For this episode of Sell With Authority, we’re shaking things up a bit. Instead of our usual format — I’ve got something special in store for you.

We’re diving into an episode I recorded with Drew McLellan for his Build a Better Agency Podcast.

Why this twist, you might wonder? There are a few reasons I’m excited to share with you.

First off — Drew and I delved deep into the topic of niche, but from a perspective that might surprise you. We explored how Predictive pivoted its niche a few years back, the reasons behind it, and, candidly, how we got a bit too comfortable in our previous niche.

Secondly — I believe the insights we share about building community and adding value will resonate with you, especially if you attended Day 1 of our March Intensive, where community was at the forefront.

And third — buckle up for some powerful takeaways from Drew’s keynote at the Build a Better Agency Summit. He discusses steering our agencies out of safe harbors, embracing the storm, and why those risks we fear might not be risks at all. Drew’s wisdom adds a brilliant layer to the conversation.

If you take and apply what we talk about in this episode — you’re going to be in a much better position to roar through 2024 by selling more of what you do.

• Why breaking away from the playbook and charting a new course could be the right strategic move for your agency
• How to identify the client types you excel at serving, potentially uncovering your agency’s new niche in the process
• How to redefine your agency’s approach and positioning
• Why your agency niche can establish you as the authority on how to become “The Authority”
• The pivotal role of cultivating a community of eager learners, facilitating more streamlined sales processes

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority
• Build a Better Agency Summit 2024: https://agencymanagementinstitute.com/babasummit/

Welcome to the Sell with Authority Podcast – I’m Stephen Woessner, CEO of Predictive ROI. If we happen to be meeting for the first time — Predictive ROI helps agency owners and their teams sell more of what they do…typically for a higher fee. We do that by helping our clients build an authority position in the niche they’ve decided to serve — and then — monetize that position by creating a steady stream of right-fit prospects flowing into their sales pipeline.

If learning proven strategies, tactics, and best practices to help you sell more of what you do aligns with where you want to take your agency — you’re in the right place.

Today’s episode is going to be a solocast—just you and me. We’ll explore a topic at both a high level and an eye level so you and your team can take it and apply it. The goal is to answer the question, “How do you get it all done?”

Back when Drew McLellan, CEO of Agency Management Institute, and I decided to write our Sell with Authority book — we knew we needed to include some very practical and tactical recipes and guides on how to get all the work done. And I will tell you — when he and I teach our “Build and Nurture Your Sales Funnel” workshop — we spend a chunk of time on Day 2 helping attendees calendar and map out who in the shop is going to do all of the work so their plan doesn’t fall apart when they get back home.
For today’s solocast, I’m going to take you behind the curtain into Appendices A and B in the back of our Sell with Authority book and share more about how we get it all done here at Predictive so you can take the same recipes and apply them to your shop.

• How and why the WHO Framework and Transformational Triangle should serve as the foundation of your content strategy
• How to decide which form of cornerstone content is right for your gifts and talents
• How to leverage the cornerstone content to best grow your email list
• How do you decide on your cobblestones (they always come off the cornerstone, and the recipes in Appendix A will help) and the right cadence
• How to apply advanced strategies like knitting together your cobblestones to create a new and different cornerstone

If you’ve been listening to the podcast for a while now — you know we share insights and tactical examples for how you can make your agency an easy yes for your right-fit clients and prospects.

Two mentors who have been instrumental in our learning around this topic over the last decade are my very special guest experts on this episode of Sell With Authority, Robin and Steve Boehler.

Robin and Steve run Mercer Island Group and are absolutely brilliant in how they help agencies win more business from right-fit clients because of how they help correctly position an agency from the start — how to uncover and find the strategic insight a client or prospect truly cares about — and how to write and deliver a proposal that demonstrates an agency’s smarts clearly and concisely.

Robin and Steve have seen it all — the good and the bad. Today we lean into that wealth of experience to work through areas where agencies continually seem to struggle.

I also invited Hannah Roth, our Mad Scientist and Strategist here at Predictive — because of Hannah’s unique perspective from working in the trenches day in and day out alongside our clients, helping them fill their sales pipelines with a steady stream of right-fit clients so they can sell more of what they do.

If you take and apply the insights, advice, and recommendations Robin and Steve share during this episode — you and your agency will stand out from competitors — and — you’ll make yourself an easy yes.

• How to stand out from the status quo
• Smart questions to ask for connecting with right-fit prospects
• How to identify the business issue creating pain for your right-fit prospects and clients
• What content on an agency’s website helps them stand out and establish authority with a prospect or agency search consultant
• What agencies should include and exclude from case studies

Resources:

• Website: https://migroup.com/
• LinkedIn: https://www.linkedin.com/company/mercer-island-group/
• Facebook: https://www.facebook.com/MercerIslandGroup/
• Mercer Island Group Workshops: https://migroup.com/mig-workshops/
• BaBA Summit 2024: https://agencymanagementinstitute.com/babasummit/

Additional Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group