130: How you Sell your Creative Services with Blair Enns

What's Up, Creative Hustlers! Steven & Melissa here. Today, we're talking with Blair Enns who is on a mission to change the way creative services are bought and sold the world over . He offers sales training and coaching for creative professionals and shares this wisdom in his two books the Win Without Pitching Manifesto and his most recent work, Pricing Creativity . [00:00] This episode is brought to you by Latin & Code , your interim CMOs. [00:43] This interview is sponsored by The Agency Guy . If you're not sure what to do with your marketing budget, you need this support. [01:35] Why Blair is a Creative Hustler in 60 seconds or less. [03:13] Blair's wakeup call to change his mindset on pitches. [04:10] There's a gulf between how Creatives sell, and how everyone else does. [04:41] Why designers and creatives are illogical. [05:30] Creative people take it personally, and they don't build niche businesses. [06:10] A creative person's need for variety is at odds with their businesses need for stability. [07:35] You focus so you can build deep expertise. [08:11] If you have the expertise, you have power in buy/sell interaction. [08:26] Gain power then leverage power. [09:16] Challenge the client's assumptions, and get them to hire a firm like yours. [09:34] What about the one-person shops who feel like they have to say YES? [10:08] There are two levels of success: Level one is Validation and level two is Freedom. [11:09] Saying no to almost everything. [13:15] What is Pricing Creativity all about? [14:54] What happened in the gap between books? [17:00] Pricing is not just math. It's deep and broad. [17:30] Blair's book is aimed at those who won't read the boring pricing books. [19:35] What people are buying and why. [20:14] What Blair is looking forward to in 2019. [21:30] Leading by example in the Ad Agency space. [22:36] Ad Agency will say anything to get in the room and win the business. [23:46] Be kind but ruthlessly honest. [25:39] If you're going to say no, explain the reason why. [26:24] You can fake some things early on in your business until you have it. [28:20] If you don't set expectations, you get taken advantage of. [29:28] There are only two positions with the client, you can be a vendor or expert practitioner. [30:22] Vendors follow the client's lead, but experts ask "what do we do next?" [30:51] The sale is the sample, you take the lead and ask the client to follow. [31:30] It's better to not win the business as a vendor. [32:26] Blair would have any coffee with Elon Musk because no one is more of a hustler. [34:04] That's a wrap, Creative Hustlers. [34:15] Where Blair lives on the internet. [34:46] Don't forget to

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130: How you Sell your Creative Services with Blair Enns is an episode from The Creative Hustler Podcast by Steven Picanza.

This episode is 35:19 long.

This episode was published on Oct 4, 2018.

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