The four conversations: Blair Enns on leading, prices and selling expertise

Overview

In this episode of the Podcast of the Ducttape Marketing, John Jantsch Blair Enns, founder of Win Without Pitching and a leading authority on selling creative and advice expertise. Blair shares insights from his new book, The four conversationsThose decades of the wisdom of freedom of choice distil the a clear route map for switching pitching and pricing to full confidence that leads customer relationships. Listeners will discover how they can switch from the supplier to the trusted adviser, increase closing rates, increase price based on value and control the four crucial conversations that define any successful customer involvement.

About the guest

Blair Enns is the founder of Win Zonder Pitching and the author of various acclaimed books about sales, prices and positioning of agencies. In the past two decades, Blair has helped to leave thousands of agencies and consultancy firms around the world from free pitching and prize wars to leading customer assignments and to charge for their expertise. His newest book, The four conversationsOffers a practical framework for controlling the most crucial moments in every customer relationship.

Usable insights

• Most agencies close much fewer deals than they think – often only 25%. Doubling your narrow rate and increasing prices by 20% can significantly improve profitability.
• The framework “Four Conversations”: evidence (displaying expertise), qualifying (veterinarian suitable for both parties), value (Define value to be made and price accordingly), close (help the customer select and commit to a path ahead).
• The sale of expertise is not about convincing or manipulating – it is about guiding, interrogating and facilitating the best decision of the customer.
• Real Leadership in Sales means switching statements about yourself to questions about the customer, and of eagerness for work to discernment and selectivity.
• The prices must start with a value interview – Anchoring costs for results, not only to deliver results or time spent.
• Making your service supply product is compatible with the prices of each customer based on value, not a fixed menu.
• To go from the supplier to the trusted adviser, to accept the “mantra of the expert”: I am the expert, I am the price, I am on a mission to help, and I can only do that if you let me lead me. Everything will not follow – and that’s okay.

Great moments (with time stamps)

• 01:16 – The actual costs to have customers led
  Blair splits the impact of poor sales practices on narrow rates and price force.
• 04:45 – The four conversations – model
  An overview of the evidence, qualifying, value and closing conversations that each customer relationship form.
• 06:23 – Selling as a leading, not convincing
  Why selling expertise is about facilitating customers’ choices, not talking in a decision.
• 07:47 – From proving glare to asking questions
  The shift from statements to questions is the core of the sale of experts.
• 13: 37-on value-based prices in action
  Blair runs through the price spring conversation with the results, not only to be delivered.
• 20:47 – The Mantra of the Expert
  A mentality framework for making the jump from the supplier to the trusted adviser.

Quotes

“Selling is not people talking about things. It’s about guiding, interrogating and facilitating the best decision of the customer.”
– Blair Enns

“I am the expert, I am the prize. I am on a mission to help. I can only do that if you let me lead. Everything will not follow – and that’s okay.”
– Blair Enns

Sources