David interviews Blair about his new book, which lays out his proven framework B2B service providers can use to increase closing ratios and average proposal values.

Links

Order The Four Conversations: A New Model for Selling Expertise by Blair Enns

Blair and David reminisce about their podcasting journey since Blair first pitched the 2Bobs idea to David back in 2016, sharing what they've learned along the way, and what they might like to try with the podcast in the future.

David unpacks six principles that can help creative firms benefit from delivering strategic guidance through their account managers.

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"Account Managers and Strategy" by David C. Baker at punctuation.com

Blair sees four common behaviors when business owners are looking to get deals moving in times of economic decline, stagnation, or uncertainty that end up doing long term harm to their positioning and pricing.

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"Four Ways to Commodify Your Offering" by Blair Enns on WinWithoutPitching.com

"Phase Your Client Engagements" 2Bobs episode

Every few years we’re told that we need to move on from using email newsletters as a part of our marketing platform. And David says that advice has always been wrong.

David’s article on Punctuation.com (subscribe to his newsletter at the bottom of the page)

“Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It” by Rand Fishkin

David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals.

“Strengthening a Weak Horizontal Positioning” by David C. Baker on punctuation.com

Given these uncertain economic times we are in right now, Blair is asking if some creative firms might need to rethink the market they serve, looking at whether their positioning might be too broad, too narrow, or just wrong.

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"The Target Is Not the Market" by Blair Enns on winwithoutpitching.com

David shares his decision-making framework that will help agency principals make better decisions during chaotic times like these.

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“Leading in a Chaotic World” article by David C. Baker on Punctuation.com