The Flip is our name for the moment in the conversation between you and a prospective client when you move, in their eyes, from the position of lowly vendor to the more lofty one of expert practitioner.
Win Without Pitching®: Thinking
Navigating the Sale
Enough time has passed now I can tell this story without naming names.
You never want to make assumptions in the sale. If you feel yourself assuming something, you need to lean into that and ask a question about what it is that you are assuming. Because when you make assumptions in the sale, it will likely lead you down a really long and expensive path.
The subjectivity of value works both ways. Value is highly personal and subjective but it is so to all parties on both sides of the buy-sell divide. Just as two different clients considering the same offering from the same firm will assign different value to that offering, so too will two different salespeople trying to sell that offering.
Your power in the sale is a function of having your desirability be greater than your own desire. Makes sense, right?
One of the things that creative firms need to let go of is the need to present. It’s one of the proclamations in The Win Without Pitching Manifesto. “We will replace presentations with conversations.”
Friends, have you ever struggled with how to write a proposal? Sure you have, but I’m here to help. After years of reviewing written proposals from hundreds of marketing firms and about a dozen years of writing my own 100+ page proposals, I give to you, The Can’t-Miss, Killer Proposal. Read this before your competitors
At the highest level of pricing centralization and, I believe, value-and-profit creation, here’s how account leaders and a value council should work together
Blair and David analyze and then look beyond the requests for reassurance potential clients make during the late stage of a sale to address their underlying motivations.
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