I am super excited about this very special episode of Sell with Authority — because we’ve got something extra special for you.

We invited Susan Baier — the Founder and CEO of Audience Audit and our brilliant research partner here at Predictive ROI — back for a rock-solid encore interview.

When we go into the field to uncover the golden nuggets of insight that we turn around and share with you, it’s Susan and her incredible team — alongside our very own Hannah Roth, Predictive’s Director of Strategy and resident Mad Scientist — who are doing all of the digging and heavy lifting to make that happen.

Susan joins Hannah and I today to peel back the layers on a timely topic — the growing demand for agencies to provide specific metrics and results to their clients.

At Predictive, we firmly believe — just like Susan does — that everything is measurable. But — sometimes, you and your team need to think outside the box to uncover the story behind the data. And that’s exactly what we explore in today’s conversation.

Susan shares recommendations for some unique and creative ways agencies can measure the metrics that matter.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How the increasing client demand for visible data over the last decade has affected agencies
• The challenges in providing the metrics that matter and how to overcome them
• Why strategic partners can offer the guidance you need in measuring the most meaningful data points
• Why asking the right questions is the Golden Ticket
• How to leverage AI in making data analysis more efficient and cost-effective

Resources:

• Website: https://audienceaudit.com/
• LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/
• LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./
• Facebook: https://www.facebook.com/AudienceAudit/
• Twitter: https://twitter.com/susanbaier

This episode of Sell With Authority just might make you rethink everything you know about pricing.

For today’s show, we invited Casey Brown to join us. She’s the Founder of Boost Pricing and proudly calls herself a “Pricing Geek.”

Casey was also one of the phenomenal keynote speakers at this year’s Build a Better Agency Summit. Hannah Roth and I were sitting front and center for her talk, and when Casey finished, we looked at each other and said, “Wow. Casey is brilliant—we have to get her on the podcast.”

And Holy Bananas — she said yes!

Our conversation today helps demystify pricing once and for all. Casey’s here to arm you with new strategies and tactics so you can confidently price your agency’s services and increase your profits.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How fear can dictate your pricing decisions — and how you can avoid letting it
• The significance of the acronym W.A.I.T. (Why Am I Talking?) in pricing conversations
• Framing strategies when introducing charges to clients to ensure they grasp the value
• Identifying services/products as “gasoline” or “hot sauce” to find the hidden value-laden items in your offering
• The mindset shift needed for agency owners to command higher prices confidently

Resources:

• Website: https://boostpricing.com/
• LinkedIn Personal: https://www.linkedin.com/in/caseybrownboost/
• LinkedIn Business: https://www.linkedin.com/company/boostpricing/
• Twitter: https://twitter.com/pricingcasey
• Fearless Pricing: Ignite Your Team, Own Your Value, and Command What You Deserve

For over 30 years, I’ve worked in the trenches of agency new business strategy, working alongside and consulting with hundreds of agencies, business coaches, and consultants — teaching them how to plant their flag of authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

I founded Predictive ROI in 2009 and remain its CEO and co-owner, working alongside my business partner, Erik Jensen. I host the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. My agency new business and marketing insights have been featured in major media, and I’m the bestselling author of five books, including my latest entitled, “Sell With Authority.”

Here’s my hope for this solocast – to share an overall framework and principles for how you can architect your conversations with prospective clients so the discussions are super helpful to your prospects — and so the sessions feel like teaching. But — what you’re actually doing is demonstrating your methodology in action. And when you do that with excellence — there will be a moment in your discussion where your prospect says something like, “Wait a minute…I see what you’re doing here…and it’s awesome!”

It is absolutely possible to teach and sell simultaneously — and I’ll show you how in this episode.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How the “10 Truths of what makes someone an authority” play a vital role in this process
• Why beginning with the end in mind is a must if you’re going to architect the right conversation with a prospect
• Why teaching and selling simultaneously must begin with you “Eating your own dog food”
• How to demonstrate your methodology in action during the sales process
• How to “break the 4th wall” with your prospect in order to bring it all together

• 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

I’m thrilled about welcoming today’s guest expert to join us on this episode of Sell With Authority, Katy Doss. Katy is the Founder and CEO of Script Marketing and Here Molly Girl.

She owns and leads not one — but TWO agencies!

Let me set the stage for why we thought this conversation would be so valuable.

Katy took a bold, creative leap when steering her agency into a niche. Instead of gradually repositioning her agency over a couple of years — she and her team dove headfirst into the deep end by creating an entirely new agency focused on their target niche.

Katy shares her remarkable journey of transforming her generalist agency, Here Molly Girl, into the niche powerhouse that is Script Marketing.

Running two agencies at the same time creates some unique challenges. We talk with Katy about how she prioritizes the moving pieces — and keeps all of this running smoothly while balancing the demands of two agencies.

Katy and her team show up like true partners — moving away from tactical, “vendor-like” conversations — to leading with outcomes.

I’m saying “us” because Hannah Roth is also joining this episode. She’s our Director of Strategy and resident Mad Scientist here at Predictive. Hannah works directly with clients every single day, helping them drive results — and sell more of what they do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• The first step to getting intentional about biz dev
• Why asking strategic questions and actively listening is key to building meaningful right-fit client relationships
• The value of strategic partnerships over vendor relationships
• Why niching down is essential for long-term agency success and sustainability
• How Katy successfully narrowed her agency’s focus
• Emphasizing value-based pricing and selling outcomes — rather than deliverables

Resources:

• Website: https://scriptmarketingco.com/
• Facebook Personal: https://www.facebook.com/katyharperdoss.art/
• Facebook Business: https://www.facebook.com/scriptmarketingco/
• LinkedIn Personal: https://www.linkedin.com/in/katyharperdoss/
• LinkedIn Business: https://www.linkedin.com/company/script-marketing-co/
• Twitter Personal: https://x.com/katyharperdoss
• Twitter Business: https://x.com/ScriptMktgCo
• Instagram Business: https://www.instagram.com/scriptmarketingco/
• Pinterest: https://www.pinterest.com/scriptmarketingco/
• YouTube: https://www.youtube.com/@ScriptMarketingCo
• Spotify: https://open.spotify.com/show/62cdForlAnnBsOAUXccsKE
• Apple Podcast: https://podcasts.apple.com/us/podcast/the-affluent-buyer-script/id1758125214

I’m excited to welcome our guest expert to this episode of Sell With Authority, Sara Hanlon. Sara is the President and Co-Founder of Peer Sales Agency, a B2B marketing agency that’s all about driving sales.

If you’re meeting Sara for the first time, let me tell you — she’s not only super smart when it comes to B2B sales strategy, but she’s also created resources — like the B2B Sales Leader Guide — that can really help agencies level up.

With her deep expertise in sales-oriented B2B marketing, Sara shares helpful strategies on how to shift sales conversations towards a more research-oriented approach. It’s about truly understanding your clients’ pain points and goals — at every stage of the buyer’s journey.

Sara breaks down the essential approach of creating problem-focused content at the top of the funnel, introducing solutions in the middle, and building trust at the bottom with testimonials and case studies. She shares the “five deposits, one withdrawal” strategy for engaging right-fit clients and nurturing long-term relationships.

Some parts of today’s conversation might feel like a push — and that’s okay.

Other parts — you’ll likely find yourself nodding along, thinking, “Yep, we’ve got that one locked in.”

If you take Sara’s insights to heart and apply them, you’ll be positioned to sell more of what you do — for higher fees — and head into 2025 ready to raise the bar of excellence.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How to transition from win or lose sales outcomes to a research-oriented approach
• Uncovering client pain points using the Discovery framework
• Crafting content strategies tailored for the top, middle, and bottom of your sales funnel
• Utilizing the “five deposits, one withdrawal” method to foster meaningful right-fit client relationships
• How to avoid common mistakes in agency pitches
• Leveraging consistent, value-rich interactions to build trust over time
• Which email you should never send

Resources:

• Website: http://www.peersalesagency.com/
• Sales Leaders Guide: https://peersalesagency.com/a-sales-leaders-guide-to-creating-b2b-buyer-personas/
• LinkedIn Personal: https://www.linkedin.com/in/sarahanlon/
• LinkedIn Business: https://www.linkedin.com/company/peer-sales/

This episode of Sell With Authority is all about demystifying that big, elusive buzzword we hear tossed around so often in marketing and sales — SEO.

Depending on your agency’s focus, some of your clients and prospects might be total SEO aficionados, while others see it as a bit of a black box.

And if we’re being honest — even those of us in the industry know that SEO can feel a little daunting at times.

That’s why we invited Michael Ter Mors to join us. Michael is a partner at Conifr, an SEO consulting agency that’s carved out a niche working with B2B SaaS companies, helping them fill their sales pipelines with the right-fit prospects. Conifr has this knack for making SEO not just accessible — but actually useful for driving growth.

We’re tearing down the myths of traditional SEO — and Michael shares how to align your marketing efforts to fill your sales pipeline with right-fit prospects.

I’m saying “we” because I’m thrilled to have Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive, joining us as well. Hannah works hands-on with clients every day, helping them drive results and sell more of what they do.

Whether or not SEO is your agency’s bread and butter, you will walk away with fresh ideas on how to frame what you do — and help your clients sell more of what they do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• Why traditional SEO is dead
• How to shift from outdated SEO metrics like “rankings” and “traffic” to a value-driven approach
• Why it is crucial to understand your customer journey
• The importance of aligning on business-critical metrics and speak your right-fit client’s language
• The role proper analytics and transparency play in building trust
• The integration of paid and SEO marketing strategies and why collaboration across channels is key

Resources:

• Website: https://www.conifr.com/about
• LinkedIn Personal: https://www.linkedin.com/in/michaeltermors/
• LinkedIn Business: https://www.linkedin.com/company/conifr-media/

I’m excited for today’s episode of Sell With Authority because we have an incredible guest expert joining us — Jason Kramer.

If you haven’t met Jason, he’s the Founder and CEO of Cultivize, a consulting firm that helps businesses select, onboard, and implement a CRM — and then — put a lead nurturing and sales process in place so those tools deliver real ROI.

Jason breaks down critical areas that will help your agency improve sales performance — from eliminating pipeline leakage to creating a structured, repeatable sales process.

We cover the sales process end-to-end — focusing on how a properly implemented CRM can support every stage of the journey.

It’s all about ensuring that every opportunity is nurtured with precision from first contact to closed deal.

If you take and apply the insights and wisdom Jason shares with you during this episode — you and your team will sell more of what you do.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How effective CRM systems can diagnose “pipeline leakage” — and plug the leaks
• Strategies for tracking where new leads come from and the importance of meticulous follow-up
• How to nurture leads with excellence leveraging personalization
• Ways to use AI tools to enhance the personalization of your follow-up communications
• Tips on creating a structured, repeatable sales process to keep your sales pipeline flowing smoothly

Resources:

• Website: https://cultivize.com/
• Facebook Business: https://www.facebook.com/cultivize/
• LinkedIn Personal: https://www.linkedin.com/in/jasonleighkramer/
• Lead Nurturing Guide: www.afterthelead.com

I’m thrilled to have Dan Englander as our guest expert on this episode of Sell With Authority. Dan is the CEO and Founder of Sales Schema, a fractional new business team for marketing agencies. He’s also the host of The Digital Agency Growth Podcast and the author of “Relationship Sales at Scale.”

Dan’s book perfectly captures one of the biggest challenges agency owners and their teams face when it comes to business development — how to open doors efficiently, build meaningful relationships, and fill your sales pipeline without getting bogged down by a slow, one-by-one approach.

How do you balance personalization with scale?

This is exactly where Dan shines.

“Building trust can be challenging, but the good news is that going in cold is no longer necessary. Your outreach does not have to summit a mountain but rather walk over a small hill — since the goal is not to build the trust needed to close a deal — but just enough to de-risk a conversation and create a relationship.”

We dive into this core concept from his book — how balancing personalization and scale is not only possible, but essential.

A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30 days. You can find Conduit and all their helpful insights and smarts here.

• How outbound marketing can fine-tune your overall marketing efforts
• Dan’s approach to effective testing with smaller B2B sample sizes
• Why agency owners should offload tasks to build an effective outreach system
• The ideal team setup for outbound marketing
• How simple, personalized touches can unlock significant opportunities

Resources:

• Website: https://www.salesschema.com/
• LinkedIn Business: https://www.linkedin.com/company/sales-schema/
• LinkedIn Personal: https://www.linkedin.com/in/danenglander/
• Facebook Business: https://www.facebook.com/salesschema
• Salesschema.com/SWA