I’m thrilled to have this conversation with Kathryn McGarvey. Her insights will reshape the way you approach marketing.

I had the pleasure of crossing paths with Kathryn McGarvey through a mutual friend and a previous rock solid awesome two-time guest on our podcast, Karley Cunningham. Kathryn runs The Meaningful Marketing Company, based in Napier, New Zealand. Her approach to marketing isn’t your run-of-the-mill strategy. It’s what she terms “digitally eavesdropping,” a brilliant concept of wholesome snooping that we cover in depth.

And here’s where it gets truly captivating: Kathryn has a workshop titled “Steal From Your Clients.” Yes, you heard that right! In this workshop, she empowers attendees to gather the authentic words of their clients through interviews, and then masterfully weave these insights into their own sales and marketing materials. It’s not just about writing; it’s about curating a conversation that resonates in a profoundly authentic way.

It’s about connecting with them on a deep level so that you understand their dialect and then leveraging it in ways that will generate the most return on your investment of time.

What you will learn in this episode:

Why Kathryn believes the insights you get from talking directly to your customers is the ultimate marketing hack
Why Kathryn started teaching in the workshop format, and why she used the provocative title, “Steal from Your Clients”
How Kathryn strategically introduces her concept of wholesome snooping to right-fit prospects
What questions you should be asking your clients
Why it is essential to follow curiosity instead of a script
The best ways to leverage collected intel

Resources:

Website: https://www.meaningfulmarketing.co.nz/
LinkedIn Personal: https://www.linkedin.com/in/kathryn-mcgarvey/
LinkedIn Business: https://www.linkedin.com/company/the-meaningful-marketing-co/

Additional Resources:

Predictive ROI Free Resource Library: https://predictiveroi.com/resources/

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Stephen Woessner is the Founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.”

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

Free 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

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On this episode of Sell With Authority I am thrilled to welcome Tricia Brouk. Tricia is an award-winning director, producer, and mentor who has helped countless speakers step onto prominent stages worldwide. Tricia’s expertise lies in transforming individuals into industry thought leaders through the art of authentic storytelling. Her book, The Influential Voice: Saying What You Mean for Lasting Legacy, soared to the #1 spot on Amazon’s New Releases in December 2020.

Let’s take a moment to rewind and understand how this episode came to be. When Drew McLellan, CEO of Agency Management Institute, and I decided to pen our book, Sell with Authority, we knew that sharing insights and how-to’s on creating cornerstone content was a must. For those who have read our book, this valuable information is housed in Chapter 6. If you don’t have a copy yet, no worries, just visit PredictiveROI.com/Resources, and you can get your hands on a free paperback or Kindle version.

Chapter six of our book delves into what cornerstone content is and what it is not. We also offer various examples of cornerstone content types, each classified as either “writing” or “talking.” Some of these examples include podcast series, authored books, primary research studies, video series, webinars, provocative articles, and keynote speeches that define your niche and POV, steering clear of the generalist trap.

While some may gravitate towards writing, there’s a unique allure to speaking and sharing your story in a compelling manner. Speaking allows for a touch of improvisation, making the crafting, rehearsing, and delivery of content absolutely critical. This is where Tricia Brouk’s expertise shines, and it’s why I invited her to join the podcast today.

We dive into the process of transforming from a rock-solid agency owner or consultant to an esteemed thought leader. Tricia shares her wisdom on leveraging the power of storytelling without coming across as self-aggrandizing, which significantly adds value to your audience.

When we get this right and deliver an impactful speech, something extraordinary happens—we say what we mean and create a lasting legacy in the process.

What you will learn in this episode:

Why it is crucial to be intentional about what you are saying and how you are saying it when on stage
Tricia’s approach to script analysis
Why Tricia believes we are at a precipice right now when it comes to communication
Some roadblocks to speaking with intentionality and connecting with the audience, and how to push past them
Why a speaker should actually perform the action of waiting when standing on stage
How to achieve mastery and command on stage
Why credibility as a speaker does not mean you have to have a book or PhD

Resources:

Website: https://triciabrouk.com/
LinkedIn Personal: https://www.linkedin.com/in/triciabrouk/
LinkedIn Business: https://www.linkedin.com/company/thebigtalk/
Facebook: https://www.facebook.com/thebigtalkcommunity
Instagram: https://www.instagram.com/tricia_brouk/
Twitter: https://twitter.com/TriciaBrouk
The Art of the Big Talk Masterclass

Additional Resources:

Predictive ROI Free Resource Library: https://predictiveroi.com/resources/

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I am thrilled to bring you our guest expert on this episode of Sell With Authority, Shane Perkins. Shane is the CEO of Unite Digital Holdings, a remarkable holding company dedicated to creating a growth-oriented ecosystem for privately held agencies across the United States.

Shane’s primary focus is on expanding the company’s reach through strategic acquisitions, and that’s precisely why I invited him to join us today on the podcast. I had the pleasure of meeting Shane at the Build a Better Agency Summit in Chicago, an event organized annually by the Agency Management Institute. For agency owners, the Built a Better Agency Summit serves as an ideal environment to gather key takeaways and insights, helping them build profitable agencies that they may choose to sell in the future.

Here, I serendipitously bumped into Shane, and we briefly talked about the remarkable work he and his team at Unite do. Instantly captivated by his insights, I couldn’t pass up the opportunity to invite him to join us on the podcast.

If your goal is to sell your shop someday — or to run as profitable of an agency as possible so you can build your wealth outside the agency — Shane’s advice and recommendations are incredibly helpful.

What you will learn in this episode:

Why an agency owner should consider what they want personally, and for their clients
Why packaging solutions around our right-fit prospects will make scaling easier
What represents secure and stable clients
Milestones for agency owners to put themselves in the best position to scale their business successfully
Pitfalls that agency owners should be thinking about if selling is the right path – and how to sidestep them

Resources:

Website: https://unite.digital/
LinkedIn Personal: https://www.linkedin.com/in/shane-perkins-unite-digital/
LinkedIn Business: https://www.linkedin.com/company/unite-digital-now/
Twitter: https://twitter.com/TakeOverSEO
Apply to Join Shane’s Agency Group: https://unite.digital/apply/

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She’s back! My guest on this episode of Sell With Authority is none other than my esteemed colleague and dear friend Hannah Roth. At Predictive ROI, Hannah is not just our mad scientist and strategist; she’s a force of nature when it comes to being relentlessly helpful. Whether she’s addressing our audience in person or virtually, Hannah’s unwavering dedication to providing immense value shines through in every interaction.

What truly sets Hannah apart is her commitment to crafting a curriculum that is meticulously prepared with one overarching goal: to deliver unparalleled value to our community and right-fit clients. She pours her expertise and insights into each presentation, ensuring that everyone who listens gains actionable takeaways.

I can promise you that the challenge we tackle today has likely hindered your results and made you feel like you’re trying to scale your business with one hand tied behind your back. We’re addressing a critical aspect of agency growth—selling.

Having spent the last three decades immersed in the agency and consultancy world, I firmly believe that there are significant constraints that impede agencies from transforming selling from a dirty word into a rewarding and helpful process for both prospects and clients.

Hannah and I dive into these constraints from various perspectives, shedding light on how they may be impacting your own agency. And we share some free resources, some advice, some strategies, and tactics to help get you and your team past the constraints.

What you will learn in this episode:

What happens when we give our smarts away without any expectation of a return
What is the best question to ask when starting the sales process
How we can overcome hiding from selling because of fear
What needs to be at the forefront of our sales proposal
How to recover when the sales call outcome is not what we wanted or expected
Why a conceptual agreement and being upfront with the price will save time and energy
Three things listeners can do today to start improving their sales process

Resources:

Website: www.predictiveroi.com
Predictive ROI Frameworks Library: https://predictiveroi.com/resources/
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
Free paperback or Kindle copy of our Book: Sell with Authority

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On this episode of Sell With Authority, we have a very special guest joining us for an encore interview. If you’re meeting him for the first time, Raul Hernandez-Ochoa is the Founder of Do Good Work, a digital growth consulting practice dedicated to helping agencies, business coaches, and strategic consultants achieve profitable growth.

Now, some of you may remember Raul from episode 57, where we discussed creating a client attraction system. But during that conversation, we stumbled upon an unexpected topic that piqued our interest — productizing a service offering. It sparked memories of my own experiences back in 2002 when I served as the director of business development for an agency.

I can distinctly recall endless discussions within our management team about the incredible potential of productizing aspects of our daily custom work for clients. We dreamed of cracking that nut — the ability to relieve the pressure of starting our profit and loss statement from scratch every month, heavily reliant on billing for time and materials.

Imagine the possibilities — providing clients with faster and potentially more affordable off-the-shelf solutions. And if we cracked that nut, we could potentially reduce the amount of custom work, leading to fewer cost overruns on our estimates. The ultimate goal was to bolster our bottom line and increase profitability.

Perhaps you and your team have had similar discussions. Maybe you’ve already cracked that nut or are exhausted from banging your head against the same wall repeatedly. Either way, I have great news for you. Today, Raul is sharing his invaluable insights and experiences, guiding you forward with the successful productization of your service offerings.

What you will learn in this episode: * The importance of productizing services to match the expectations of what a client wants from you * The advantages of packaging solutions that you already have productized to create a unique presentation for a right-fit prospect * Raul’s framework for productizing a service * Some of the pitfalls that get agencies face early on in the process and ways to maneuver them * How to streamline productizing a service

Resources:

Website: https://dogoodwork.io/
LinkedIn Personal: https://www.linkedin.com/in/dogoodwork/
LinkedIn Business: https://www.linkedin.com/company/dogoodwork/
Twitter: https://twitter.com/rherochoa
Growth Plan Book: https://dogoodwork.io/growth-plan
High-Impact Resources for SWA Listeners: https://dogoodwork.io/swa
Productive Profits Book: https://www.amazon.com/Productive-Profits-Founders-Scaling-Impact/dp/B085K5S5XZ
SWA Episode 57: How to Create a Client Attraction System, with Raul Hernandez-Ochoa

Productive Profits: The Founder’s Guide To Scaling Your Impact

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On this episode of Sell With Authority, I am excited to welcome special guest expert David Kreiger, the Founder of SalesRoads — a remarkable sales outsourcing and appointment setting firm. Get ready for an enlightening conversation as David and I dive into the realm of utilizing AI as an integral part of your sales process.

But hold on, because we’re not just talking about incorporating AI for the sake of it. No, we’re tackling a crucial aspect—how to leverage AI while preserving the human touch that makes your sales process truly exceptional.

It’s a tall order, but an essential one for us to discuss.

I assure you that the insights, best practices, and wisdom David shares today are transformative. By applying these strategies, you’ll accelerate your results, break free from the feast and famine cycle that often plagues agencies and consulting firms, and propel your business development efforts to new heights.

What you will learn in this episode: * How to harness the power of AI and blend it into your sales process — and — how to blend it in at your own pace * Challenges that arise when an agency lacks sales fundamentals * Sales fundamentals that you and your team need to have in place before implementing AI * The connection between sales team performance and agency success * Strategies for blending automation and personalization effectively * Ensuring a high-touch experience while leveraging AI in sales

Resources:

Website: https://www.salesroads.com/
LinkedIn Personal: https://www.linkedin.com/in/davidkreiger/
LinkedIn Business: https://www.linkedin.com/company/salesroads/
Twitter: https://twitter.com/kreigs

Additional Resources:

Predictive ROI Library: https://predictiveroi.com/resources/

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On this episode of Sell With Authority, I am excited to welcome very special guest Michael Hague. Michael is one of Hollywood’s top script consultants and story experts. He helps writers, speakers, entrepreneurs and filmmakers increase their impact and grow their businesses by telling better stories. In addition to his consulting work, he has conducted workshops for over 70,000 participants worldwide, sharing his invaluable expertise.

Throughout his career, Michael has worked on films featuring renowned actors such as Tom Cruise, Reese Witherspoon, Julia Roberts, and Morgan Freeman.

Today’s discussion focuses on the power of storytelling. Michael shares insights on how you can connect with your clients’ issues and challenges through stories that are informative, helpful, and devoid of self-aggrandizement. By employing this storytelling technique, you can effectively teach valuable lessons while forging meaningful connections.

We also explore the importance of identifying the right ponds – the specific areas where your ideal clients gather. When you align your stories with the appropriate business problems and share them in the right contexts, you increase your chances of being invited to share your smarts with your target audience. This strategic approach allows your stories to become what Michael aptly describes as “stealth marketing.”

The insights and wisdom he shares throughout this discussion will equip you with the necessary tools to tell compelling stories, as well as incorporate stealth marketing into your agency, attracting a steady stream of right-fit clients.

What you will learn in this episode: * Michael’s definition of stealth marketing and how to implement it to build a connection with right-fit prospects * How we can get right-fit prospects on the hero’s journey and celebrate the victory with us * Michael’s philosophy and goals when standing in front of right-fit prospects * The six-step process Michael recommends for how to tell a story * The power of sharing the hero’s inner journey as well as their outer journey when telling a story to connect with the audience

Resources:

Website: storymastery.com
LinkedIn: https://www.linkedin.com/in/michael-hauge-823b5791/
Facebook: https://www.facebook.com/michael.hauge.96
Twitter: https://twitter.com/michael_hauge
Michael’s Story Mastery Resources: https://storymastery.com/shop/
SWA Episode 53: How to Find Your Ideal Clients, with Stephen Woessner
Onward Nation Episode 184: 8 Steps to Tell a Great Story, with Michael Hauge
Onward Nation Episode 250: Living in Fear to Living Courageously, with Michael Hauge

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I am so excited to welcome back Juliana Marulanda for an encore interview on this episode of Sell With Authority. If you’re meeting Juliana for the first time, she is the Founder of ScaleTime, a renowned agency consultancy with an impressive track record. Juliana and her team have helped over 500 agencies transform into lean, mean, profitable machines.

Juliana was our guest expert on the podcast just a few short weeks ago, and as we came in for a landing on episode 60, I asked her immediately if she would come back for an encore. I totally put her on the spot, and she said yes.

In this episode, we dive deeper into Juliana’s S.C.A.L.E. framework, which we began exploring in our previous conversation but needed more time to cover fully. We will also explore how AI tools like ChatGPT and effective prompts can supercharge your efficiency.

For additional context, Juliana was one of the experts at the Build a Better Agency Summit in Chicago that my team and I attended in May. She led highly attended breakout sessions where attendees were captivated by her insights and hands-on experience in using AI to streamline the process of recording standard operating procedures (SOPs) by a staggering five times faster. By mastering SOPs, businesses can eliminate repetitive tasks and focus on scaling their operations.

What you will learn in this episode:

Why implementing effective SOPs will streamline operations
The steps within Juliana’s S.C.A.L.E. framework
How to go from operator to owner
How Juliana and her team teach leadership differently than other consultancy firms
Juliana’s recommendations for effectively leveraging AI tools for SOPs

Resources:

Website: www.scaletime.co
LinkedIn Personal: https://www.linkedin.com/in/julianamarulanda/
LinkedIn Business: https://www.linkedin.com/company/scaletime/
Facebook: https://facebook.com/scaletime/
Instagram: https://www.instagram.com/julianamarula
Youtube: https://www.youtube.com/scaletime
The ScaleMap Diagnostic: https://discovery.scaletime.co/scale-map

Additional Resources:

Predictive ROI Resource Library: https://predictiveroi.com/resources

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I am thrilled to welcome back to this episode of Sell With Authority the brilliant Hannah Roth. Hannah is our very own mad scientist and strategist here at Predictive ROI.

She is no stranger to our community of rock-solid awesome agency owners and strategic consultants, as she consistently shares her expertise through various platforms like open-mic Q&As, 2-day Intensives, Teach & Do sessions, and our Facebook group. This marks Hannah’s fourth appearance on the Sell with Authority podcast, with her previous insightful contributions in Episodes 35, 48, and 54 — all of which I highly recommend adding to your must-listen list.

What truly sets Hannah apart is her unwavering dedication to being relentlessly helpful in all her interactions with our audience, whether in-person or virtually. Every time she takes the stage, her curriculum is meticulously prepared with one overarching goal: to provide immense value to our community and right-fit clients.

Let me set the stage for what we explore. I can assure you that the issue and challenge Hannah helps us tackle today has likely hindered your results, or left you feeling like you’re trying to grow your business with one hand tied behind your back. We delve into the critical topic of building an email list — more specifically, how to accomplish this from scratch without relying on paid ads or complicated technology.

Holy Bananas – it’s one of those episodes where you ask yourself, “What in the world was that — because that was awesome!”

What you will learn in this episode:

Context around siphoning an audience
What happens when you approach an audience with intentionality behind the strategy
Why showing up helpful will grow your sphere of influence
Potential opportunities to get in front of other audiences
The advantages of deepening relationships by providing helpful, informative, and actionable information

Resources:

How to Siphon Other’s Audiences Into Your Own Framework
Predictive ROI Frameworks Library: https://predictiveroi.com/resources/
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
SWA Episode 35: Stephen Woessner in the Hot Seat, with Hannah Roth
SWA Episode 48: Sales Closing Techniques Without Feeling Like You’re Closing, with Hannah Roth
SWA Episode 54: Turn Ranting Into Revenue, with Hannah Roth

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On this episode of Sell with Authority, I am excited to welcome guest expert Craig Cody. He is the Founder and CEO of Craig Cody & Company. Craig and his team are renowned tax strategists who help business owners maximize their tax savings legally and effectively.

And in full transparency — Craig is our tax strategist here at Predictive. The results he and his team deliver for us and all their clients are off the charts.

We’ll dive into the world of proactive tax strategies, discussing the common financial concerns, pain points, and major issues business owners face. We aim to equip you with the knowledge to keep more of what you earn and implement a proactive tax strategy that aligns with IRS guidelines.

My conversation with Craig is crucial because all your hard work and dedication mean little if you pay more taxes than necessary. Craig’s insights will help you design 2023 in a way that ensures your efforts truly pay off for you and your family.

What you will learn in this episode: * Tools Craig recommends for creating big impacts right away * Why documentation is key * What the Augusta Rule states how to take advantage of it * Advantages of Safe Harbor 401 K plan * Details about Craig’s upcoming informative webinar, What is Keeping Agency Owners Up at Night: Tools for Managing Cash Flow

Resources:

Website: www.craigcodyandcompany.com
What is Keeping Agency Owners Up at Night: Tools for Managing Cash Flow: https://craigcodyandcompany.com/qa/
LinkedIn Personal: https://www.linkedin.com/in/craigcodycpa/
LinkedIn Business: https://www.linkedin.com/company/craig-cody-and-company/
Facebook: https://www.facebook.com/CraigCodyandCompany
Twitter: https://twitter.com/craigc2742

Additional Resources:

Predictive ROI Resource Library: https://predictiveroi.com/resources

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Juliana Marulanda is joining the latest episode of Sell With Authority, and our focus is on agency management systems. Juliana is the founder of ScaleTime, a renowned agency consultancy that has helped over 500 agencies achieve lean, mean, and profitable operations.

At Predictive, we’re continuously looking to refine what we’re doing financially, make process improvements, meet other agency owners who are doing it well — and, in short — to learn new things we can put into place that raises the bar of excellence inside Predictive.

Every year for the last 8 years — our team attends the annual Money Matters workshop that Drew McLellan, CEO of Agency Management Institute, teaches. There’s a metric that Drew shares during Day One that hasn’t changed — year after year — and in my opinion — it’s one of the most important metrics to running a profitable agency because if owners could get it right — they would have the time, space, and capacity to get everything else right inside their shops.

Here it is: owners should allocate 50 percent of their time toward business development.

It can be a huge struggle to prioritize this aspect because of operational demands.

And that’s why I’m excited for you to learn from Juliana today. We are going to talk through what that agency management system should look like and how it should run.

Juliana offers insights into implementing an agency management system that can unlock 30 additional hours per week so you can have the time, space, and capacity to get serious about creating the helpful content for your audience that you KNOW you want to create and to BUILD the authority position that you know will ADD VALUE to your agency — and — help you build and scale more quickly.

What you will learn in this episode: * Why most agency owners become the single point of failure * Why it actually cost the business money when the owner is stuck in the weeds * The math behind figuring out the effective hourly value to the business * Steps to uncovering and fixing operational gaps * How agency owners can reclaim 30 hours per week through an effective agency management system

Resources:

Website: www.scaletime.co
LinkedIn Personal: https://www.linkedin.com/in/julianamarulanda/
LinkedIn Business: https://www.linkedin.com/company/scaletime/
Facebook: https://facebook.com/scaletime/
Instagram: https://www.instagram.com/julianamarula
Youtube: https://www.youtube.com/scaletime
The ScaleMap Diagnostic: https://discovery.scaletime.co/scale-map

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I am so excited to welcome back Sharon Toerek to the Sell With Authority podcast. If you’re meeting Sharon for the first time — she’s the Principal of Toerek Law and the host of the rock solid awesome podcast, The Innovative Agency.

And in full transparency — Sharon is Predictive’s wicked smart intellectual property attorney. Over the years — she has brilliantly helped us protect our intellectual property so that as it evolved and morphed into revenue streams — we were ready.

In Episode 52 of Sell With Authority, Sharon broke down how to protect your intellectual property and turn it into revenue streams.

Today, Sharon is back for an encore episode where we will explore the legal implications of using AI to create content for client projects. We discuss copyright, trademark, and other intellectual property rights and consider several questions that arise when using AI-generated content.

Sharon brings her expertise on how to approach AI in the workplace Her advice will help agencies navigate the challenges surrounding AI and protect their intellectual property.

What you will learn in this episode: * Are there legal implications to using AI to create content as part of a client project * Who owns the content generated by AI * Questions agencies should consider regarding copyright, trademark, and IP rights * What happens when AI-generated content is modified by an agency as it relates to intellectual property rights * How can clients be assured that the content, campaigns, or brand they have as a result of working with an agency is truly theirs

Resources:

Website: legalandcreative.com
LinkedIn: https://www.linkedin.com/in/sharontoerek/
Twitter: https://twitter.com/SharonToerek
The Innovative Agency Podcast
Sell With Authority Podcast: Episode 52

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On this episode of Sell With Authority I am excited to welcome Susan Quinn. Susan is the president and CEO of Circle S Studio and the author of the forthcoming book, “Best In Class Experiences. Does your Business Show Up or Stand Out?”

Susan has decades of expertise in helping companies differentiate themselves from the sea of sameness and achieve best-in-class status. Her and her team recently completed a landmark research study on what it means to be considered best in class. Susan is sharing the traits of high-performing best-in-class companies and how those traits help companies weather a crisis.

We also take a deep dive into the three attitudinal segments that Susan and her team uncovered from the research respondents, and how those segments are similar and different. We are talking about why that data matters to agencies like yours and mine.

Best in class companies don’t just compete, they stand out. Susan provides her recommendations for how an agency can create a best-in-class reputation. Think practical and tactical action steps. Applying what Susan shares during this episode will give you the insights and next steps you need to build your best-in-class reputation.

What you will learn in this episode: * How Susan defines best in class * The most important ingredients in the recipe that separates a company from competitors * The “9 traits of high performing best in class companies” and how they help companies weather a crisis * The three attitudinal segments of the research respondents and how those segments are similar and different * Susan’s recommendations for how an agency can create a best-in-class reputation * How having a reputation for being best in class impacts a company’s recruitment and retention strategies of top talent

Resources:

Website: https://circlesstudio.com/
LinkedIn Personal: https://www.linkedin.com/in/susanquinn01/
LinkedIn Business: https://www.linkedin.com/company/circle-s-studio/
Facebook: https://www.facebook.com/circleSstudio
Instagram: https://www.instagram.com/circlesstudio/

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On today’s episode of Sell With Authority, I am joined by Raul-Hernandez Ochoa. Raul is the founder of Do Good Work, which is a digital growth consulting practice that helps agencies, business coaches, and strategic consultants achieve profitable growth.

Raul and his team have a track record of helping clients 2x to 5x their revenues by applying their productive profits strategies. He has a depth of expertise in helping clients productize their services, which makes it easier for a prospective client to say yes and begin working with an agency, or perhaps open an entirely new market, or new revenue stream for the agency.

Additionally, Raul has expertise in encouraging clients to embrace and incorporate AI into their business models. We are exploring the principles of growth and scaling in the digital age.

What you will learn in this episode: * Why the key to growth and scaling isn’t always about growth for growth’s sake * The importance of aligning clients to marketing, product, and operations * Raul’s insights on applying productive profits strategies to achieve 2x to 5x revenue growth * How to avoid commoditization and instead position unique value propositions to right-fit prospects * Raul’s three-tier approach when it comes to looking at acquisition or designing acquisition models * Two really big topics we will cover in Raul’s upcoming encore interview

Resources:

Website: https://dogoodwork.io/
LinkedIn Personal: https://www.linkedin.com/in/dogoodwork/
LinkedIn Business: https://www.linkedin.com/company/dogoodwork/
Twitter: https://twitter.com/rherochoa
Growth Plan Book: https://dogoodwork.io/growth-plan
High-Impact Resources for SWA Listeners: https://dogoodwork.io/swa
Productive Profits Book: https://www.amazon.com/Productive-Profits-Founders-Scaling-Impact/dp/B085K5S5XZ

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On this episode of Sell With Authority I’m joined by guest expert Kevin Maney. Kevin is a bestselling author, agn award-winning columnist, and has been writing about tech and category design for over three decades. I knew this would be an excellent opportunity to pick his brain and learn more about how to embrace AI.

His depth of expertise in category design, combined with his knowledge of emerging technologies such as AI, make him the perfect guest for today’s conversation.

We’ll discuss how embracing AI can help lower costs, improve team capacity, and increase project quality and business development. But more than that, we’ll explore how embracing AI can help businesses design and dominate a new category, strengthen their niche, and differentiate themselves from the competition.

This conversation with Kevin is sure to provide valuable insights and context for anyone looking to step away from the sea of sameness and establish themselves as true authorities in their industry.

What you will learn in this episode: * How embracing AI will help lower costs and increase project quality and business development * Why emerging tech provides valuable insights into how advancements will impact industries in the short and long term * Kevin’s definition and insights on category design * The formula for identifying new categories in changing contexts * Why AI is key for designing and dominating a new category * The foundational work Kevin credits for influencing him

Resources:

Website: https://www.categorydesignadvisors.com/
LinkedIn Personal: https://www.linkedin.com/in/kevinmaney/
LinkedIn Business: https://www.linkedin.com/company/categorydesign/
Twitter: https://twitter.com/kmaney
Play Bigger Book: https://www.categorydesignadvisors.com/play-bigger/

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Karley Cunningham is my wicked smart guest expert on this episode of Sell With Authority. You may remember Karly joining me on the podcast back in episode seven. But if you happen to be meeting Karly for the first time, she’s a brand strategist & business growth accelerator.

Karley is the founder of Big Bold Brand Inc. and she’s an expert in helping business owners, just like you and me, seek out and find their strategic advantage to create bold differentiation and to stand out from the sea of sameness.

I invited Karley back to take a deeper dive into the topic of differentiation. We discuss how to attract right-fit clients who are eager to work with you and pay a premium fee because they can see, hear, and feel how you’re actually different.

We also candidly delve into the challenges that we here at Predictive faced in our Starting Block program and how Karley helped us overcome them.

What you will learn in this episode: * Why differentiation is essential for your business to attract right-fit clients and increase revenue * How to identify your unique selling proposition and communicate it effectively * Karley’s process for helping businesses differentiate themselves and stand out in their industry * The importance of understanding the perspective of right-fit prospects from the outside before they cross the threshold to work with you * How Predictive’s experience working with Karley to differentiate our Starting Block program improved our sales process

Resources:

Website: www.bigboldbrand.com
LinkedIn Personal: linkedin.com/in/karleycunningham
LinkedIn Business: https://www.linkedin.com/company/big-bold-brand/
Twitter: https://twitter.com/BrandMaven
Sell With Authority Episode 7: Your Fundamental Beliefs and Truths Matter, with Karley Cunningham

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I am so excited about the latest episode of Sell With Authority! Hannah Roth, Predictive ROI’s own mad scientist and strategist joins me as we introduce a brand new framework fresh out of the Predictive lab. Hannah often works in the trenches helping clients define and achieve their business goals, overcome challenges, and find new opportunities for growth. She loves helping people, and being on the front lines alongside agency owners, coaches, and strategic consultants is where she thrives.

We’re calling this framework “how to turn ranting into revenue.” We’ve created a strategic process for how to articulate your rant, how to connect your rant to business issues and challenges that your clients and prospects face every day, and then how to help them provide solutions. Which, of course, then drives revenue for you and your team. As always, Hannah has cooked up a few surprises along the way because she always does, where she seems to never miss an opportunity to turn the tables on me and then put me in the hot seat.

What you will learn in this episode:

How to invite our right-fit prospects to take a position on a topic and discover their true passion and motivation
What is “analysis paralysis,” and how can we avoid it
How our new framework will help you take control of your sales pipeline and finally solve the feast or famine of biz dev
Practical and tactical steps for turning problems, or pain points, into opportunities
Why working in the trenches with our right-fit clients will improve their confidence and value proposition
When we will host an open Q&A to share this new framework virtually live

Ways to contact Hannah:

Email: Hannah.Roth@predictiveroi.com
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/

Resources:

Website: www.predictiveroi.com
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

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For over 30 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside and consulting with hundreds of agencies, business coaches, and consultants — teaching them how to plant their flag of authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

In this solocast episode of Sell With Authority, Stephen shares his insights and strategies for finding and attracting ideal clients for your business.

Drawing from his own experiences as a lifelong baseball fan, Stephen explores the parallels between the game and the world of business, highlighting key strategies and insights that will help you and your team be more successful.

While exploring the parallels, Stephen uses baseball analogies to illustrate the concept of getting “at bats” with potential clients and how to scout out and attract clients who are right-fit for your business. He also discusses the importance of having a well-defined customer avatar and using data to track and optimize your marketing efforts.

Whether you’re a seasoned entrepreneur or just starting out, this episode offers valuable tips and strategies for finding and attracting your ideal clients and taking your business to the next level.

What You Will Learn:

The concept of getting “at bats” with potential clients and how to scout out and attract clients who are right-fit for your business
The importance of understanding your own strengths and weaknesses when it comes to attracting right-fit clients
The power of building relationships and delivering value to win over clients
The role of communication and feedback in maintaining successful client relationships
How to continuously evaluate and adjust your approach to attract and retain the right-fit clients
Strategies for crafting a compelling message that resonates with your audience
The power of social media and networking in attracting clients and building relationships

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

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How to Protect Intellectual Property If you’re meeting Sharon Toerek for the first time — she’s the founder of Legal and Creative and the host of the rock solid awesome podcast, The Innovative Agency, and an expert in how to protect intellectual property. And in full transparency — she is Predictive’s wicked smart intellectual property attorney, and she has brilliantly helped us navigate how to protect our intellectual property and turn that IP into income.

For example — back in May 2015 — my team and I had the idea to launch a daily podcast called Onward Nation. We hoped hosting a daily podcast with amazing and super-smart guests could be a good business development strategy.

But — our first step wasn’t to begin recording episodes or building out PredictiveROI.com with helpful content.

Nope.

Our first step — or, more accurately — my first call — was to Sharon.

Why?

Because if Onward Nation as a podcast went on to be successful — we knew that having Sharon’s expertise involved at the onset would help us maximize any revenue opportunities that spun out of the show and ensure that any IP created — intentionally or accidentally along the way — was protected.

The result?

Onward Nation attracted listeners in 141 countries and quickly became a top-rated show on Apple Podcasts.

I was also approached and offered a contract to write a book about everything we knew about podcasting, which became the bestseller “Profitable Podcasting” and sold more than 10,000 copies worldwide.

Okay — full transparency moment here — from a revenue perspective — Onward Nation also drove over $4 million in new revenue into Predictive because it opened the door to new clients as a result of the Trojan Horse of Sales Strategy you may have seen or heard my team and I teach.

But here’s the reality — none of these result outcomes would have been possible without Sharon’s smarts around protecting intellectual property — and then leveraging it into new revenue streams.

Okay — I hope what I just shared gives you 4 million reasons why this episode might provide you with the insights, tips, and recommendations you need to build brand-new revenue streams while learning how to protect intellectual property in the process.

Sharon has had a front-row seat to the creativity of many agencies and will share her insights on how the right systems and strategies built around the knowledge and assets you already have can create new revenue streams to help you scale.

I promise you — applying what Sharon maps out during this episode will help you protect your intellectual property — and then — give you some ideas on how to monetize your IP so it turns into a profitable revenue stream.

Okay — here’s what you’ll learn from this episode about how to protect intellectual property:

How to protect intellectual property begins with understanding the IP Triangle Framework of: 1) brand, 2) content, and 3) transactions
How you’re likely already sitting on intellectual property inside your agency and uncovering it can act as a driver of demand for your main service lines
How conducting some old-fashioned market research can help uncover options for generating license fees, productizing some assets into an offering, or other revenue opportunities
Why protecting your revenue streams through copyright, trademarks, trade secrets, licensing agreements, or other forms is critically important
Why thinking strategically about how to protect intellectual property and how it fits into the overall business strategy is essential for your business’s short- and long-term success and potentially opens up options for your personal wealth

Resources:

Website: legalandcreative.com
LinkedIn: https://www.linkedin.com/in/sharontoerek/
Twitter: https://twitter.com/SharonToerek
The Innovative Agency Podcast

Additional Free Resources:

Subscribe to our new “Sell with Authority” podcast. Learn how to attract a steady stream of well-prepared prospects into your sales pipeline and convert them into right-fit clients. Everything you need to move further faster is shared in full transparency. Go here for all the episodes.
Order your free copy of “Sell with Authority” in paperback or Kindle. Honest — no hoops to jump through. All you need to do is go here and enter your mailing address. No credit card for shipping. Nothing.
Join our free “How to Fill Your Sales Pipeline” Facebook Group. Over 1,000 agency owners and strategic consultants just like you are looking to move further faster by sharing best practices and what’s working for them. But — as Susan Baier recently said, “It’s not about the numbers, it’s about the SMARTS contributed to this wonderful, generous community!” Go here for details.

Profitable Podcasting: Grow Your Business, Expand Your Platform, and Build a Nation of True Fans

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I’m excited for you to meet our special guest expert today — Brian Gerstner.

If you’re meeting Brian for the first time — Brian is the founder and president of White Label IQ, which provides white-labeled digital services and skill sets in design, development, and paid media for agencies across the country. Brian is also an expert at building, creating, and nurturing strategic partnerships.

You may have already met Brian when he was our guest expert during our open-mic Q&A on February 8th — and our topic was strategic agency partnerships.

We focused on how the right agency partnerships can grow your top-line revenue — how the right partners can grow your bottom-line profit — and how to find the right partners.

You can find the full recording inside our free Facebook group here.

And holy bananas — the insights Brian shared during the Q&A sparked a bunch of great questions from everyone in the room. So much so — after the Q&A — I asked Brian if he would be game to join me today on the podcast so we could take more time and peel back the layers around how agency partnerships work and why he’s so keen on them as the fuel to move further, faster.

In my opinion — Brian is uniquely suited for the agency partnership discussion because of his staunch beliefs around abundance — instead of scarcity — and — that success comes not from successfully competing against and beating others but by successfully collaborating for the benefit of the client.

That’s a true agency partnership.

So today’s conversation will be about “how” to build the right agency partnerships that will help you move your agency to that next level.

And I will tell you — as you build your authority position and fervently claim the ground you want to own — finding and developing right-fit agency partnerships becomes easier because you have clarity around “WHO” you want your agency to serve. And candidly — who your agency serves best — that clarity becomes evident to your prospective partners just like it does with your prospective clients.

Here’s the reality — your authority position makes it easier for prospects and partners to say yes to you.

So buckle up — you’re about to get an in-the-trenches, practical, and tactical master class on agency partnerships.

Brian and I share how to find them, build them, nurture them, and drive your top and bottom-line growth so you and your team can move further faster.

Okay — here’s what you’ll learn from this episode about how agency partnerships can help you win:

What is an agency partnership, and how might the right one help you move further faster
How can the right partnership help you do what you do better
Why the best partnerships are built on a foundation of both clarity and trust
How you can take Brian’s agency partnership model — flip the script — and use it as part of your business development strategy
Why agency partnerships must always create a win/win scenario and never lose/win or win/lose

Free Resources:

How agency partnerships can drive your top and bottom line (Recording from open-mic Q&A).
Download our WHO Framework and replace your dry sales pipeline by attracting a steady stream of well-prepared right-fit clients who want to work with you and are eager to pay a premium price.
Order your free “Sell with Authority” copy in paperback or Kindle. Honest — no hoops to jump through. No credit card for shipping. Nothing.
Join our free How to Fill Your Sales Pipeline Facebook Group. Over 1,000 agency owners, business coaches, and strategic consultants just like you have joined us inside the free group. And — as Susan Baier recently said, “It’s not about the numbers, it’s about the SMARTS contributed to this wonderful, generous community!” So if you’re looking for a great place to ask questions, access all of our Q&A recordings, and play full out alongside other amazing, awesome, and generous people — join us.

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St John Craner is the Founder of Agrarian, an agency based in New Zealand that helps agribusinesses grow using digital strategies and marketing campaigns. They provide instruction and coaching to underperforming rural sales teams by utilizing sales psychology and human-centered selling techniques that can significantly enhance sales performance.

St John and his team work with their clients to develop a customized strategic sales system to generate consistent leads and income. Specifically, they focus on the principles of sales psychology, which will be the main topic of our discussion today.

During our conversation, St John tells us why he believes selling is the root cause of sales problems. We’ll explore strategies for generating curiosity, building influence, and ultimately closing deals without making prospective clients feel pressured. Join us and listen in while St John takes us behind the curtain and shares how we can signal buyer safety because he believes you will close more sales when you do it correctly.

What you will learn in this episode:

The principles of sales psychology and human-centered selling
How we can signal buyer safety to our right-fit prospects
Why St John believes the problem with sales is selling
How we can generate small but impactful moments of curiosity that pique the potential client’s interest and encourage them to engage in meaningful conversations
The power of the phrase “Tell me more”
Why positioning and pricing are correlated

Resources:

Website: https://www.agrarian.co.nz/
LinkedIn Personal: https://www.linkedin.com/in/stjohncraner/
LinkedIn Business: https://www.linkedin.com/company/agrarian/
Free Ebook & Resource Tools:http://www.ruralsalessuccess.com/

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Greg Bray is the President of Blue Tangerine, a digital marketing and website development agency that specializes in helping home builders grow their sales. They achieve that goal by helping clients build a better website and drive more qualified traffic to the site, all while using data analytics to measure results. Greg considers it a privilege to lead this team of talented professionals.

Greg began developing home builder websites in 2000 and has been hooked ever since. The tools have matured since that time, but one thing hasn’t changed: the goal to grow sales!

In 2006, as VP of Operations, Greg purchased the company and achieved his dream of owning his own business, renaming it Blue Tangerine Solutions. In 2014, he partnered with Triad Analytics to expand the agency’s marketing services. In 2017, the companies formally merged and became today’s Blue Tangerine.

Greg enjoys teaching the techniques and skills that he’s learned. He can explain complex technical topics in easy-to-understand language. He has presented at the International Builders’ Show (IBS), the Southeast Building Conference, the Best Home Building Practices Summit, the New Home Sales and Management Retreat, as well as other webinars and events. He is proud to be the founder and co-host of the Home Builder Digital Marketing Podcast and Summit.

There’s another important piece to add to Greg’s already impressive resume and that’s Blue Tangerine’s authority position — it’s where Greg and I are going to focus our time and attention today. Greg and his Blue Tangerine team are the creators of the Annual Home Builder Digital Marketing Summit. We will discuss Greg’s leadership and Blue Tangerine’s influence within the digital marketing industry, as well as their dedication to organizing the Annual Home Builder Digital Marketing Summit.

What you will learn in this episode:

Why and how Greg and his team started the Annual Home Builder Digital Marketing Summit
Why the initial step for creating the event was crucial to establish a clear vision and goal
Why the Summit is not only a marketing tool for Blue Tangerine but also an opportunity for business development
How being on stage and owning the room from an authority perspective has benefited Blue Tangerine
The various ways partners and sponsors can amplify an event from a dollar strategy standpoint
The pitfalls Blue Tangerine faced, and what Greg might do differently when looking back

Resources:

Website: https://bluetangerine.com/
LinkedIn Personal: https://www.linkedin.com/in/gregbray/
LinkedIn Business: https://www.linkedin.com/company/blue-tangerine-llc/
Podcast: https://www.buildermarketingpodcast.com
Summit Link: https://www.buildermarketingsummit.com/

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Hannah Roth is Predictive ROI’s mad scientist and strategist (That is her actual title, by the way). Her background as a Fisheries Biologist coupled with her experience as a small business owner has allowed her to offer a unique perspective synthesizing data analysis with strategic insights.

Hannah often works in the trenches helping clients define and achieve their business goals, overcome challenges, and find new opportunities for growth. She loves helping people, and being on the front lines alongside agency owners, coaches, and strategic consultants is where she thrives.

Hannah holds a Bachelor of Science from Valdosta State University and is currently enrolled in Harvard Business School with a focus on Business Strategy.

I asked Hannah to join me on this episode of Sell With Authority to share her insights on a sales closing technique that we use here at Predictive ROI in our own business development. It’s called seeding and opening loops, and it removes friction from the sales process.

And – HOLY BANANAS – her perspective and wisdom around this powerful business strategy will be super helpful for the next time you are meeting with a right-fit client!

What you will learn in this episode:

How we define seeding and opening loops
The ingredients in the recipe for seeding and opening loops
Why it is crucial to keep your clients lens in the center when seeding and opening loops
How to seed and open loops with an existing client
How to use this sales closing technique with right-fit prospects
Ways that you can take and apply this sales process in your business development strategy

Ways to contact Hannah:

Email: Hannah.Roth@predictiveroi.com
LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
Join us in our free “How to Fill Your Sales Pipeline” Facebook Group

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Here at Predictive ROI — we believe that most agencies, coaches, and consultants go about sales and new business development in the least effective, most painful way possible — and that there’s a better way. We call it the Sell with Authority Methodology.

We also believe that we’re entering the era of the AUTHORITY. And if you occupy the coveted “expert” status — you’ll be afforded the highest level of confidence and trust from your clients, prospects, and other stakeholders during the new business process because you have a depth of knowledge and point-of-view that can’t be denied or easily replicated.

Everything we teach and share in our practical and tactical agency new business strategy sessions are designed to help agencies, coaches, and consultants capitalize on the huge shift taking place in business development today. In our hyper-competitive market for awareness and attention — you should look to plant your flag of authority and then leverage this position to fill your sales pipeline with right-fit prospects while developing deeper relationships with existing customers.

And we hope today’s episode that breaks down our fastest agency new business strategy will help you move closer to the goal of building and scaling your business.

Agency new business strategies that we break down in this episode:

What is our fastest agency new business strategy
How we refined the Trojan Horse of Sales Strategy and linked it with building our “Dream 25” list of prospects
How to decide which prospects make the list and which don’t (You can download the WHO Framework here)
What’s the ideal cadence for staying in touch with each prospect, and will you just send gifts?
How much budget should you invest in building a relationship with each Dream 25 prospect?
Will your Dream 25 list — and the criteria you used to build the list — ever need to shift?

Other helpful business development resources:

Increasing sales through the Trojan Horse of Sales Strategy (podcast episode)
Why you need the Trojan Horse of Sales Strategy (podcast episode)
How to build your Dream 25 strategy (podcast episode)
Go long with your Dream 25 strategy (podcast episode)
Why your Dream 25 matters (podcast episode)
Download the WHO Framework here to “find & identify,” “emotionally and logically connect,” and “niche deep dive.”
Our fastest agency new business strategies are detailed in our Sell with Authority book. Order your free paperback or Kindle copy here.
Why pivoting your agency niche will help you sell better (Interview with Drew McLellan for the Build a Better Agency Podcast)

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Riches in Niches and How to Attract High-Paying Clients I’m excited for you to meet our special encore guest expert today — Henry DeVries.

If you’re meeting Henry for the first time — he’s the CEO of Indie Books International. He’s the former president of an award-winning “Ad Age 500” marketing agency — and — Henry is also a weekly columnist for Forbes.com.

Henry was my guest for Episode 15 of the podcast, where he shared his expertise around strategies and tactics for writing a book — and then — how to use the book as your primary marketing strategy — or, as Henry likes to say — “Marketing with a Book.”

We’ll be sure to add a link to Episode 15 to today’s show notes.

Okay — I invited Henry to join me for this encore interview so we could focus our time and attention on Chapter 5 of Henry’s latest book entitled, “Marketing with a Book for Agency Owners.”

He titled Chapter 5 — “Riches in Niches.”

If you’ve been listening to this podcast for a while now — or if you’ve read our books — or attended any of our open-mic Q&As or live workshops — you know that here at Predictive ROI…we’re big fans of building a riches in niches strategy.

I’m going to quickly quote Henry from Chapter 5…

Henry writes, “To attract high-paying clients, agency owners must be clear on their ideal prospects. But a target market with a problem is not enough. Agency owners also must find target clients that can afford to pay what you want to charge.”

Okay — it’s here at the intersection of these two points that Henry and I focused our riches in niches discussion.

How to find right-fit prospects who are willing to pay what you want to charge — and I would argue that when you do this work correctly and your content strategy is on point and generous — your right-fit prospects will be EAGER to pay your premium price.

To help us get there — I asked Henry to walk us through what he calls the “10 filter questions” that you and your team can use as you work through the process of niching down.

In my opinion — Henry’s 10 filter questions are critically important to the process of seeking riches in niches because if we don’t get it right at the beginning — HOLY BANANAS — it’s most likely not going to feel right 2-3 years into your “niche” strategy.

I promise you — if you take and apply Henry’s advice and build a strategy around riches in niches — and then — have the courage to build an authority position deep in the niche (instead of being sort of committed), you consistently create helpful cornerstone and cobblestone content that shares your smarts with your audience. If you do this work — you’ll not only be seen as the AUTHORITY in the niche, but your sales pipeline will go from being dry to being filled with a steady stream of right-fit clients from within the niche who are eager to work with you — AND — willing to pay your premium price to do it.

That’s the recipe for riches in niches.

What you’ll learn from this episode about riches in niches:

Why your riches in niches strategy needs to include stories that matter and where you ought to share them
Why it’s so important to share the right social proof with your prospective clients
How to find prospects in niches who are willing to pay what you want to charge
How to identify and then properly step into the right pond within the right niche
How to work through the 10 filtering questions to do the right work up front to help ensure you tap into the riches in niches

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I’m excited for you to meet our special guest expert today — Brent Weaver, an expert in teaching how to attract prospects the right way. If you’re meeting Brent for the first time — Brent is the founder and CEO of UGURUS, a business training and education company dedicated to helping agency owners learn how to attract prospects and own their market.

Brent is also the host of “The Digital Agency Show” podcast and the author of the book, “Get Rich in the Deep End.”

Let’s start by reviewing a brief excerpt from Page 47 in Chapter 3 of Brent’s book. It perfectly frames up the challenge agencies, business coaches, and strategic consultants face when creating content — and — the struggle around the decision to niche down and go more narrow.

“We can no longer create random content and hope it gets results. The Internet is organizing into hyper-focused, hyper-specialized niches, and the winners take all. That means you need awareness about what you’re trying to accomplish and who you serve.”

“You need insight into where your customers are in their business — not where you are in yours — before you publish anything.”

“Most agency owners don’t realize this—so their marketing is typically ‘me-focused.’ Most simply publish once in a while about what they’re up to: a recent project launch, a technology they are interested in, or a reference to a trend or method they think is important.”

“And I’ve come to learn that when marketing is ‘me-focused,’ the agency itself is very likely the same way. In other words, they either don’t have a market, or they’re scared to communicate directly to their best clients because they might turn other ones away.”

As you’ll hear in this interview — Brent and I talk through how to attract prospects within the construct of his 5-A Framework, and we zero in on the audience, attract, and acquire.

And — how that belief connects into what he calls the “5-A Framework” and how that framework can help all of us not just niche down — but then once we make that decision — what’s the best way to create content that attracts right-fit prospects into our sales pipeline.

When we do it right — the content we create should attract an audience because you’ve focused on your audience and helping them solve their problems — and not being “me-focused,” to use one of Brent’s terms again.

I promise you — the insights and wisdom Brent shares during this episode will give you and your team what you need to strengthen your authority position and roar through 2023.

In fact — Brent fully mapped out the content and methodology he and his team use to attract leads each month. I’m encouraging you to take this framework — and your content — and you will be well on your way to attracting all the right fit clients you need.

What you will learn about in this episode:

Why niching down is not an instantaneous event — but a process that evolves over time
How to identify the right audience — or who — represents your right fit prospects
How to uncover the problems, challenges, and business issues your prospects are dealing with everyday
What are the 5-As with Brent’s 5-A Framework
How to go from performing your content in your “garage” to getting on other’s stages — where your right fit prospects are hanging out and ready to learn from you
How to own your market and attract all the right fit prospects you need

Free Resources:

Get a free copy of Brent’s book, “Get Rich in the Deep End,” by emailing Brent at (brent at ugurus.com) with the subject line: “Heard you on the Sell with Authority Podcast”
Get Brent’s Free “AGENCY ACCELERATOR PACKAGE” by going here.
Download our WHO Framework and replace your dry sales pipeline by attracting a steady stream of well-prepared right-fit clients who want to work with you — and — are eager to pay a premium price to do so

Get Rich in the Deep End: Commit to Your Niche, Own Your Market, and Audaciously Scale Your Agency

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Stephen Woessner is the founder and CEO of Predictive ROI, a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “”8 Money Draining Mistakes”” and the “”8 Money Making Opportunities.”” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix the mistakes.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison, has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.”

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

We are doing something a little different for this episode of Sell With Authority by sharing my full length interview from an episode of the Build a Better Agency Podcast with Drew McLellan. Drew is the owner of McLellan Marketing Group and the owner and leader of the Agency Management Institute.

In episode 354 of the Build a Better Agency Podcast, we have an important conversation about finding right-fit clients by going narrow and niching down – and how pivoting that niche can lead to fears of stepping into scarcity, instead of abundance. We talk through how pivoting agency niche can actually help improve sales and build community.

What you will learn about in this episode:

Why choosing your agency niche doesn’t have to be a permanent decision
Why sometimes throwing out the playbook and pivoting in a different direction is a better move for your agency, even if it doesn’t seem that way at first
How to know which types of clients you’re already serving the best (this could be your new niche)
What is cornerstone content, and why is it so important to establish?
The importance of building a community of people wanting to learn from you and others to make more effortless sales
You have permission to think differently about your agency and how you want to position it in your industry

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A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

Susan and her Audience Audit team have been conducting “The Agency Edge”, an annual segmentation study of agency clients, alongside Drew McLellan, CEO of Agency Management Institute since 2014.

Susan and team are also our research partners here at Predictive ROI when we step into the field to conduct our annual research.

What you will learn about in this episode:

How the attitudinal segments of Audience Audit’s research are defined
The 3 goals Susan and her team had in mind when they decided to conduct their latest research study
What Susan and Audience Audit’s research results show about how agencies are prioritizing their marketing efforts
How an agency’s reputation and thought leadership play a role in business development
The importance of defining a clear niche
What differentiates an agency from its competitors in the eyes of a right-fit client

Resources:

Website: https://audienceaudit.com/
LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/
LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./
Facebook: https://www.facebook.com/AudienceAudit/
Twitter: https://twitter.com/susanbaier

Additional Resources:

Visit our newly expanded “Resource Library“
Join us in our free “How to Fill Your Sales Pipeline” Facebook Group
LinkedIn: www.linkedin.com/in/stephenwoessner/

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Jon Morris is the founder & CEO of Ramsay Innovations and a serial entrepreneur. Prior to Ramsay, he established Rise Interactive in 2004 with prize money from his second-place finish in the University of Chicago’s prestigious New Venture Challenge. Over the next 16 years, he grew Rise from a one-person shop to one of the largest independent marketing agencies in the world. After selling Rise, Jon pondered his next move and realized he was most energized when connecting and helping fellow entrepreneurs grow their businesses.

Ramsay Innovations is the product of this inspiration. Like at Rise, Jon developed a proprietary, tech-enabled approach for surfacing hidden financial insights that drive critical business decisions. Ramsay Innovations’ mission is to transform marketing agencies by providing them with world-class, agency-specific financial management and strategic planning at a fraction of the cost.

What you will learn about in this episode:

Jon’s innovative framework around how agencies can fuel growth with a system of financial planning
The core philosophy of Jon and his team
Why differentiation is crucial for agency growth
The four different concrete goals Jon highlights for growing agency revenue
Why agencies should believe in marketing as well as prioritize it for the greatest impact
How Jon helps other agency owners grow by applying the analysis process he built

Resources:

Website: https://ramsayinnovations.com/
LinkedIn Personal: https://www.linkedin.com/in/jonmorrisramsayinnovations/
LinkedIn Business: https://www.linkedin.com/company/ramsay-innovations-llc/
Facebook: https://www.facebook.com/RamsayInnovations
Twitter: https://twitter.com/RamsayInno

Additional Resources:

Visit our newly expanded “Resource Library“
Join us in our free “How to Fill Your Sales Pipeline” Facebook Group
LinkedIn: www.linkedin.com/in/stephenwoessner/

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Andy Buyting is an expert in thought leadership and content marketing. His “integrated content” strategy has served both himself and his clients exceedingly well.

Andy’s thought leadership journey started when he published his first business book in 2007 and started publishing his first magazines in 2009. Since that time, he has leveraged his integrated approach to print, digital and interactive marketing strategies to establish himself as a thought leader in content marketing and brand positioning.

Andy’s 2nd book, How to Win Clients & Influence People, is now in its 2nd edition and is an International Bestseller on Amazon. In 2021, Andy co-authored Double Sales/ Zero Salespeople: Optimize Your Sales and Marketing Into One Business Development Strategy That Works!

Through Tulip Media Group, his team of marketing coordinators perform like superheroes!

What you will learn about in this episode:

How Andy and his Tulip team build a sales machine beginning at step one of lead generation
How Andy’s business development assembly line approach can improve performance
The steps to create an effective website with message content that converts prospects into client partners
Why a call to action must be clear and intentional to connect with prospective clients in the most effective way
Andy’s guide for getting on the fast track to filling your sales funnel

Resources:

Website: https://tulipmediagroup.com/
LinkedIn Personal: https://www.linkedin.com/in/andybuyting/
LinkedIn Business: https://www.linkedin.com/company/tulip-media-group/
Facebook: https://www.facebook.com/TulipMediaGroup
Twitter: https://twitter.com/TulipMediaGroup
Book: https://www.amazon.com/Double-Sales-Zero-Salespeople-Development-ebook/dp/B092FNH1HZ
Youtube: https://www.youtube.com/channel/UC5plW7bBQyOOwSQggUwkp5A/featured?view_as=subscriber

Double Sales / Zero Salespeople: Optimize Your Sales And Marketing Into One Business Development Strategy That Works!

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Paula Chiocchi, CEO and founder of OMI, is an award-winning marketing industry veteran whose mission is to help businesses realize their full potential by effectively reaching their target audiences and converting more prospects into customers.

Under her direction, OMI provides Fortune 1000 firms and other clients fresh, accurate contact data to fuel outbound marketing initiatives and drive sales and profits. An expert and innovator in multi-channel marketing data, Paula has established OMI as a leader in comprehensive email campaign management services. Along with her growing team, her goal is to assist clients in successfully navigating the complex email channel by offering hands-on guidance combined with the highest levels of email deliverability and marketing ROI.

Paula began her career with Dun & Bradstreet and developed her skills by creating direct mail, online advertising and email campaigns for leading mortgage companies, financial institutions, telecom, software, online gaming sites, sweepstakes enterprises and e-commerce companies. Paula has been a contributing member of Forbes Agency Council since 2016.

What you will learn about in this episode:

How to accelerate your email list growth
How best to nurture new prospects in order to accelerate your client acquisition
How to tap into the power of a database of your prospects while protecting your sender reputation
What type of metrics and results should you expect from an outreach campaign?
What are some of the questions you should ask when evaluating data partners so you can feel confident you are selecting the right partner
What are garden variety costs you should expect as you budget for 2023?

Resources:

Website: https://outwardmedia.com/
LinkedIn Personal: https://www.linkedin.com/in/paula-chiocchi/
LinkedIn Business: https://www.linkedin.com/company/outward-media-inc./
Facebook: https://www.facebook.com/OutwardMedia
Twitter: https://twitter.com/OutwardMediaInc

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Michael Zipursky is the CEO of Consulting Success® where they specialize in helping entrepreneurial consultants grow profitable, scalable and strategic consulting businesses. He has advised organizations like Financial Times, Dow Jones, RBC, and helped Panasonic launch new products into global markets, but more importantly, he’s helped over 600 consultants from around the world in over 75 industries add 6 and 7 figures to their annual revenues. Over 38,000 consultants read his weekly consulting newsletter. Michael is also the author of the Amazon Best Sellers ACT NOW: How successful consultants thrive during chaos and uncertainty, The Elite Consulting Mind and Consulting Success® the book.

What you will learn about in this episode:

Why the best approach to demonstrate value and cultivate a community is in content
The structure of Michael and his Consulting Success team’s Clarity coaching program
Why marketing should be about delivering value and building relationships rather than focusing on sales and promotions
Michael’s insights around 3 specific steps for best positioning ourselves to attract more right-fit clients consistently
The importance of concentrating on value instead of volume
Simple shifts you can make to increase what you charge by 300% – or more

Resources:

Website: https://www.consultingsuccess.com
Podcast: https://www.consultingsuccess.com/podcast
LinkedIn Personal: https://www.linkedin.com/in/zipursky/
LinkedIn Business: https://www.linkedin.com/company/consultingsuccess-com/
YouTube: https://www.youtube.com/channel/UCcZvQqRud5hOIfHt62vpGmA
Marketing Course: https://go.consultingsuccess.com/marketing-crash-course.html

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Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member, and taught digital marketing classes to small business owners throughout the state, including the prestigious School of Business at UW-Madison. He has owned five businesses and is the bestselling author of five books, including “Profitable Podcasting” and “Sell with Authority.”

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

What you will learn about in this episode:

How to conquer the fear that can set in when presented with opportunity
How to break past the temptation to quit before even starting down the path
Why the exterior trappings of success are not the true measure
Real life lessons around the power of persistence, tenacity, and grit
How if you take care of your clients — they will take care of you
How to knit all of this together so you never, ever quit

Free Resources:

Order a free paperback or Kindle copy of “Sell with Authority”: https://predictiveroi.com/free-book
Download the “WHO Framework”: https://predictiveroi.com/who
Download the “WHAT Framework”: https://predictiveroi.com/what
Download the “HOW Framework”: https://predictiveroi.com/how
Newly expanded “Resource Library”: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
LinkedIn: www.linkedin.com/in/stephenwoessner/
Twitter: https://twitter.com/stephenwoessner
Facebook: https://www.facebook.com/

And — join us for our next open-mic Q&A

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Jeremy Miner is the Chairman of 7th Level, a Global Sales Training Company that was ranked #391 of the fastest growing companies in the United States by INC magazine’s list of the top 5000 companies in 2021. He is also a contributor for INC magazine and has been featured in the Wall Street Journal, Forbes, Entrepreneur magazine, and a host of other publications.

“The single most effective way to sell anything to anyone in 2022, is to be a problem finder and a problem solver… NOT a product pusher.” For Jeremy Miner, the embodiment of this philosophy has made him one of the wealthiest sales professionals on the planet.

During his 17 year sales career, Jeremy was recognized by the Direct Selling Association as the 45th highest earning producer, out of more than 100 million salespeople – selling anything – worldwide! His earnings as a commission-only salesperson were in the multiple 7-figures, EVERY year.

Jeremy uses behavioral sciences and human psychologypioneering a unique brand of sales training, reflective of his deep studies in the subject from Utah Valley University.

What you will learn about in this episode:

How Jeremy’s early experiences in the sales industry led him to mix sales strategy and tactics with behavioral sciences
Why the first 7-12 seconds of any sales interaction are extremely critical
Jeremy’s insights on structuring a conversation to encourage prospects to open up and engage
How we can effectively “ditch the pitch”
Why Jeremy believes the single most effective way to sell is to be a “problem finder and problem solver, not a product or service pusher”
Jeremy’s philosophy for making sales tactical strategy comfortable, easy, and profitable

Resources:

Website: https://7thlevelhq.com/
LinkedIn Personal: linkedin.com/in/jeremyleeminer
LinkedIn Business: https://www.linkedin.com/company/7thlevelhq/
Sales Revolution Pro Facebook Group: https://salestraining.clickfunnels.com/optin1645488287272

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David Bonney has been focused on sales execution and process for 15 years and is the CEO and founder of FourtyFive.io — which is a platform he and his team built and designed for sales trainers. He is also the author of the new book entitled “Buyer-Centric Selling.”

David is going to give us a rare look behind the curtain to the sales process — through the eyes of a sales expert. He is also going to give us a foundation around what he refers to as the Revenue Operations Lifecycle.

Additionally, he’s also going to walk us through what he calls the “Sales Playbook” and how to execute the playbook.

And — we’re going to break down The Sales Conversion Formula so you can better measure the sales performance within your shop — whether that’s your own performance — or — if you have multiple people playing different biz dev roles.

What you will learn in this episode:

How David and his team built and designed FourtyFive.io for sales trainers
Ways to structure the first conversation with a prospect so they see we are all about them
The foundational blocks for David’s new book, “Buyer-Centric Selling”
Why David focusses on bottom performers to achieve increased performance levels from every team member
Key takeaways from “Buyer-Centric Selling”
The most effective ways to drive up predictable sales rep success

Resources:

Website: https://fourtyfive.io/
LinkedIn Personal: https://www.linkedin.com/in/davidjohnbonney/
LinkedIn Business: https://www.linkedin.com/company/fourtyfive-io

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Stephen Woessner is the founder and CEO of Predictive ROI, a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison, has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.”

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

Hannah Roth is currently Predictive Roi’s Mad Scientist and Strategist. Hannah has a background as a wildlife biologist, and she started her own home decor and carpentry business that she ran quite successfully for 6 years, which segued into her current position with PROI.

Hannah loves her work family, clients, and the fast paced environment of the agency world. She believes there is nothing quite as rewarding as walking alongside someone while they achieve their business goals.

What you will learn about in this episode:

Predictive ROI’s origin story
What the Predictive team does differently for their clients
The transformation that comes with confidently stepping into your smarts
The importance and benefits of PROI’s full transparency approach
Stephen’s advice for instilling confidence and trust with clients that come from all points of the business spectrum
The impact of being within a community that fosters collaboration and inspiration

Resources:

Newly expanded “Resource Library”: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
LinkedIn:
- www.linkedin.com/in/stephenwoessner/
- https://www.linkedin.com/company/predictive-roi/
- https://www.linkedin.com/in/hannah-roth-387a6b223/
Twitter: https://twitter.com/stephenwoessner
Facebook: https://www.facebook.com/PredictiveROI

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Tom Schwab is an accomplished inbound marketer, speaker, entrepreneur, and author. He is the Founder and Chief Evangelist Officer at Interview Valet.

Have you ever thought your digital marketing might actually be hurting your business? That you are not “breaking through the noise,” you are just adding to it? Perhaps you are not simply “one funnel away;” maybe that funnel is preventing the big fish you want from seeing your bate.

Tom Schwab wants you to consider that you are just one conversation away. Based on Tom’s experiences and data, working with over one thousand thought leaders as the chief evangelist officer at Interview Valet, Tom believes you are just one conversation away from a rich life and a profitable business.

What you will learn about in this episode:

Why connecting people with ideas is part of Tom’s mission
Why Tom launched Interview Valet
The strategies and processes Tom and his team of experts implement to leverage audiences
How we can avoid chasing a transaction in favor of making a long term investment leading to profitability and sustainability
Ways the podcasting format is an introduction to potential clients that can lead to building a genuine position of authority
Specific ways of repurposing podcast interviews to turn passive listeners into engaged leads

Resources:

Website: interviewvalet.com/
LinkedIn: linkedin.com/in/thomasmschwab
https://www.linkedin.com/company/interview-valet/
Facebook: https://www.facebook.com/InterviewValet
Twitter: https://twitter.com/interviewvalet
Youtube: https://www.youtube.com/channel/UCuSNLwNEIU787_7l34HaS8A
Book: https://interviewvalet.com/pgpdownload/

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Samantha Hartley works with consultants who are ready to break through the plateau and MULTIPLY their revenues. Samantha helps them multiply their revenues without exhaustion by working with perfect clients on transformational engagements so their consultancies can be profitable and joyful.

It’s not unusual for Samantha’s clients to add $150,000-$600,000 in their first year working with her, (Other results include crossing the million-dollar mark; turning a $22K offer into a $200K engagement, and adding $400K to a contract in just 24 hours).

Samantha is a sought-after guest and the host of the Profitable Joyful Consulting podcast and Facebook group.

Before starting her consulting business, Samantha worked in international marketing for The Coca-Cola Company. She lives on Martha’s Vineyard with her husband and four children.

What you will learn about in this episode:

Samantha’s framework for growing your consulting business joyfully and profitably – with confidence
Why Samantha believes running your consultancy joyfully is not optional for a flourishing and fulfilling business
How Samantha helps her clients avoid overpaying subcontractors with smart value based pricing
The magnitude of identifying perfect clients, as well as next level clients
Samantha’s methodology for achieving significant revenue growth momentum to break through plateaus
Ways to get intentional about client engagements
Why it is crucial for profitability to get out of a financial comfort zone and revise ideas concerning earning potential

Resources:

Website:
- https://samanthahartley.com/
- https://samanthahartley.com/blog-podcast/
LinkedIn: https://www.linkedin.com/in/samanthahartley/
Business Linkedin: https://www.linkedin.com/company/enlightenedmarketing/
Facebook: https://www.facebook.com/samantha.hartley.71
Instagram: https://www.instagram.com/samantha.hartley.71/
Youtube: https://www.youtube.com/c/SamanthaHartleyMedia

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Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

What you will learn about in this episode:

How to find and identify the right-fit clients
How to become the known expert in a niche by solving the right problems, telling the right stories, and fishing in the right ponds
Why a simple set of 6 criteria can help you design your compelling HERO offer
How to identify the 3 “Measures for Success” that will give you the ability to charge a premium price — as a result — drive profits
How to connect the “WHO” and “WHAT” frameworks to build your authority position

Free Resources:

Order a free paperback or Kindle copy of “Sell with Authority”: https://predictiveroi.com/free-book
Download the “WHO Framework”: https://predictiveroi.com/who
Download the “WHAT Framework”: https://predictiveroi.com/what
Download the “HOW Framework”: https://predictiveroi.com/how
Newly expanded “Resource Library”: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
LinkedIn: www.linkedin.com/in/stephenwoessner/
Twitter: https://twitter.com/stephenwoessner
Facebook: https://www.facebook.com/PredictiveROI

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Mary Ann Pruitt started her career in media by working as a senior sales executive for some of the nation’s largest media outlets. After discovering her talent and love for all things media strategy, she founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country. Her hard work and savvy strategy skills have led Mosaic to year-over-year growth, and has expanded her impact as an industry leader in all things traditional, digital, and everything in between.

A 2020 award from Cynopsis Media named her as a Top Woman in Media. Mary Ann’s hands-on approach ensures she understands the moving parts of Mosaic at all times, allowing her to provide tailored insight and guidance to the Mosaic team and her clients. Client success is her number one priority and how she measures her own accomplishments, all of which is apparent in her tireless drive and strategic approach to every project.

What you will learn about in this episode:

How Mary Ann began her career in media and went on to become the President and CEO of Mosaic Media
Mary Ann’s definition and simplification of what programmatic media buying means
Ways Mary Ann and her team work alongside agencies to make media buying a profitable growth generator
Why Mary Ann loves the phrase, “niches make riches”
The 5 myths of programmatic media buying
Mary Ann’s insights about what gets in the way of agencies offering and selling programmatic to clients

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Sandra Martini, founder of boutique coaching firm The Martini Way, offers her mentoring clients a perfect balance of marketing savvy, intuition and results-driven systemic implementation with a healthy dose of nurturing and love.

Sandra’s style is to learn about your goals and then reverse engineer them to where you are now, so you can create the quickest path to your goals possible without sacrificing your sanity or self care.

The sustainable success Sandra teaches takes time and work. If you’re looking for someone to tell you to call everyone you know and sell them a high level “X”, Sandra isn’t for you.

If you want a partner who understands the big vision and intimate details of running and marketing a successful, sustainable business; who understands you and where you are, who nurtures you while being completely honest and non-judgmental and who can pull from her years of hands-on business and marketing expertise, then Sandra Martini is ready to help!

What you will learn about in this episode:

Sandy’s expert insights for the right balance in building, launching, and maintaining a profitable and sustainable membership program
Some key questions we should be asking to make improvements to the onboarding process resulting in retention
Practical and tactical steps for avoiding the pitfalls and obstacles of building a membership program
Why it is crucial to take an actual look at the data, metrics, and usability of your membership program
Ways Sandy has been invaluable at helping us here at Predictive ROI review, critique, and improve the practices of our membership program.

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Erik Jensen is the chief strategy officer at Predictive and a co-owner. Predictive helps clients build their authority positions in the niche(s) they want to serve — and then — monetize that position in the form of a sales pipeline filled with a steady stream of right-fit clients.

But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“Hey — how do I get my list to buy more of my stuff?”

And like we talked about in last week’s episode — anytime we let thoughts of “GETTING” our “LIST” to “BUY” — instead of being focused on helping our clients and prospects solve a business issue or challenge they care about … then our thoughts, words, and actions make it pretty clear that we’re more about selling for our benefit and not helping them for their benefit.

Okay — let’s put a pin in that for a second because what might seem like a bit of weird irony — the focus of my discussion with Erik today is actually all about “HOW” to sell – and more specifically – we’re going to talk through and slice apart one of our brand new sales frameworks – just out of the Predictive Lab.

What we’re calling our “HOW” framework.

The framework is based on two private training sessions we delivered to Predictive clients in June and August where we mapped out all of the strategies and tactics for how best to sell the HERO Offer.

If you’ve not yet built your HERO offer – I encourage you to download Episode 28 because Erik and I broke down all of the components…and key questions to work through…for building your HERO offer from the ground up — and — how to price it strategically.

Alright – now let’s come back to today’s discussion.

Our goal for this episode is to share a framework for how to generate leads and sales for your hero offer.

Here’s how…

We’ll highlight the three roles within what we call the “Triangle of Sales”.

And — we’ll define “Transitional Moments” and how each role in the sales process needs a Transitional Moment to seamlessly move one of your prospects along in the process – without them feeling like they’re being moved along.

And – after highlighting each role – we’ll break each down into some core components including the goal for each role – and when done with excellence – your result outcome will be a “sales process”…not “sales activity.”

And because it’s a process…it becomes delegatable and scalable.

Lastly — before we dive in — why are we focusing on the “WHO,” “WHAT,” and “HOW” over the last several weeks in this 3-part series?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way and we start showing up as “buy more of my stuff.”

Whether by accident or not – when we show up that way — it feels like a whole lot of not awesome for your clients, prospects, and audience.

So – think of these “WHO, WHAT, HOW” episodes as The Starting Block.

What you will learn about in this episode:

What are “Transitional Moments” — their purpose, how they work, and how you can put them into practice to transition conversations from one stage to the next
What are the three roles of an effective sales process or sales team (we call this the Triangle of Sales)
What are the primary functions of a sales development representative
How does the Setter role ensure that leads passed on to the closer are truly “sales qualified”
How to obtain “conceptual agreement” so closing sales never feels like closing sales

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But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“Hey — how do I get my list to buy more of my stuff.”

Okay — let’s put a pin in that for a second because what might seem like weird irony — as you’ll hear — the focus of my discussion with Erik is actually about selling.

Weird, right?

But — and it’s an important “but.”

It’s about offering your clients and prospects what we call the HERO Offer — because when you offer it in the right way, at the right time (and candidly — in most cases…you’ll be asked by someone to share the details of what’s included) — then offering up the HERO offer doesn’t feel like selling at all.

Because if you follow the recipe, Erik and I lay out today — you’ll build your HERO Offer in such a way that it’s all about solving an important business issue for your client…not driving revenue for you.

And again — irony — that doesn’t mean your HERO offer is a loss-leader and not profitable. It’s profitable, strategically priced, and strategically linked with your full value ladder.

Okay — lastly — before we dive in — let’s quickly loop back to last week.

Erik and I discussed three variables as the starting point for solving the equation of increasing sales.

The first variable is WHO. We covered “WHO” last week in Episode 27. If you missed it — just go here.

The second variable is WHAT. That’s the HERO Offer and what we’ll cover today.

And the third variable is HOW, which will be our focus next week.

As always — we’ll share specific examples and helpful frameworks in full transparency.

Why are we focusing on these three fundamentals in these episodes?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way, and we start showing up as “buy more of my stuff.”

Whether by accident or not – when we show up that way — it feels like a whole lot of not awesome for your clients, prospects, and audience.

So – think of these “WHO, WHAT, HOW” episodes as the Starting Block.

What you will learn about in this episode:

The 30,000-foot view of the HERO OFFER
What are the key criteria that an effective HERO OFFER includes
What are the five outcomes of a HERO OFFER to share with your clients — and in doing so — transition you from selling to only helping
What are the measures for success?
How best to price the HERO OFFER: loss-leader or premium-priced

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But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“Hey — how do I get my list to buy more of my stuff.”

Here’s the reality — you can “get” your “list” to “buy your stuff.” What you CAN do is prove over and over again that you can help solve business issues and challenges they care about deeply.

So let’s reframe. Instead of the earlier question — we’d like you to consider three variables as the starting point for solving the equation of increasing sales.

The first variable is WHO.

The second variable is WHAT.

And the third variable is HOW.

Over the next three episodes of the podcast — Erik will join Stephen to work through the three variables of WHO — WHAT — and HOW they can work together to fill your sales pipeline.

We’re going to define each.

We’ll share specific examples in full transparency.

And — we’ll share any helpful frameworks along the way.

Why?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way, and we start showing up as “buy more of my stuff.”

Whether you show up that way by accident or not — it feels like a whole lot of not awesome for your clients and prospects.

Think of this episode as the “Starting Block” — it’s time to get set…here we go.

What you will learn about in this episode:

The three ingredients in the right-fit client avatar recipe
How your client stories can connect to your prospect’s “psychographics”
How to win the “heart” with the pain-pleasure principle followed by winning the “head”
Why “hope” is the strongest decision-making force
How to share your right-fit client avatar with a prospective client during an actual biz dev meeting

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We’re doing something totally different for this episode of our podcast.

As you know — Erik is one of the owners here at Predictive and has joined Stephen for several episodes on the podcast, which has been a fun opportunity to share Erik’s smarts with our community in new and deeper ways.

No doubt — Erik has a depth of expertise, and we’re looking forward to him joining Stephen as his guest on the show again soon.

That said — for today — we’re going to do something different and share the full-length interview where Erik was interviewed by Deb Zahn, the fabulous host of the “Craft of Consulting” podcast.

Deb did an exceptional job of orchestrating a deep and instructional conversation around a topic that, in our experience — agencies, business coaches, and strategic consultants — typically either run from — or — move toward in a somewhat committed way.

And that topic is — niching down.

When the episode aired — we listened to every word because what Erik shared was so helpful and awesome.

You’ll hear Erik map out in full transparency:

How and where to build your position of authority (we call that planting your flag)
Why it’s important
How to monetize it
Overcoming your fear of opportunity costs
Recognizing that everything gets easier when you niche down

And much more, which is why we decided to share the full episode with you.

Our guess is — you’ll also love the food analogies Erik shared — so awesome.

The one about the French pastry chef is fantastic!

Okay — so without further ado — here are Deb Zahn and Predictive’s own, Erik Jensen. Enjoy!

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Erik Jensen is an owner and Chief Strategy Officer at Predictive ROI, a strategic digital marketing agency focused on helping agencies, coaches, and consultants build and monetize an authority position.

If you have ever been told you need to be creating and sharing all sorts of content with your audience, but no one has shown you how it moves the needle for your business – PROI is here to share in full transparency the ways we’ve seen our prospects consume and engage with our content – and how that has turned prospects into clients.

Erik is all about helping business owners build more stable, profitable, and scalable businesses, not by shouting directions from below, but by helping shoulder owners’ burdens and hike up the mountain alongside them.

What you will learn about in this episode:

How we define transitional moments
What are some milestones to identify before designing transitional moments
Erik’s insights into building the right content strategy for nurturing leads and prospects
How agencies, coaches, and consultants can navigate the path of transitional moments
The value of taking intentional steps in evolving the status of relationships with right-fit clients

Resources:

Website: https://predictiveroi.com/
LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/
Facebook: https://www.facebook.com/PredictiveROI/
Twitter: https://twitter.com/predictive_roi

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Jamie Shibley is the CEO of The Expressory, a strategic gifting agency that believes the key to accelerating your business growth and profitability in the post-covid era will rely on your ability to effectively nurture meaningful relationships.

After 20 years in the Corporate world full of IT & eCommerce roles, Jamie launched an online brand of her own. Jamie understands the influence of strategic gifts and wants to help business owners thrive in a high-tech world through the creation of long-lasting emotional loyalty. Respected as a market leader, Jamie’s gift designs have been featured on Entertainment Tonight.

What you will learn about in this episode:

The concept behind strategic gifting and why Jamie is so passionate about it
How Jamie and her team have helped PROI stay intentionally connected with Dream Prospects
Why sending 6-8 high-quality touches annually is so effective in nurturing relationships and building emotional loyalty
Practical and tactical steps for architecting gifts that leave a meaningful and lasting impression
Powerful attributes to strategic gifting with Wow-Factor results

Resources:

Website: https://www.theexpressory.com/
LinkedIn: https://www.linkedin.com/in/jamie-shibley-76a3402/

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Dr. Angela Lauria, freelance ghostwriter, and editor, founded The Author Incubator in 2013. The Author Incubator was first created to be a home for bold, influential—even radical—ideas in publishing. Angela had planned a career in activism and social change after completing her PhD in the European Graduate School where her dissertation “From Medea to Media: Live Performance as a Vehicle for Social Change” was published by ATRPOS PRESS as part of the Think Media Philosophy Series.

Little did Angela realize that it was this experience of getting her own book published that would forever alter her trajectory. To pay her way through graduate school, she helped companies and individuals write and publish their books.

However, when Angela realized the publishing industry was ripe with subversion and disruption, she decided that she was being called to do something about it. It was then that she had the vision to create The Author Incubator: To empower agents of change and transformation; coaches, healers, lightworkers to write their book, to create a difference, and ultimately, to create massive social change in the process.

What you will learn about in this episode:

Ways Dr. Angela and her team expertly craft their marketing strategies
Examples of bold moves that Dr. Angela implements to become more helpful and impactful for her community
How Dr. Angela’s perspective on building an authority position has led to 27 of her clients becoming millionaires
What methods and filters in her conversations result in the shortest pathway for her clients reaching their goals
The Gold Star Idea approach

Resources:

Website: https://theauthorincubator.com/
LinkedIn: linkedin.com/in/angelalauria
Twitter: https://twitter.com/alauria

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Pamela Slim is an award-winning author, speaker, and business coach who works with small business owners ready to scale their businesses and IP. She is the author of Escape from Cubicle Nation (Penguin Portfolio, 2009), Body of Work (Penguin Portfolio, 2014), and The Widest Net (McGraw Hill, November, 2021). Pam and her husband Darryl co-founded the K’é Main Street Learning Lab in Mesa, Arizona, where they host scores of diverse community leaders and regular small business programming.

What you will learn about in this episode:

How Pamela’s journey in different adventures launched her work into the world
The idea behind peanut-butter and jelly partnerships
Pamela’s relentlessly helpful ways to create a community with layered components and a bigger purpose
How it’s possible to build an ecosystem culture
How Pamela’s focus on capacity-building results in unlocking her client’s potential and leaves an enduring legacy

Resources:

Website: https://pamelaslim.com/
Twitter: https://twitter.com/pamslim
Facebook: https://www.facebook.com/pamela.slim
LinkedIn: https://www.linkedin.com/in/pamelaslim/
Instagram: https://www.instagram.com/pamslim/

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Cary Weston is President and Chief Marketing Officer at Sutherland Weston. Cary is the person that will cut through the trendy business-speak and help define what the real goal is. A fan of function over form, his charge is to ensure that creativity doesn’t mask the need and that the work is focused on results.

Too honest at times, he believes the world could benefit from some more ‘old-fashioned’ and less ‘bright and shiny.’

Cary is active on several community boards and causes, including volunteering as a board member for little league and coaching youth basketball and football.

He was a founding member and the initial Chair of Fusion: Bangor, an organization developed to connect and inspire young professionals to become active and engaged in their community.

He has served as a multi-term city councilor, is a former Mayor of his hometown Bangor, and founded the Mayor’s Coalition in Maine.

What you will learn about in this episode:

How Cary’s nontraditional professional path began
What Cary learned the first time he walked into an agency
Why Cary’s new perspective led him to use research as cornerstone content
Why the fear of failing doesn’t stop Cary’s drive
The impact of Cary’s research on business development processes and personal relationships
Ways Cary is continuing to help solve client’s problems with data-driven results

Resources:

Website: https://sutherlandweston.com/
LinkedIn: https://www.linkedin.com/in/caryweston/
Facebook: https://www.facebook.com/SutherlandWestonInc/
Twitter: https://twitter.com/swmc_inc

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David Jenyns began his entrepreneurial journey when he was 20 years old. Like any good entrepreneur, David was never short on ideas and has owned, run and been involved in a variety of different business ventures. Everything from developing successful stock market trading courses, to franchising rock ‘n roll retail clothing stores, to building a successful software as a service company.

Most well known for building one of Australia’s most sought-after digital agencies, David’s approach to digital marketing combines many disciplines. His methods – outlined in his Amazon bestselling book “Authority Content” – earned him international respect and recognition.
More than 10 years later, his two companies Melbourne SEO Services and Melbourne Video Production, are still going strong, and are the flagship examples of David’s approach to systematizing a business

What you will learn about in this episode:

Why David Jenyns made his mission to free all business owners on a worldwide scale
Practical and tactical steps to begin creating a foundation of systems.
How systems development is pivotal in removing key person dependencies
Ways to break through the initial resistance of systematization – leading to a systems mindset
Why we should challenge misconceptions about systems culture

Resources:

Websites:
- https://www.davidjenyns.com/
- https://www.systemhub.com/david-jenyns/
- https://www.melbourneseoservices.com/
- https://www.systemology.com/
LinkedIn: https://www.linkedin.com/in/david-jenyns/
Twitter: https://twitter.com/davidjenyns
Book: Authority Content: The Simple System for Building Your Brand, Sales, and Credibility Paperback – August 24, 2016

Authority Content: The Simple System for Building Your Brand, Sales, and Credibility

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Kim Ades (pronounced add-iss) is the Founder of Frame of Mind Coaching™ and Co-Founder of The Journal That Talks Back™.

Recognized as a pioneer in the field of leadership coaching and thought mastery, Kim uses her unique philosophy and direct coaching style to help leaders identify their blind spots and learn to direct their thinking to achieve extraordinary results.

Author, speaker, entrepreneur, coach, and mom of five, Kim is dedicated to teaching her powerful coaching process to leaders, executives, and entrepreneurs worldwide.

What you will learn about in this episode:

Ways we can direct our thinking to achieve extraordinary results when leveraging cornerstone content
How to implement useful, alternative coaching approaches as opposed to less personal accountability-based coaching
How we can help our clients get from a starting point to cementing a transformational experience
Kim’s recommendations for getting the volume of work done with what she refers to as high-impact coaching
Why trying new things in a content landscape is so important for business growth

Resources:

Website: https://www.frameofmindcoaching.com/
LinkedIn: https://www.linkedin.com/in/kimades
Facebook: https://www.facebook.com/FOMcoaching
Twitter: https://twitter.com/kimades
Instagram: https://www.instagram.com/frameofmindcoaching
Group Coaching: https://www.frameofmindcoaching.com/group-coaching
The Journal That Talks Back™: https://www.thejournalthattalksback.com/

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Molly Rose Speed is an expert in creating what everyone wants more of — time and freedom. Through her methods of intelligent systems, automation, and outsourcing, you’ll experience another 10-15 hours per week of freedom and flexibility.

As the founder of Virtual Assistant Management which provides trusted Virtual Assistant solutions and flawless tech execution for busy entrepreneurs, Molly Rose is the go-to professional for some of the most successful entrepreneurs and leaders in the financial and personal development industries.
Molly Rose is an awarded military spouse and solo world traveler who believes in creating a business and a life that allows you to do more of what you love.

What you will learn about in this episode:

How Molly Rose Speed became an expert in the field of virtual assistant training
How we can solve time constraints that are limiting business growth
How can we stay in the zone of genius – and why dedicating time to our zone of genius actually adds value back into our business
Why it is so beneficial to clearly identify the priorities that can be outsourced
Molly’s blueprint for avoiding burnout– and getting in the right spot of energy

Resources:

Website: http://www.virtualassistantmanagement.com/
LinkedIn: https://www.linkedin.com/in/mollyrosespeed/
Instagram: http://instagram.com/mollyrosespeed

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Jody Sutter is the owner of The Sutter Company, a new business consultancy that advises small agencies on organizing and operationalizing their growth strategy. She started The Sutter Company after more than two decades of running business development teams for agencies, large and small, and spanning a diverse list of disciplines. They’ve included R/GA, OMD, Havas Media, and The VIA Agency.
Jody frequently speaks at leading industry events around the world such as Traffic & Conversion Summit, INBOUND, the ICA’s Agency Transformation Summit, The Drum’s Pitch Perfect new business conference, and is a featured instructor in the 4As Learning & Development program.

Her book, A Small Agency’s Guide to Winning New Business: 8 Steps to Winning More of the Right Kinds of Clients, is now available on Amazon.com.

What you will learn about in this episode:

How to create an environment for winning
How to build a program for biz dev growth that aligns with the ground we claim
What are the best ways to go from abstract to tactical in biz dev
How to become equipped with a strong story for our right-fit clients
Why it’s beneficial to get in touch with vulnerabilities
8 practical steps to eliminate feast or famine in biz dev

Resources:

Website: www.thesuttercompany.com
LinkedIn: https://www.linkedin.com/in/jodysutter/
https://www.linkedin.com/company/the-sutter-company
Facebook: https://www.facebook.com/TheSutterCompany/
Twitter: https://twitter.com/jodysutter

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For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, and tell their story more effectively. Over the last ten years, Robert and his firm, The Content Advisory, have advised more than 500 companies, including 15 of the Fortune 100.

Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 and, helped guide it to be the leading global content marketing education and training organization. Robert was CMO of CrownPeak – leading the marketing and product development of one of the world’s first enterprise Software-as-a-Service web content solutions.

Robert is the author of three best-selling books on marketing and content strategy and is the co-host of the popular marketing podcast This Old Marketing, which has been downloaded more than two million times in 150 countries.

What you will learn about in this episode:

How we can use the “what’s next” idea for more effective forward-thinking
What is the “Smile Strategy,” and why is it important in business development
Ways to put into practice the “So I can” methodology
Ways we can get our clients to perceive us as strategic advisors
How we can achieve the “land and expand” instead of being commoditized

Resources:

Website: www.contentadvisory.net
LinkedIn: https://www.linkedin.com/in/robrose/
Twitter: https://twitter.com/tcadvisory
YouTube: https://www.youtube.com/channel/UCsmqoUbLSGHd3JZQA1LnyuA

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In the last decade Henry DeVries has authored, ghostwritten, and published more than 300 books for business thought leaders, including How to Close a Deal Like Warren Buffett, You’re Not the Person I Hired, Dirty Little Secrets of Family Business, and Persuade With a Story! He is the CEO of Indie Books International, which has published more than 100 titles since he co-founded the company in 2014. Formerly president of an award-winning Ad Age 500 marketing agency, he is also a former assistant dean for continuing education at the University of California San Diego. In addition to speaking to thousands of business leaders each year, he writes a weekly column for Forbes.com.

What you will learn about in this episode:

How agencies, coaches, and consultants can use the right recipe to make strides forward during the book writing process
What are some advantageous “side effects” of completing the book writing process
What are three ways to complete a book – and ways to navigate the minefield of publishing
Why Henry DeVries absolutely believes marketing with a book is THE number one marketing strategy
The seven magnificent ways to market a book in the right order

Resources:

Websites:
- http://www.rainmakerconfidential.com/workshops
- http://www.indiebooksintl.com/
- http://www.forbes.com/sites/henrydevries
LinkedIn:
- http://www.linkedin.com/in/henryjdevries
- https://www.linkedin.com/company/indie-books-international/
Twitter: https://twitter.com/indiebooksintl

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Tom is a no-nonsense, straight-talking 30-year veteran of the ad agency business who favors stiff drinks, good debates, and helping agencies Sell Greatly by turning conversations into clients.

As an internationally recognized sales & marketing keynote speaker, founder of Converse Digital, and Author of The Invisible Sale, Tom marries his two passions, marketing & technology, to teach agencies how to leverage digital marketing channels to achieve and sustain sales growth, enhance brand perception and painlessly prospect for new clients.

What you will learn about in this episode:

Strategic and tactical ways to turn conversations into clients
What is an invisible sale and how is it related to prospecting painlessly
Reasonable starting points for using system components in business development
How using propinquity helps gain exposure to invisible prospects
How a little work with focussed efforts can produce a big impact

Resources:

Agency Business Development Training: https://conversedigital.com/agency-business-development-training/
Website: https://conversedigital.com/
LinkedIn:
- https://www.linkedin.com/in/tommartinjr/
- https://www.linkedin.com/company/conversedigital/
Facebook: https://www.facebook.com/ConverseDigital
Twitter:
- https://twitter.com/conversedigital
- https://twitter.com/tommartin

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Jay Baer is a Hall of Fame keynote speaker who teaches business growth through customer experience and marketing innovation. He is also a popular virtual emcee and event host, New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies and examples, Jay’s entertaining and engaging programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised numerous iconic brands including Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the Founder of Convince & Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. Known for his fun plaid suits, meeting planners can select the very suit Jay will wear to their event through his custom app!

What you will learn about in this episode:

How to create good fly paper leading to business growth instead of mere survival
How a solid niche plays a big role in ideal customer profiles
Which bigger questions can yield better strategic thinking
What filter mechanisms can help strategists set themselves apart
The benefits of inbound marketing and showing your smarts

Resources:

Website: http://thebaerfacts.com
Newsletter: http://thebaerfacts.com/
LinkedIn: http://linkedin.com/in/jaybaer

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Erik Jensen is an owner and Chief Strategy Officer at Predictive ROI, a strategic digital marketing agency focused on helping agencies, coaches and consultants build and monetize an authority position.

If you have ever been told you need to be creating and sharing all sorts of content with your audience, but no one has shown you how it moves the needle for your business…PROI solves that.

What you will learn about in this episode:

How Erik got started at PROI and what he does as our Chief Strategy Officer
What “niching down” is — and how Erik helps agencies do it.
How to find your niche, and what to do when you find it
What to do when you fit into more than one niche?
3 ways businesses can niche down — and how to know which works best for yours
How to filter potential clients to see if they fit into your niche
Why niching down makes your business more helpful, consistent, and profitable

Resources:

Weekly Q&A: https://predictiveroi.com/pipeline-1
Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/
Predictive ROI Free Resource Library: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
Website: https://predictiveroi.com/
LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/
Twitter: https://twitter.com/predictive_roi
Facebook: https://www.facebook.com/PredictiveROI

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Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

What you will learn about in this episode:

What winning the Kentucky Derby and building a position of authority have in common
Why Stephen believes the latest derby win was not an overnight success — and why there’s no such thing
How Stephen and Erik ended up at the derby in the first place, and what they learned from it
The impressive amount of strategy, analysis, and research that go into the probability odds for every single horse in the race
Why Stephen decided to place a bet on this year’s biggest underdog…that’s right, Rich Strike
What we as thought leaders can learn from this year’s Kentucky Derby winner, Richard Dawson — and why he entered the race in the first place

Resources:

Photos from Stephen:
Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/
Predictive ROI Free Resource Library: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
Website: https://predictiveroi.com/
LinkedIn: www.linkedin.com/in/stephenwoessner/
Twitter: https://twitter.com/stephenwoessner
Facebook: https://www.facebook.com/PredictiveROI

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Lori Jones is the President and CEO of Avocet Communications.With more than twenty-five years of experience, Lori is a marketing executive and recognized leader in integrated communications in the digital age.

Her experience shifting perceptions – for building brands for a share of heart and positioning companies for share of market – enable her to contribute a strong understanding of the intricacies of the motivators of today’s buyer. Her experience with national and local brands enable her to contribute a strong understanding of the intricacies of today’s consumer and business motivators.

Lori is a founding member of the Forbes Agency Council, and under her leadership the agency has been named one of Colorado’s Top 100 Women-Owned Businesses by ColoradoBiz magazine multiple times, been included in The Denver Business Journal’s list of Top 25 Advertising Agencies in the state, and been named to BizWest’s Mercury 100 list year-over-year. And, in 2020 Lori was inducted into the Boulder County Business Hall of Fame.

What you will learn about in this episode:

How Avocet Communications got its start in Lori’s parents’ basement
What inspired Lori and her team to start Avocet’s podcast: “Integrate & Ignite”
The role that cornerstone content played in building a position of authority for Avocet
Why Lori believes that building a position of authority starts with “having your own house in order”
How to create consistency with your cornerstone content — and why it’s absolutely crucial to do so
Ways to use cornerstone content to build a position of authority, add to your credibility, and enage with your Dream 25 list

Resources:

Podcast (“Integrate & Ignite”): https://avocetcommunications.com/podcast/
Website: https://avocetcommunications.com
LinkedIn:
- Avocet
- Lori Jones
Facebook: https://www.facebook.com/AvocetCommunications/?fref=ts
Twitter:
- Avocet
- Lori Jones

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Jane challenges and subverts expectations. Every single day.

Leading by example, Jane guides the Fieldtrip team to develop sound, strategic work imbued with curiosity and significance. A previous research marketing specialist working in television, Jane started our agency with one client, Ashley HomeStore. As she built marketing strategies for Ashley HomeStore she grew new accounts and staff along the way. In our second decade, she has rebranded the agency, ready to take on the next chapter with the same vigor and tenacity that has helped us grow to this point.

Jane is ferociously dedicated to ensuring everyone in and around the agency knows exactly where they’re headed and how they’ll get there. Jane says her biggest accomplishment is trusting her team to build an agency bigger than anything she could have dreamed of. But we know the truth of it, as she quotes Yoda —” Do or do not. There is no try.” Jane does.

What you will learn about in this episode:

How Jane and her team at Fieldtrip niched down to grow their business and make a measurable impact in the world
What niching down looks like, how long it takes, and where to get started.
How to use your core values and beliefs to identify your ideal audience
Why connecting with your audiences is more effective when you focus on impact.
Why Jane believes that doing great work means doing great things in the world
What it means to be a “Mission Multiplier”

Resources:

Website: wearefieldtrip.com
Facebook: https://www.facebook.com/hellofieldtrip
LinkedIn: https://www.linkedin.com/in/janepfeiffer/
Instagram: https://www.instagram.com/janewpfeiffer/

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Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

What you will learn about in this episode:

What makes somebody a thought leader?
What thought leadership and baseball have in common — and why Stephen loves both of those things so dang much
Why becoming a great thought leader starts with allowing yourself to be bad at it
What audiences are looking for when they seek out thought leaders in their industry
Why instant gratification is a common trap for thought leaders — and how to avoid it
The “10 Truths of Thought Leadership” — what they are and how to apply them
How to start adopting the mindset of a thought leader

Resources:

Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/
Predictive ROI Free Resource Library: https://predictiveroi.com/resources/
“How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
Website: https://predictiveroi.com/
LinkedIn: www.linkedin.com/in/stephenwoessner/
Twitter: https://twitter.com/stephenwoessner
Facebook: https://www.facebook.com/PredictiveROI

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Brand Strategist & Business Growth Accelerator Karley Cunningham takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector.

Companies that want to be distinct in their marketplace retain Karley to sharpen their positioning and differentiation strategies to cut through the noise. Karley’s international client-base benefits from accelerated growth, increased profit, and stability as her innovative Surefire Method™ provides them with a strategy and toolkit.

Having built three successful businesses, Karley knows what it takes to start, develop, and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book: The Widest Net by Pamela Slim. In addition, she’s a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible Podcast.

Believing deeply in the practice of givers gain, she is well-known and networked, and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain biker, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4×4.

What you will learn about in this episode:

How to infuse your fundamental values, truths, and beliefs into your brand — and why you want to
What “blue ocean territory” is, and how to find yours
Why Karley says that branding is NOT marketing
What you can do to move away from the RFP process — and why Karley believes that it shouldn’t even exist
How to avoid the “comparison trap” by focusing on your clients instead of your competitors
Why you want to be fully-aligned with your clients — and what happens when you’re not
How attracting right-fit clients will naturally help you repel wrong-fits

Resources:

Website: https://www.bigboldbrand.com/
LinkedIn: https://www.linkedin.com/in/karleycunningham/
Twitter: https://twitter.com/BrandMaven

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Chris is the best-selling author of Real Estate on Your Terms: Create Continuous Cash Flow Now, Without Using Your Cash or Credit. He’s also the founder of SmartRealEstateCoach.com and the Smart Real Estate Coach podcast.

Chris has been in real estate for over 25 years. His experience includes the construction of over 100 single-family and duplex homes (mostly in the 1990’s and selectively to date), has owned a Realty Executives Franchise (Massachusetts 1994-2000) as broker/owner which maintained high per-agent standards and eventually sold to Coldwell Banker in 2000. The 2000’s included coaching ½ million and higher REALTORs® in order to scale & automate their business throughout the US and Canada. He also participated (and still does selectively) in doing condo conversions (multi-family homes to condos) and “raise the roof” projects (converting single-family ranches to colonials in growth neighborhoods).

Chris has been a big advocate of constant education and participates regularly in high-end mastermind groups, as well as consults with private mentors. He runs his own buying and selling businesses with his family team, which buys 2-5 properties monthly, so they’re in the trenches every single week. They also help clients do the same thing around the country.

Chris and his family team have done over 80 million in real estate transactions. They mentor, coach, consult, and actually partner with students around the country (by application only) to do exactly what they do.

What you will learn about in this episode:

What it means to have a position of authority in your industry, and why it’s so important
How you can create a position of authority for your business and “plant your flag” in your local market
Why owning your position of authority is crucial for protecting your business from larger or well-funded competitors in your market
How to use your position of authority to attract right-fit prospects while simultaneously repelling the wrong ones
The importance of staying current in your industry, and how it affects your position of authority as well as your personal credibility
Why it can be dangerous (yes, dangerous) for businesses to operate alongside competitors who are not staying current in their industry
How taking the time to stay current while helping others do the same — “teaching what you’re applying” — can help you build trust, authority, and loyalty with your audiences

Resources:

Website: https://www.smartrealestatecoach.com
LinkedIn: https://www.linkedin.com/in/chrisprefontaine/
YouTube: https://www.youtube.com/user/chrispreonline
Twitter: https://twitter.com/chrispre
Facebook: https://www.facebook.com/CHRISPRE

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James Carbary is the Founder of Sweet Fish Media (a podcast agency for B2B brands) and Showcase (a SaaS product for podcasters). He’s also the Executive Producer of two podcasts: B2B Growth and Young Married Christian. He’s the author of Content-Based Networking (a best-selling book about how you can connect with anyone you want to know), and he doesn’t eat at restaurants that serve Pepsi (because…gross). As awesome as James might think he is…he’ll never be as great (or as interesting) as his wife Lisa, who played college rugby and now trains dolphins at Disney World.

What you will learn about in this episode:

What Content-Based Networking is, how it works, and why James wrote an entire book about it
Why companies should be hiring more creators, rather than more marketers
Ways to recognize “commodity content” — and why you should never settle for it
How to make your voice stand out in a seemingly endless sea of other creators
Why you should stop viewing like-minded businesses in your industry as competitors, and start valuing them as collaborators
How creators add MASSIVE value to companies, and how their insight and influence can transform your business (for good)

Resources:

Website: https://sweetfishmedia.com/
LinkedIn: https://www.linkedin.com/in/jamescarbary/
Twitter: https://twitter.com/jamescarbary
Facebook: https://www.facebook.com/sweetfishmedia

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What you will learn about in this episode:

How Susan helps agencies and organizations use research to position themselves as thought leaders for their audiences
What genuine thought leadership looks like — and how research builds a solid platform for it
Why getting results that surprise you or contradict what you previously thought is a GOOD thing, and why it’s important to be vulnerable with your followers
How thought leaders can be “relentlessly helpful” for their audiences, and what that means for your business
Why Susan always says that your research is “like a cupcake, but YOU are the icing”
How you can infuse your unique perspectives, insights, and expertise into your research — and why it’s so important to do so
Ways to turn your research into a helpful, engaging, and sustainable source for content

Resources:

Website: https://audienceaudit.com
Facebook: https://www.facebook.com/AudienceAudit/
LinkedIn: https://www.linkedin.com/in/susanbaieraz/
Twitter: @susanbaier

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Del founded Esparza in 2000 to provide strategic marketing, advertising, and business solutions to a broad range of national public and private clients. A native of Albuquerque, Del acquired his marketing expertise at companies including IBM, DuPont, and Conoco.

Dr. Mills Cox is a multicultural market researcher and founder and principal of Inclusive Market Research Group, LLC. Her previous work examined media representations of communities of color and Black female representation in the media, specifically examining audience engagement. Her current research includes qualitative focus groups, giving insight into multicultural consumer markets. As a Black American consumer insight expert, Dr. Mills Cox provides cultural insight and direction for market strategy and planning.

Dr. Mills Cox is also a Communications faculty member at Central New Mexico Community College (CNM) in Albuquerque, New Mexico. She also served as an Assistant Professor and Graduate Program Coordinator at Norfolk State University (Norfolk, VA) in the Mass Communications and Journalism department. In this role, she taught communications courses, supervised the graduate program and its students, in addition to coordinating the program’s logistics. As Graduate Program Coordinator, Dr. Mills Cox assisted with developing new course offerings and initiated new curriculum development.

What you will learn about in this episode:

What genuinely inclusive market research looks like, how it is conducted, and why it is invaluable for businesses in every industry
How the COVID-19 pandemic and the countless social justice movements that have gained momentum over the past few years have left a lasting impact on consumer behavior
What recent shifts in consumer behavior mean for businesses, brands, and the expectations held by their audiences
Why it is crucial for brands to align their values with their audiences,’ and how they can do so with integrity, responsibility, and authenticity
The best way for brands to communicate their commitment to social responsibility with their audiences while keeping themselves accountable
How brands should react if and when they take a misstep, and how the right reactions can not only repair but STRENGTHEN your consumer relationships
Which brands are currently leading social progress through their commitment to inclusivity and diversity — and what the rest of us can learn from them

Resources:

Del Esparza:

Website: https://esparza.com/
LinkedIn:
- https://www.linkedin.com/in/del-esparza-8b49781/
- https://www.linkedin.com/company/esparza-advertising/
Facebook: https://www.facebook.com/esparzaadvertising/
Twitter: https://www.facebook.com/esparzaadvertising/

Dr. Brandale Mills Cox:

Website:
- https://drbrandalemills.com/
- https://www.inclusivemarketresearchgroup.com/
LinkedIn:
- https://www.linkedin.com/in/brandale-mills-cox-ph-d-327751b/
- https://www.linkedin.com/company/inclusive-market-research-group/
Facebook: https://www.facebook.com/inclusivemrg/
Twitter: https://twitter.com/InclusiveMRG

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For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own agency (which he still owns and runs) in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more.

What you will learn about in this episode:

Why thought leaders are like lighthouses — the metaphor that Drew uses to describe niche authority
The key piece of wisdom that will bring clients to your door
How to establish trust before people even meet you
What the Edelman Trust Barometer is and how you can leverage that information
Why your engaged community is authentic proof of your expertise
Why we shouldn’t be afraid to narrow our focus on how we serve others
The importance of finding right-fit clients
Why we need to score our clients every quarter and how to do it
How to filter out the sweet spot clients and replicate them
Three strategic steps to getting past your fear and stepping into your authority

Resources:

Website: www.agencymanagementinstitute.com
Email: drew@agencymanagementinstitute.com
LinkedIn: https://www.linkedin.com/in/drewmclellan/
Facebook:
- https://www.facebook.com/agencymanagementinstitute
- https://www.facebook.com/McLellanMarketing
Twitter: https://twitter.com/drewmclellan/
Sweet Spot Client Filter Download: https://agencymanagementinstitute.com/client-filter/

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The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your business? How do you attract a steady stream of well-prepared prospects into your sales pipeline? How do you step away from the sea of competitors so you stand out?

Each episode contains valuable insights, recommendations, and tangible examples of best practices — not theoretical prose. Every step — every tool you need to establish your authority position, to grow and nurture your audience, and to build your business is all here in full transparency.

The podcast is hosted by Stephen Woessner, CEO of Predictive ROI. And — Drew McLellan, CEO of Agency Management Institute and co-author with Stephen of the book “Sell with Authority”, will be a frequent guest expert and contributor.

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