Spark Special Event – Blair Enns on Rethinking Selling

Win Without Pitching founder and business development advisor Blair Enns will tackle the 'S' word in this discussion on how clients move through the buying cycle and how you can help. Selling, when done properly, says Enns, has nothing to do with convincing or talking people into things. Rather it begins with understanding where the client is in the buying cycle and what he is looking for from you to help him move forward.

Enns will explain the psychological model of the buying cycle and discuss how your role needs to evolve as the client moves through the cycle. He will talk about the proper roles of the usual design firm tools, including the website, brochure, portfolio, case studies, proposals, references and testimonials. Along the way he will cover the common business development missteps that many design firms take en route to making the buying cycle longer, more frustrating and more expensive than it needs to be.

Blair Enns is the author of the Win Without Pitching Guidebook and the free Win Without Pitching Newsletter (both available at winwithoutpitching.com. His consulting practice is dedicated to changing the way creative services are bought and sold the world over, one firm at a time.