Latest Webcast: Mastering Focus

1st Principles

First principles are the foundational truths from which all other principles or assumptions should flow. Over the last year or so I’ve been ruminating on the first principles of the Win Without Pitching way of selling. What are the core truths from which all of our principles flow? Inspired by Henry Hazlitt’s book Economics in One Lesson and Elon Musk’s first principle-models for self-driving, electric cars and Mars colonization, I’ve reduced the entire WWP approach to one principle from which all else flows. Join me as I map this out and give you a new, simple framework for becoming a Win Without Pitching Jedi.

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10 Negotiating Tips

You get what you negotiate and not what you deserve, goes the old adage. So let’s get you more in 2017 by improving your negotiating skills, beginning with this first WWP webcast of the year.

In this webcast you will learn ten of the most powerful and easy-to-implement tips for getting better prices and terms from new and existing clients, including:

• Should you strive for “win-win” or “win-lose”?
• How to find middle ground between extreme positions
• How to get without really giving
• Better, more creative ways to say no

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Ruthless Pruning

In this webcast Win Without Pitching founder Blair Enns will lead you through exercises to determine:
• What responsibilities you should shed
• What goals you should let go of
• What sources of distraction, disguised as productivity tools, need to go
• How to develop a routine of shedding the unnecessary and unimportant so you can make room for valuable new behaviors

Blair will share what he has learned (and from whom) about ruthless pruning in transitioning from consultant to coach to CEO. Join him and make room for new growth in 2017.

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Mental Barriers to Profit

If you find the profit shortfall question persists but your answer keeps changing then it might be time to consider that the problem is not external but internal. Are you in the way of, or even secretly sabotaging, your own financial success?

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Model Inspiration

A model is a novel, simplified view of the world (or situation) that allows for prediction and decision making.

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All The New Business Math You’ll Need

New business development positions are infamously populated with people like Win Without Pitching founder, Blair Enns, who claims to “don’t do math.” (Blair’s favorite joke: There are three types of people in the world: those who can count and those who can’t.) But some math is not only required but helpful.
Leave this session with new knowledge around benchmarks and equations that will provide guidance around some basic decision making for new business development.

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What to Say After “Hello”

Someone once said, “I hear you’re a new business expert. You know what to say after hello.” In this webcast we talk about exactly what you do say after hello, why you say it and what to do with the information you collect. This is a webcast about navigating that first conversation in the sale.

In this webcast you will learn:

  • The conversation’s destination, road map and guiding principles
  • The information you need to collect in the conversation and the decisions you need to make based on it
  • How you prepare for the conversation and conduct yourself throughout
  • How to start the conversation (after hello), how to end it and the next steps to navigate immediately after
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20 Pieces of Pricing Advice

In this webcast Win Without Pitching founder Blair Enns picks some highlights from his forthcoming book Pricing Creativity: A Guide to Profit Beyond the Billable Hour (Rockbench, 2016). Join Blair for a rapid-fire webcast on 20 things you can start doing differently today to improve your pricing skills and bottom line.

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10 Concessions to Pursue in the Sale

Pushing back on a flawed selection process is at the heart of the Win Without Pitching approach to new business development. We’re always cajoling you to ask for concessions in the buying process as a means of measuring and improving your chances of winning the business. In this webcast Win Without Pitching founder Blair Enns gives you the ten most important and impactful concessions that you can obtain to help close the deal.

In this webcast you will learn:

  • How and why your likelihood of winning multiplies when you can successfully get the client to change the way they go about engaging a firm
  • The top concessions that predict favourable odds of you winning
  • The top concessions to pursue to actively sway the client’s decision
  • Techniques for asking and getting these concessions granted to you
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    Five Rules for Selling Digital

    In this webcast Win Without Pitching founder Blair Enns explores how the digital marketing landscape is changing and how your sales practices need to change with it. He lays out the five contrarian rules that almost every digital agency breaks when it comes to pricing and selling their services, and the costs of these mistakes. You’ll leave this session with entirely new ways to think about how you price and sell your expertise.

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    Are You Really Properly Positioned?

    This webcast is for my long-standing readers and viewers who say they’ve got Win Without Pitching dialled in at their firms but who aren’t really reaping the rewards of big jumps in high-margin work and plummeting cost of sale.

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    What’s My Role?

    The goal of this webcast is to help free you up from the business development tasks and areas of responsibility that it no longer makes sense for you to do. We’ll help you decide on what that is.
    In this webcast you will learn:

    • The different business development roles in any firm (these have changed in the last few years thanks to changes in technology and buying behaviour)
    • Areas where you must be involved
    • How to determine what to let go of and delegate and what to just quit doing altogether
    • The key metrics you need to monitor the progress of others
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    Speed to Close

    In this webcast Blair Enns breaks down the psychological steps the client takes and the corresponding behavioral steps to get you to close.

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    Mastering Detachment

    In Mastering Detachment I’ll explain what it is we get attached to and I’ll offer a framework for detaching before you engage and then again once you’ve engaged.

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    Mastering Leadership

    In Mastering Leadership I explore such principles and their applications to the craft of selling. You should not only improve your performance but dramatically improve your own satisfaction and sense of contribution to the client’s business.

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    Mastering Purpose

    Your purpose is the higher calling or mission that drives you. To be an effective salesperson you need to tap into this purpose to allow greatness.

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    Mastering Focus

    Mastering Focus is the first webcast in a series of seven that we are calling The Seven Masteries. They are the seven attitudes and behaviours sales people must master to be able to deliver on sales process. Over seven months we’ll explore all seven.

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    Better Client Conversations

    In this webcast you will learn:

    • How to have the probative conversation without actually being there
    • How adept handling of the qualifying conversation can all but eliminate any cost of sale
    • The skills, demeanour and mindset to cultivate for steady improvement in the value conversation and the transformative results it promises

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    Presentation Skills (Un)Training

    In this webcast you will learn:

    • The content you should focus on in all manner of new business meetings
    • The advance preparation you should do, and not do
    • The “unpresenting” demeanour you should adopt in the meeting
    • How to deal with a client who wants an old-school pitch
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    Leveraging Uncertainty

    In this webcast you will learn:

    • Who to call and what to say when things in the marketplace change
    • What services to package up for sale
    • How to use the ticking clock as a lever to move a stuck client

    There’s no magic bullet in times of change and uncertainty but it helps to have a plan and at the end of this webcast you’ll have the outline of yours.

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    Selling Productized Services

    In this webcast you will learn:

    • The pros and cons of productizing your services
    • Which services to productize
    • The human resource implications (in sales, marketing & delivery) of productization
    • When and how to blend productized and customized services

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    You don't have access to Selling Productized Services.

    Buy Now | $150
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    Outsourcing Business Development

    In this webcast you will learn:

    • Which functions can be outsourced and which cannot
    • How to decide which functions are ripe for outsourcing in your firm
    • The trends affecting the decision-making criteria on outsourcing
    • When and how to outsource the entire, increasingly complex infrastructure required for business development
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    Goal Setting & Annual Planning

    In this webcast you will learn:

    • What business goals principals should be setting for the year
    • What business development goals employees should be setting for the year
    • How to translate your goals into a year-long action plan
    • How to keep yourself and your employees on plan throughout the year

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    Pricing Your Premium Offerings

    In this webcast you will learn:

    • How to determine what deliverables clients are willing to pay more for
    • Different ways to tier, package and unbundle your offerings for higher profit
    • How to close on premium offerings at a multiple of your base offering

    Watch this final webcast in our pricing series and start making more money almost immediately.

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    Value Pricing

    In this webcast you will learn:

    • The elements of and barriers to value pricing
    • The steps to transition your firm to value pricing
    • How value pricing, more than any other approach, is intrinsically linked to selling and negotiating.
    • How to use value pricing tactics to get better at other pricing strategies

    After this webcast you will be better at pricing your offerings whether you choose to value price or not.

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    The Psychology of Pricing Ideas & Advice

    In this webcast you will learn:

    • The three ways you deliver value to your clients
    • The three pricing strategies you have to choose from
    • What 30 years of behavioral economics has taught us about options, anchoring & risk
    • Why expensive sometimes looks cheap and cheap sometimes looks expensive
    • How to increase profit 50% through a simple pricing maneuver

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    Selling Against In-House Resources

    In this webcast you will learn:

    • When and how to make the argument for keeping it all
    • When and how to keep the high-margin work and offload the low-margin drudgery
    • Your profitable middle-ground options between the extremes of implementing or not implementing
    • How to keep the in-house people from messing up your work (and how to get paid well for it)

    Buy Now | $150

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    To Pitch or Not to Pitch?

    In this webcast you will learn:

    • The four priorities for winning new business
    • The #1 predictor of your likelihood to win the business
    • The decision tree to follow to objectively determine if it makes sense to pitch this time
    • How to pitch without giving it all away

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    Getting Unstuck

    In this webcast I will teach you the five universal methods (and countless applications of them) for overcoming sales behaviour blocks. By the end of the webcast I will have you committed to a simple plan and armed with countless tools to change your behaviour now and at any sticking point in the future. If you need a change of behaviour, a change of luck or just some new ideas on getting your new business tasks done, then Getting Unstuck is for you.

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    Remote Closing

    In this webcast you will learn:

    • The costs and benefits of travelling to win new business (and how to decide when it’s justified)
    • The sales advantages of not travelling
    • How to set up and facilitate the remote closing meeting
    • How to deal with the travel request
    • The intricacies and advantages of using case studies in a remote meeting

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    The Art of No

    In this webcast you will learn:

    • Your own obstacles that make it difficult for you to hear or say no
    • The zen art of stripping the emotions from the word and making the right decisions
    • Ten polite ways to say no to clients, prospects and others
    • Some of my other favourite Tricks of No
      • Can you think of any reason not to view this webcast? (No, you cannot.)

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    A Formula for Growing Existing Accounts

    In this webcast you will learn:

      Does your firm’s inability to retain or grow existing accounts place an over-reliance on new business development?
      After more than ten years of trying, and largely failing, to teach account people to get better at selling into their existing accounts, I’ve finally discovered a methodology that works (while in a hospital, no less). I’m giving it to you in this webcast.

    Uncovering (& Expanding) Budgets

    In this webcast you will learn:

    • The simple question to ask to begin all budget conversations
    • How to gain the power position in budget discussions and get prospects to rethink their budget restrictions
    • How to increase budget allocation through alternative pricing methods
    • Other ways to help prospects find more money

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    Ten Tricky Scenarios

    In this webcast you will learn:

      In this webcast of 100% practical takeaways I take ten common objections and sales scenarios and model for you how to deal with them. Listen to me deal with these ten greatest hits

      1. “I’m sending you an RFP.”
      2. “Get me a proposal.”
      3. “Can you bring in some ideas?”
      4. “We’ll pay you [small fee] for the pitch.”
      5. “Tell us why we should hire you.”
      6. “We already have an agency.”
      7. “The CEO couldn’t make it.”
      8. “We can’t afford that.”
      9. “I can get someone else to do this for half the price.”
      10. “We don’t need to pay you to do the strategy – we’ve already done it.”

      In each scenario I give you the response and then the thinking behind it.

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    Determining Intent

    In this webcast you will learn:

    • How to determine which opportunities are worth spending time on right now
    • How to avoid the most pervasive and most expensive agency business development mistake made by so many firms
    • The murky science and simple tools of measuring your prospect’s intent to take action
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    Adding Perspective

    In this webcast you will learn:

    • How to develop your firm’s perspective and round out your positioning
    • How to translate perspective into content
    • How to translate perspective into strategy models

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    After Content Marketing

    In this webcast:

      Newfangled COO Chris Butler talks about the wonders and problems of content marketing today then explains how it’s about to transform. After that Butler examines how more distant advances in technology are likely to change content marketing again.

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    You don't have access to After Content Marketing.
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    Staffing Business Development Roles

    In this webcast you will learn:

    • The new sales role & the skills required
    • The new marketing role & the skills required
    • The new role of the principal in business development
    • How your positioning and business development strategy affects your staffing needs
    • Benchmarks for sales & marketing employees
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    The Case for Specialization

    In this webcast:

    • Why specialization is vital to expertise building and delivering a sales advantage
    • Why creative people argue against and struggle with the concept of specialization
    • How to get past your fears and embrace the idea of a new, specialized value proposition
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    Decision Maker Dynamics

    In this webcast:

      Blair Enns discusses the information on decision makers and decision making process that you need to gather in the sales cycle, and then how to marshall all decision makers to a close.
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    Positioning Strategy

    In this webcast:

      The 1st step to winning without pitching is to change the power structure in the buy-sell relationship through positioning. Power is gained by reducing or eliminating competition. In most firms, this requires a narrowing of focus. In this webcast, Blair Enns explains the components of positioning strategy (focus and perspective) and walks you through the steps of arriving at each for your firm.
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    Positioning Language

    In this webcast you will learn:

      Positioning is strategy articulated then proven. Once the firm’s strategy has been selected, the next step is to articulate it succinctly, compellingly and consistently. This updated tutorial (March, 2013) offers two different approaches to arriving at positioning language.
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    The Newsletter: Content & Delivery

    In this webcast you will learn:

      Many firms produce and distribute a newsletter, and most get it wrong. It’s not about selling, or promoting; it’s about helping. The newsletter is the firm’s primary nurturing tool for managing early-stage prospects. In this tutorial Blair Enns covers the dos and don’ts of newsletter writing and distribution and shares some examples of better agency newsletters.
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    Getting Paid to Speak

    In this webcast:

      Jane Atkinson, author of The Wealthy Speaker and owner of Speaker Launcher (speakerlauncher.com) is our outside expert on this topic of ramping up your speaking career. Blair Enns’ interviews Jane asking the following:

      • What topics and audiences pay the most?
      • How do you go from speaking to drive your business to making six or even seven figures from speaking?
      • How do meeting planners and conference organizers decide who to invite and how much to pay?
      • What are the must-have tools to promote your speaking career?
      • How important is having a published book or successful blog to your speaking career?
      • What should be in your speaking agreement?

      Getting rich through speaking might not be everybody’s goal, but there is immense satisfaction in turning a typical marketing cost into a profit center.

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    Product Proving Your Expertise

    In this webcast you will learn:

      The first question to ask after the firm has been properly positioned is the Product question: What collection of skills, capabilities and processes do we need to add to support our claim of expertise? This tutorial explains the role of product and then offers a five-step exercise to help inventory the firm’s current product and identify future product. It also addresses how to institutionalize product development into the culture of your firm.
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    Selling to Government & Bureaucracies

    In this webcast you will learn:

      The Win Without Pitching principles still apply to government and bureaucracies, even though they’re often harder to implement and certain techniques are required for success.
      If there’s one person that knows more about derailing a government RFP than Blair Enns, it’s Cal Harrison, President of Beyond Referrals and author of the book, The Consultant With Pink Hair.
      In this webcast, join Cal Harrison and Blair Enns on how to sell to the most risk-averse, process-driven organizations on the planet.
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    Closing the Positioning Gap

    In this webcast you will learn:

    • The four main causes of a prolonged positioning gap
    • Three steps to shortening the gap
    • Five strategies to accelerate expertise building and drive inbound leads
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    Building Rapport (Properly)

    In this webcast you will learn:

    • What rapport is, what it isn’t and how to use it to your advantage in the sales cycle
    • The common mistakes to avoid when trying to build rapport
    • The fallacy of breaching the personal/professional wall
    • The connection between rapport building and emotional intelligence
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    Replacing the Gorilla Account

    In this webcast you will learn:

    • How to proactively deal with a change of client leadership
    • How to dilute the risk a gorilla represents to your firm
    • Whether or not to defend a gorilla account that’s been put into review
    • A systematic plan for replacing your gorilla
    • Alternative and unconventional means of risk dilution

    If ever there was a webcast designed to help creative firm principals sleep better at night, this is it. Read More

    Proposals and Contracts

    In this webcast you will learn:

    • How to free up dozens or even hundreds of proposal writing hours every year (and what to do with those hours)
    • The precise point when you should quit talking and start writing
    • The only two types of proposals
    • Appropriate compromises to Blair’s rigid ideology
    • Standard documents to use in place of customized proposals
    • Elements to include in your contracts

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    Uncovering Need

    In this webcast you will learn:

    • How to open the need conversation in an outbound telephone introduction
    • How to broach need in an email introduction
    • How to get past the stated need to go deep into the underlying business need in any conversation
    • Why a focus on passion and customer service impairs your ability to uncover need (and what to do about it)
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    List Building

    In this webcast you will learn:

    • Which providers have the most, the best and the cheapest data
    • How to build better lists by combining paid sources with free ones
    • The different levels of CRM integration & limitations
    • Other lead sources you probably haven’t thought of
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    Making Time for Business Development

    In this webcast you will learn:

    • How to determine the appropriate percentage of your time to spend on business development
    • How to create a schedule that forces you to make time for business development
    • When to consider outsourcing lead generation
    • When to hire business development personnel
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    Campaign Strategies

    In this webcast you will learn:

    • The role of campaigns in your business development mix
    • Three novel and effective business development campaign ideas
    • How to build, execute and track your campaigns within your CRM application
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    Improving Your Strategy Offering

    In this webcast you will learn:

    • The basic components of strategy and how most firms get it wrong
    • Four ways to expand your strategic offering
    • How to deal with the reality that clients want strategy but often don’t want to pay for it
    • The other hidden traps of selling strategy

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    Selling ROI

    In this webcast you will learn:

    • When you shouldn’t be drawn into ROI conversations (and how to avoid them)
    • When you should lean into ROI conversations (and how to do it)
    • The elements of ROI calculation
    • How you can develop and sell ROI-based marketing programs to your clients and prospects

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    A Week in the Life of a Business Development Professional

    In this webcast you will learn:

    • Proper annual and weekly goals for the business development professional
    • Appropriate allocation of time against key business development activities
    • My favorite business development productivity tools
    • The weekly reports you should be generating for your team
    • The four things you must do at the end of the week to ensure the next week begins as productively as possible
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    Seismic Shift in Marketing & Marketing Firms

    In this webcast you will learn:

    • How marketing has changed within your clients’ businesses and how it needs to change within your firm
    • One vital skill set that your firm needs to acquire that it almost certainly does not have today
    • How the area of opportunity is at the intersection of sales and marketing, and why the firm that wins the VP of sales is increasingly likely to win the deal

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    Advanced Lead Management

    In this webcast you will learn:

    • The differences between lead source, lead status and lead rating (and why each is important)
    • How to organize and process various types of leads
    • How to build a lead rating system (and resulting workflow process) specific to your firm
    • Basic and advanced tools for mastering lead management

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    Scoring Opportunities

    In this webcast:

      Blair Enns explains the concept of “opportunities” within the sales cycle and in the context of CRM applications.
      He offers a set of opportunity stages for you to use, explains each one and describes the appropriate next steps for each stage.
      Finally Blair Enns looks at how to track this information within your CRM application so that you can build meaningful pipeline reports and sales forecasts.

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    Raising Dead Opportunities

    In this webcast you will learn:

      We all have a graveyard of dead or dying opportunities that once looked so promising, but for reasons that aren’t often clear, just seem to die or go dark as the prospect disappears leaving us with little information. This webcast discusses why opportunities go dark, and offers a simple but powerful strategy for resurrecting them.

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    Generating Leads Through Webinars

    In this webcast you will learn:

      This webcast on using webinars to drive leads identifies two different strategies and addresses how to promote the event, and prepare and deliver content. It also addresses follow-up strategies and format and technology issues.

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    Advanced Strategies for LinkedIn

    In this webcast you will learn:

    • Why so many people don’t know what to do with LinkedIn
    • The 5 step basic process to get new customers via LinkedIn
    • 2 most important fundamental principles for being successful with LinkedIn
    • 3 extra strategies to find new customers using LinkedIn
    • How to use your personal LinkedIn Profile as a lead generation tool to attract more customers
    • How to use the LinkedIn Company page as a lead generation tool to attract more customers

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    You don't have access to: Advanced Strategies for LinkedIn.
    Buy Now | $150
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    Branded Studies

    In this webcast you will learn:

    • What types of firms are best suited to branded studies
    • How to choose your research subject
    • Methods of getting the research done
    • Five ways to leverage the study once it’s produced

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    Write the Book!

    In this webcast you will learn:

      In this special round-table format webcast Blair Enns interviews four agency principal-authors about their experiences in writing their books and the impacts the books have had on their businesses. My guests are Marc Friedland, author of Invitations By Marc Friedland; Sarah Druham, author of Brandraising; Robbin Phillips, author of Brains On Fire and David Weigelt, author of Dot Boom.

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    Negotiating with Procurement

    In this webcast:

      Former P&G design procurement chief John Gleason explains how to differentiate yourself in the eyes of procurement professionals and then offers tips and steps on negotiating with procurement once shortlisted. Having heard pitches from more than 400 firms from around the world, John’s perspective on this issue is invaluable.

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    The Case Study

    In this webcast you will learn:

      The final in a three-part series on the WWP proprietary tool called the process-framed case study, this tutorial puts all the pieces together to explain how properly constructed and presented case studies can be used to derail a pitch and get out of the proposal-writing business.

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    The Mood Board

    In this webcast you will learn:

      The second in a three-part series on process-framed case studies, this tutorial explains how mood boards can be used with clients to better navigate the transition from strategic recommendations to creative deliverables. This tutorial focuses largely on using mood boards with existing clients, but it sets the stage for the final tutorial in the series, The Case Study, where the mood board becomes a powerful sales tool.

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    The Diagnostic Sale

    In this webcast you will learn:

      The Diagnostic Sales is the first in a three-part series on process-framed case studies. This tutorial sets the stage by laying out the four phases of the client engagement and exploring the first two (Diagnose and Prescribe). It explores the role of the diagnostic, various diagnostic forms, and it explains how to use a diagnostic sale to close on a phased engagement in a manner that gets you paid for writing the proposal.

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    The Takeaway

    In this webcast you will learn:

      The Takeaway is a tutorial on the power of saying no in the buying cycle. By taking the deal off the table, or retreating where others would advance, we determine how much power we have with the prospect. This tutorial examines the need to say no, then explores the various places in the buying cycle to employ it, and finally, it addresses how to get to yes after our no.

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    The Closing Meeting

    In this webcast you will learn:

      If you’re not pitching free ideas, if you’re not diagnosing or prescribing for free and if you’re not writing proposals, what then are you doing in the closing meeting? This tutorial covers the tone, manner and content of the closing meeting.
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    Negotiating Price

    In this webcast you will learn:

      There are three parts to this tutorial. The first few minutes is devoted how to establish pricing for your firm. The second part covers various techniques for negotiating price, including two methods to help you discuss money early and often. The last section suggests five different closing techniques to help you get the price you want, late in the buying cycle.
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    Getting Others to Commit

    In this webcast you will learn:

      In this tutorial I explain the idea of commitment as a tool, and explore how to use it throughout most of the buying cycle to help improve everything from the qualification process, right down to the close and the amount of fees you can command. I also review some of the latest research on the science of commitment and explain how to use the results of these studies to improve your business development performance today.
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    The Telephone Introduction

    In this webcast you will learn:

      The term cold call implies the hunter’s objective of looking for something to kill. Hunters have a high failure rate and thus need above average sales drive to be able to keep going in the face of hearing no all day long. For the rest of us, we’re better off with an approach that’s more like that of a farmer than a hunter. In this video Blair Enns explains and explores the difference, and then lays out the format of the perfect telephone introduction.

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    The Objection

    In this webcast you will learn:

      A tutorial on improving language and performance in selling situations, this video spends a few minutes on the basics of overcoming objections, then it gets into the WWP approach of creating objections for the prospect to overcome, including five that any business development person should be armed with at all times.
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    The RFP

    In this webcast you will learn:

      RFPs are the bane of the creative firm, but they don’t have to be. Win Without Pitching firms routinely circumvent, derail, help write, ignore and otherwise beat the RFP. It all begins with raising a standard objection as soon as one hear those three letters, “We don’t typically respond to RFPs.” From there, the fun begins in this step-by-step video on responding to RFPs.
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