- 6 Jul, 2017
- Hoxton Hotel, Shoreditch
- 9.30am - 5.00pm
|Super Early Bird||£445 + VAT Sold out|
|Early Bird||£495 + VAT Sold out|
|Standard||£545 + VAT Sold out|
During the workshop Blair will touch upon the important issues of positioning, lead generation, pricing, negotiating and more. You will leave with the tools to make selling easier and more enjoyable.
You will learn:
- How to move from vendor to expert practitioner in the mind of the client.
- How to conduct yourself throughout the sale, including the information you need to gather and the best high-gain questions to help you gather it.
- How to quickly determine if an opportunity is worth pursuing and what the next steps should be.
- The impediments to value pricing and a novel technique for turning theory into the reality of higher margins
- How to take the pressure out of closing situations
- What to say after hello
- The workshop format is discussion-based, featuring tools and exercises designed to make the frameworks implementable immediately post workshop.
The Probative Conversation
Prospective clients will see you as a highly regarded expert practitioner or as a vendor. The moment you go from vendor, in the client’s mind, to practitioner is the moment when your cost of sale drops and both your likelihood of winning and profit potential increases. We refer to this moment as The Flip.
The Qualifying Conversation
The qualifying conversation is where you vet a lead to determine if an opportunity exists and what the appropriate next steps might be. The most costly new business development mistake is the overallocation of resources against early-stage buyers – those that are not yet ready to buy. Through a proper framework to navigate the qualifying conversation you can easily determine how close the client is to buying and what the appropriate next steps are.
The Value Conversation
The value conversation is where value pricing theory goes to die. But not for you. A well-handled value conversation is what separates those that charge for on inputs or outputs and those that charge for value. In the value conversation you use a different framework to identify the value you might create for the client and the share of that value that you might capture for yourself in the form of remuneration.
The Transition (Closing) Conversation
Proper transition conversations look seamless. They appear to just naturally happen with little effort. When the preceding conversations go well this is indeed how the transition conversation plays out. But things don’t always go according to plan so another framework is required for setting up the close and for dealing with the unforeseen.
Four different frameworks for four different conversations delivered at four different parts of the sales cycle. Again, the typical sale is rarely this linear and the conversations rarely this discreet, but the frameworks are invaluable tools to help steer you to the right objective at each point in the sale.
At the end of this one-day workshop you will understand the objective of each conversation and you will be equipped with the tool set to navigate each to the best possible outcome.
Blair Enns is on a mission to change the way creative services are bought and sold the world over. He is the founder of Win Without Pitching, a new business development system and training program for creative entrepreneurs, and the author of The Win Without Pitching Manifesto. Through his speaking, writing and training program Blair has helped thousands of firms reclaim the practitioner position in their relationships with clients and prospects, and build systematic, sustainable business development programs that win higher margin work at lower costs of sale.
Blair lives with his family in the remote mountain village of Kaslo, British Columbia, Canada. He can be found on the web at winwithoutpitching.com and on Twitter at @blairenns.
Who Should Attend
- Agency Founders
- Business Development Directors
- CMO’s & CIO’s
- Start up Founders
- Account Managers
Hoxton Hotel, Shoreditch
With 210 cleverly designed bedrooms, The Hoxton Grill restaurant run in partnership with Soho House & Co, a destination bar and The Apartment, The Hoxton Hotel has everything you might need all under one roof - we’re going to be eating our delicious lunch in their lovely garden room, and after the event why not hang around and sample one of their legendary cocktails.