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Business Growth Conference 2017 - Blair Enns' presentation

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Blair Enns, CEO of Win Without Pitching's presentation on 'Do you have a win without pitching mindset?'

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Business Growth Conference 2017 - Blair Enns' presentation

  1. 1. Do You Have a 
 Win Without Pitching 
 Mindset? Blair Enns
  2. 2. winwithoutpitching.com [pich] To attempt to sell or win approval for one’s ideas by giving them away for free, usually within a competitive, buyer-driven selection process pitch (verb)
  3. 3. winwithoutpitching.com How frequently do your new business wins happen outside of a pitch? Baseline Survey
  4. 4. winwithoutpitching.com How frequently do your new business wins happen outside of a pitch? Baseline Survey a. Never b. Rarely c. Sometimes d. Often e. Always
  5. 5. winwithoutpitching.com
  6. 6. winwithoutpitching.com "Talk about an oxymoron! ...I’ve NEVER won without pitching. We, and every other agency under the sun, need to fill out an RFP, hope that we’re invited into the finals, make at least one, in-person presentation and then, almost always, wait for weeks or months to be told the decision.” -Steve Cody CEO, Peppercomm
  7. 7. winwithoutpitching.com
  8. 8. winwithoutpitching.com This approach truly does work–my firm is a living example. It has taken a number of years, but I have tripled the size of my firm… with a healthy profit margin. I have more confidence, because we no longer allow prospective clients to call the shots and waste our time on free pitching and RFP’s. -Andrew Hoyne CEO, Hoyne
  9. 9. 5 WWP Mindset Questions Part I
  10. 10. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1
  11. 11. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1 a. Money
  12. 12. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1 a. Money b. Respect
  13. 13. winwithoutpitching.com Your dream client holds a group briefing for all firms under consideration. They insist that any questions be posed in this forum so that no one firm has an information advantage. Question 2
  14. 14. winwithoutpitching.com What do you see as the proper, most effective approach? Question 2
  15. 15. winwithoutpitching.com What do you see as the proper, most effective approach? Question 2 a. Attend and endeavour to differentiate your firm by asking the smartest questions
  16. 16. winwithoutpitching.com What do you see as the proper, most effective approach? Question 2 a. Attend and endeavour to differentiate your firm by asking the smartest questions b. Decline to attend and seek another way to get your questions answered, even if this means you might be ejected
  17. 17. winwithoutpitching.com What do you see as the proper, most effective approach? Question 2 a. Attend and endeavour to differentiate your firm by asking the smartest questions b. Decline to attend and seek another way to get your questions answered, even if this means you might be ejected c. Decline to participate in the process, walking away entirely
  18. 18. winwithoutpitching.com You receive an RFP from your dream client. Getting to the short list requires a lengthy written response in a tight timeframe. The RFP begs some questions but the email explicitly says that phone calls will not be accepted prior to submissions. Question 3
  19. 19. winwithoutpitching.com What do you see as the proper, most effective approach? Question 3
  20. 20. winwithoutpitching.com What do you see as the proper, most effective approach? Question 3 a. Politely decline to participate in the process
  21. 21. winwithoutpitching.com What do you see as the proper, most effective approach? Question 3 a. Politely decline to participate in the process b. Ignore the statement and phone the client to get your questions answered
  22. 22. winwithoutpitching.com What do you see as the proper, most effective approach? Question 3 a. Politely decline to participate in the process b. Ignore the statement and phone the client to get your questions answered c. Submit the response as requested and then attempt to set up a call before the next round
  23. 23. winwithoutpitching.com What do you see as the proper, most effective approach? Question 3 a. Politely decline to participate in the process b. Ignore the statement and phone the client to get your questions answered c. Submit the response as requested and then attempt to set up a call before the next round d. Get your questions answered via email
  24. 24. winwithoutpitching.com A prospect sends you an RFP for an engagement designed to address their declining revenue. It aligns perfectly with your experience, giving you a good shot at winning. You have concerns however that the root of their revenue problem lies elsewhere. Question 4
  25. 25. winwithoutpitching.com What do you see as the proper, most effective approach? Question 4
  26. 26. winwithoutpitching.com What do you see as the proper, most effective approach? Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued
  27. 27. winwithoutpitching.com What do you see as the proper, most effective approach? Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued b. Submit your proposal, raising within it your concern that other areas may need to be explored
  28. 28. winwithoutpitching.com What do you see as the proper, most effective approach? Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued b. Submit your proposal, raising within it your concern that other areas may need to be explored c. Call the client and attempt to get to them to put the RFP aside and explore the issue with you
  29. 29. winwithoutpitching.com What do you see as the proper, most effective approach? Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued b. Submit your proposal, raising within it your concern that other areas may need to be explored c. Call the client and attempt to get to them to put the RFP aside and explore the issue with you d. Submit a proposal for a diagnostic to explore the issue
  30. 30. winwithoutpitching.com A client recommends your firm to her friend, who calls you to set up a meeting. In the call it becomes obvious this prospect is too small. Question 5
  31. 31. winwithoutpitching.com What do you see as the proper, most effective approach? Question 5
  32. 32. winwithoutpitching.com What do you see as the proper, most effective approach? Question 5 a. Take the meeting and the account for the sake of the client relationship
  33. 33. winwithoutpitching.com What do you see as the proper, most effective approach? Question 5 a. Take the meeting and the account for the sake of the client relationship b. Take the meeting and look for a polite way of deflecting the prospect to another firm
  34. 34. winwithoutpitching.com What do you see as the proper, most effective approach? Question 5 a. Take the meeting and the account for the sake of the client relationship b. Take the meeting and look for a polite way of deflecting the prospect to another firm c. Tell the prospect they’re too small for your firm but offer a short meeting of free advice
  35. 35. winwithoutpitching.com What do you see as the proper, most effective approach? Question 5 a. Take the meeting and the account for the sake of the client relationship b. Take the meeting and look for a polite way of deflecting the prospect to another firm c. Tell the prospect they’re too small for your firm but offer a short meeting of free advice d. Tell the prospect they’re too small for your firm and refer them to a more appropriate firm
  36. 36. How Did You Do? Part II
  37. 37. How Did You Do? Part II
  38. 38. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1
  39. 39. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1 a. Money b. Respect
  40. 40. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1 a. Money b. Respect
  41. 41. winwithoutpitching.com There are two piles on the table in front of you. You can only have one. Which one do you want? Question 1 a. Money b. Respect c. “If I take the respect, I might get the money, too.”
  42. 42. winwithoutpitching.com The New Business Game: 
 The Polite Battle for Control
  43. 43. winwithoutpitching.com All questions posed in group briefing Question 2
  44. 44. winwithoutpitching.com All questions posed in group briefing Question 2 a. Attend and endeavour to differentiate your firm by asking the smartest questions b. Decline to attend and seek another way to get your questions answered, even if this means you might be ejected c. Decline to participate in the process, walking away entirely
  45. 45. winwithoutpitching.com All questions posed in group briefing Question 2 a. Attend and endeavour to differentiate your firm by asking the smartest questions b. Decline to attend and seek another way to get your questions 
 answered, even if this means you might be ejected c. Decline to participate in the process, walking away entirely
  46. 46. To what extent did you affect the buying process?
  47. 47. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  48. 48. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  49. 49. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  50. 50. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  51. 51. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  52. 52. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  53. 53. To what extent did you affect the buying process? 0 17.5 35 52.5 70 Did Not Moderately Significantly Lost Won
  54. 54. winwithoutpitching.com No phone calls before RFP response Question 3
  55. 55. winwithoutpitching.com No phone calls before RFP response Question 3 a. Politely decline to participate in the process b. Ignore the statement and phone the client to get your questions answered c. Submit the response as requested and then attempt to set up a call before the next round d. Get your questions answered via email
  56. 56. winwithoutpitching.com No phone calls before RFP response Question 3 a. Politely decline to participate in the process b. Ignore the statement and phone the client to get your questions answered c. Submit the response as requested and then attempt to set up a call before the next round d. Get your questions answered via email
  57. 57. winwithoutpitching.com The Four Priorities
  58. 58. winwithoutpitching.com 1. Win Without Pitching The Four Priorities
  59. 59. winwithoutpitching.com 1. Win Without Pitching 2. Derail the pitch The Four Priorities
  60. 60. winwithoutpitching.com 1. Win Without Pitching 2. Derail the pitch 3. Gain the advantage The Four Priorities
  61. 61. winwithoutpitching.com 1. Win Without Pitching 2. Derail the pitch 3. Gain the advantage 4. Walk away The Four Priorities
  62. 62. winwithoutpitching.com RFP for the wrong solution Question 4
  63. 63. winwithoutpitching.com RFP for the wrong solution Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued b. Submit your proposal, raising within it your concern that other areas may need to be explored c. Call the client and attempt to get to them to put the RFP aside and explore the issue with you d. Submit a proposal for a diagnostic to explore the issue
  64. 64. winwithoutpitching.com RFP for the wrong solution Question 4 a. Give the client the benefit of the doubt and respond to the RFP as issued b. Submit your proposal, raising within it your concern that other areas may need to be explored c. Call the client and attempt to get to them to put the RFP aside and explore the issue with you d. Submit a proposal for a diagnostic to explore the issue
  65. 65. winwithoutpitching.com Referred client is too small Question 5
  66. 66. winwithoutpitching.com Referred client is too small Question 5 a. Take the meeting and the account for the sake of the client relationship b. Take the meeting and look for a polite way of deflecting the prospect to another firm c. Tell the prospect they’re too small for your firm but offer a short meeting of free advice d. Tell the prospect they’re too small for your firm and refer them to a more appropriate firm
  67. 67. winwithoutpitching.com Referred client is too small Question 5 a. Take the meeting and the account for the sake of the client relationship b. Take the meeting and look for a polite way of deflecting the prospect to another firm c. Tell the prospect they’re too small for your firm but offer a short meeting of free advice d. Tell the prospect they’re too small for your firm and refer them to a more appropriate firm
  68. 68. winwithoutpitching.com How Did You Score?
  69. 69. winwithoutpitching.com 5 Jedi answers = WWP Jedi mindset 3-4 Jedi answers = WWP padawan 1-2 Jedi answers = WWP curious 0 Jedi answers = pitch-based mindset How Did You Score?
  70. 70. winwithoutpitching.com
  71. 71. winwithoutpitching.com …talk to me about the cold RFP and pitch process you derailed, gained an unfair advantage and ultimately won because you changed the rules of the game. Now you have my attention. Does my agency pitch? Maybe. Do we ever play by the pitch rules and procurement process? Hell no. Frank Powers CEO, Elevate
  72. 72. winwithoutpitching.com
  73. 73. winwithoutpitching.com Podcast
  74. 74. winwithoutpitching.com August 21st Podcast
  75. 75. winwithoutpitching.com August 21st Podcast winwithoutpitching.com
  76. 76. winwithoutpitching.com August 21st Podcast winwithoutpitching.com @blairenns
  77. 77. winwithoutpitching.com August 21st Podcast winwithoutpitching.com @blairenns Thank You
  78. 78. winwithoutpitching.com The problem isn’t the problem. The problem is how you’re thinking about the problem. -Dan Sullivan
  79. 79. winwithoutpitching.com The problem isn’t the problem. The problem is how you’re thinking about the problem. -Dan Sullivan 
 All strategy is autobiographical -Unknown

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