Sell With Authority

This episode of Sell With Authority is another part of our very special series on trust — and distrust — in the agency sales process. You've been hearing from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll soon be sharing with our community. As we've seen time and again from our work alongside agency owners and their teams — trust, or the lack of it, is one of the biggest obstacles to having a sales pipeline that flows with right-fit prospects. When trust is present — your pipeline flows. When trust is absent — there's friction and momentum stalls Our guest expert today is Chris Gauron, Founder of Voro, a Minneapolis-based digital media agency that has grown from a solo consultancy into a 26-person powerhouse generating more than $5 million in agency gross income.  Candidly, it's not just the numbers that matter. It's the reputation. In their clients' own words…Voro is "a digital agency you can trust." And that's exactly why Chris belongs in this special series on trust and distrust within the agency sales process. He knows what it takes to build rock solid awesome trust, earn clients' confidence — and scale a business that's future-proof in a sea of shifting digital sands. What you will learn in this episode:  How showing vulnerability up front accelerates trust more effectively than any flashy sales technique Why Chris's early career in car dealership sales became an unexpected blueprint for agency growth, client service, and long-term relationships How operational discipline and honest expectation-setting remove friction and strengthen every client engagement Why top-performing sellers succeed by listening first — that skill outperforms even the strongest pitch What to say immediately when you know you're not the right fit — and how that honesty actually increases your authority and influence Focusing on progress over perfection should anchor your agency's culture and guide every client conversation Why asking "why" can be your secret trust-building superpower Resources: Website: https://voromedia.com/ LinkedIn Personal: https://www.linkedin.com/in/chrisgauron/ LinkedIn Business: https://www.linkedin.com/company/voro-media/

This episode of Sell With Authority is another part of our very special series on trust — and distrust — in the agency sales process. You've been hearing from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll soon be sharing with our community. As we've seen time and again from our work alongside agency owners and their teams — trust, or the lack of it — is one of the biggest obstacles to having a sales pipeline that flows with right-fit prospects. When trust is present — awesome — the pipeline flows. When trust is absent — not awesome — friction sets in, uncertainty creeps up, and momentum stalls. Which makes today's conversation another rock solid awesome fit for this series. Our special guest expert is Maddy Osman, Founder of The Blogsmith, a content marketing agency trusted by top B2B technology brands. Maddy's perspective is such a valuable addition to this series because agencies know that the quality of content can either build or break credibility. A missed deadline, an inconsistent voice, or a sloppy process erodes trust instantly.  But content that's consistent, well-structured, and scalable doesn't just demonstrate credibility — it earns it. You'll hear how Maddy defines trust in agency-client relationships, how content and thought leadership can build trust at scale, how her team ensures quality and credibility through strong operations, and how to balance efficiency — maybe even AI — with human creativity to keep trust at the center of it all. Content can transform your agency's credibility into trust — THEN turn that trust into growth.  Maddy shares her proven processes, mistakes to avoid, and her hard-won lessons on turning trust into lasting growth. What you will learn in this episode:  Why trust — or lack of it — is the single biggest friction in your agency's sales pipeline Maddy's playbook for building trust from the very first client touchpoint The secret behind "the trust cookie" How to leverage operational discipline so your clients see you as the safest pair of hands they've used — ever Candid examples of when it's time to say "no" for the sake of integrity — and how that builds referral gold A balanced approach to leveraging AI, building human connections, and never losing your voice in the noise Resources: Website: https://www.theblogsmith.com/ LinkedIn Personal: https://www.linkedin.com/in/madelineosman/ LinkedIn Business: https://www.linkedin.com/company/theblogsmith/ X: https://x.com/maddyosman Writing for Humans and Robots: The New Rules of Content Style: https://www.amazon.com/dp/B09X4NJ9H8

This episode of Sell With Authority is part of our special series exploring one of the most vital dynamics inside every agency's sales process: trust and distrust. You've been hearing from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll be sharing with our community. As we've seen time and again from our work alongside agency owners and their teams — trust, or the lack of it, is often the biggest obstacle to having a sales pipeline that feels like a steady stream of right-fit prospects flowing into your agency. Which makes today's conversation a perfect fit for this series. Our special guest expert is Jerry Gennaria, President and CEO of TOKY. Jerry brings more than 30 years of experience helping professional service firms tell their story more effectively, build stronger businesses, and reach their full potential. He's also the host of The Intangible Brand podcast — where he explores what brand really means beyond the surface-level tactics. Here's why Jerry's perspective matters so much for this series… In a recent LinkedIn post, he made an incredibly sharp observation — when Southwest Airlines cut away the very things customers loved most about their experience, it wasn't just a rebrand. A brand isn't just graphics or identity — it's about who you are internally and how customers experience you externally. When you change that alignment — you break trust. That ties directly to what we saw in the 2025 Edelman Trust Barometer — when trust erodes, grievance and frustration take over — but when trust grows, optimism and loyalty follow. That's exactly the kind of work Jerry and his team at TOKY do every day — helping clients align their brand and their actions so that trust is reinforced at every single touchpoint. When your agency's brand and your actions are aligned — trust isn't an abstract idea. It's felt — in every interaction, every proposal, every conversation. When trust is felt at every touchpoint — selling more of what you do stops being about persuasion — and starts being about consistency. That's why we wanted Jerry's perspective to be part of this series. When I say we — I mean Hannah Roth, our Director of Strategy and Mad Scientist, is here with me for this conversation to bring her data-driven perspective into this discussion with Jerry — because when you combine brand alignment with real-world strategy — that's when trust becomes measurable and scalable. What you will learn in this episode:  How to make prospects feel seen — and why that matters for conversion Jerry's "brand is a promise delivered" philosophy for agencies The art and science of pushing back — and how it earns deep respect from right-fit clients Why authentic storytelling aligned with your brand delivers exponential results Ways to boldly show your expertise without being self-aggrandizing Why trust is not built in the big gestures Resources: Website: toky.com LinkedIn Personal: https://www.linkedin.com/in/gennaria/ The Intangible Brand: https://www.linkedin.com/company/the-intangible-brand/ TOKY: https://www.linkedin.com/company/toky-branding/ The Intangible Brand Podcast: www.theintangiblebrand.com

Today's episode is part of our special series exploring one of the most vital dynamics inside every agency's sales process: trust and distrust. Over the coming weeks, you'll hear from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll be sharing with our community. Here at Predictive ROI, we help agencies sell more of what they do. And time and again, from our work alongside agency owners and their teams, we've seen that trust — or the lack of it — is the biggest variable determining whether your pipeline flows like a steady stream of right-fit prospects… or grinds to a halt. When trust is present — momentum builds. When trust is absent — friction takes over. Which makes today's conversation a perfect fit for this series. Our special guest expert is Darren Magarro, Founder and President of DSM. Since launching DSM in 2007, Darren has led his agency through the ups, downs, twists, and turns that every agency owner knows too well. But what truly sets him apart is how he leads. Darren's people-first, community-centered approach is at the heart of how DSM builds trust. He works tirelessly to put others on a path to success — and that shows up in every corner of his business. When trust increases — optimism replaces grievance — and people shift from frustration to future-focused hope. Darren's leadership embodies that shift. What you will learn in this episode:  The rock solid data that proves why "people-first" and community-centered leadership is now the must-have ingredient for agencies that want to build real trust How Darren's approach to leadership at DSM turns transparency and empathy into a competitive business advantage Why budget qualification must happen early The three-step biz dev process that weeds out bad fits so you can focus on dream clients Why client stories, tough conversations, and owning mistakes can translate directly into agency resilience and reputation Candid advice for agency owners who want their team and clients to be truly optimistic about the future Why your LinkedIn content should be more helpful Resources: Website: https://thedsmgroup.com/ LinkedIn Personal: https://www.linkedin.com/in/darrenmagarro/ LinkedIn Business: https://www.linkedin.com/company/the-dsm-group/ Facebook: https://www.facebook.com/TheDSMGroup Instagram: https://www.instagram.com/thedsmgroup

Today's episode is part of our special series exploring one of the most critical — and sometimes challenging — dynamics inside the agency sales process: trust and distrust. Over the coming weeks, you'll hear from agency leaders who are leaning into this issue — sharing real stories, lessons learned, and how they're building trust at every stage of their business development journey. These conversations are more than just episodes. They're also shaping the research foundation for our next book, The Trust Architecture, and for a set of Field Guides we'll be sharing with our community soon. If you've been listening to the show for a while, you know that at Predictive ROI, we help agencies sell more of what they do. And what we've seen time and again — across hundreds of agencies — is that trust, or the lack of it, is often the single biggest factor determining whether your sales pipeline flows or stalls. When trust is present — conversations feel easy, opportunities open up, and right-fit prospects move forward. But when trust is missing — friction builds, uncertainty creeps in, and momentum disappears. That's exactly why today's conversation is such a great fit for this series. Our special guest expert is Lyndsey Maddox, CEO of Digital Third Coast, a digital marketing agency founded in 2007 with a mission to make a measurable difference. Lyndsey joined the agency back in 2009 and has played just about every role on her way to the CEO seat. Along the way, she discovered her passion for helping clients win new business by being found at the exact right moment. For Lyndsey, good marketing isn't about what you spend or where you place it — it's about what you get in return. She understands how visibility and credibility intersect — and how the right strategies can transform expertise into influence and trust into measurable growth. I'm also joined by my colleague and co-host, Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive. Hannah works in the trenches every day alongside our clients — helping them build trust at scale — and she leads all of our experiments inside the Predictive Lab. What you will learn in this episode:  What "trust as a two-way street" looks like in every agency relationship — from right-fit clients to your own team The power of showing up consistently, owning your wins and your losses in biz dev The power of showing up consistently, owning your wins — and your losses — in biz dev Why making "deposits" into your trust bank is key to filling your pipeline with right-fit prospects The steps Lyndsey's team takes in their sales process to set expectations and prove their authority How to turn expertise into visibility Why authenticity and human stories will matter even more as AI raises credibility challenges Resources: Website: www.digitalthirdcoast.net LinkedIn Personal: https://www.linkedin.com/in/lyndseykramer/ LinkedIn Business: https://www.linkedin.com/company/digital-third-coast-internet-marketing/

I am super excited about today's episode of Sell With Authority — it's a really special one. We're kicking off a brand-new series we're creating here on the show. Over the next several weeks, you're going to hear from agency leaders who will share their insights and experiences around one of the most pressing issues in biz dev today: trust and distrust — and how both shape the agency sales process. If you've been part of our community for a while, you know that everything we do at Predictive centers on helping agencies sell more of what they do for a higher fee. And what we've seen, time and again, is that trust — or the lack of it — makes or breaks your sales pipeline. When trust is present, your pipeline flows. When it's absent, friction builds, momentum stalls — and opportunities slip away. This special series will dig deep into that dynamic. The conversations you'll hear will form the foundation for my next book, The Trust Architecture — along with a set of new Field Guides we'll be sharing with our community. If you stick with us through this series, you'll get an inside look at the strategic insights, lessons, and stories that will shape that work. Today's conversation is the perfect place to begin. Our guest expert is Michelle Calcote King, Founder of Reputation Ink — a national PR and marketing agency that helps professional services firms turn expertise into influence. Michelle and her team work every day in industries where trust and credibility aren't optional. That's what makes her perspective the perfect starting point for this series. She has built a business around translating complex expertise into stories that build trust, spark credibility, and drive growth — and she's sharing her playbook with us. What you will learn in this episode:  Why trust — or the lack of it — impacts every stage of the agency sales process Why industry specialization accelerates credibility How to remove friction and earn access to client subject matter experts The secret power of an authoritative newsletter in your niche The reality behind a successful biz dev system — you've got to eat your own dog food How to build relationships and trust through intentional, helpful marketing Resources: Website: www.rep-ink.com LinkedIn Personal: https://www.linkedin.com/in/michellecking/ LinkedIn Business: https://www.linkedin.com/company/reputation-ink/

You've built trust — now it's time to protect it. In this solocast, Stephen Woessner, CEO of Predictive ROI, breaks down the second brick in The Trust Architecture™ — a conversation that we call "Align & Prescribe." If the "Help Me Understand" session (Episode 176) is about earning trust, then Align & Prescribe is about keeping it. Align & Prescribe is where we introduce a visual diagnostic called The Focus Finder — a framework that transforms subjective opinions into shared truth. By using a tool like The Focus Finder — instead of pitching, you create alignment with your prospective client. Instead of telling your prospects what's wrong, you help them see it — while you're walking alongside them. You'll hear: Why alignment — and not persuasion — is the key to momentum in every sales conversation. How The Focus Finder helps prospects surface friction and score their business with honesty. How Vanessa, our Partner Advocate, leads this session with patience, empathy, and structure — guiding prospects to clarity without pressure. Why the scoring colors — green, amber, red — unlock vulnerability faster than spreadsheets ever could. The four phases of Prescribe that bridge alignment into commitment — without ever pitching. How to transition naturally into the Meet & Greet session, so the process feels continuous — not salesy. When your prospects experience Align & Prescribe with you, they don't feel sold to — they feel seen, heard, and aligned. They leave thinking, "If this agency runs their diagnostic this clearly, imagine how well they'll run our work." Now's the time to double down, protect the trust you've earned, and sell more of what you do. Resources Mentioned: Episode 176 — Help Me Understand: The First Brick in The Trust Architecture™ The System — Predictive ROI's framework for building predictable pipelines Email Stephen for The Focus Finder diagnostic tool

I want you to think about this question for today's episode of Sell With Authority: what's the real cost of saying "yes"? Every time you add another service, take on an iffy-fit client, or chase a trend just because "every agency is doing it" — you're adding more weight onto your team. At first it doesn't feel heavy, but over time the load builds. And eventually, growth stalls — not because you're not working hard enough, but because you're carrying too much of the wrong stuff. That's why agencies get stuck in money-draining mistakes — like throwing darts at a board and calling it strategy, selling everything to everyone, or constantly chasing clients instead of magnetically attracting the right ones. Here's the thing — even some of the most successful agencies in the country have been there. Our guest expert today, Dr. Mark Young, Founder and CEO of Jekyll+Hyde Labs, built one of the nation's top challenger brand agencies. But eventually, he realized they were diluted — saying yes out of fear instead of strategy. So, Mark did something bold. He set what author Dr. Benjamin Hardy calls an "Impossible Goal" — $100 million in revenue in just three years. Not 15. Not 10. Three. And then he used that Impossible Goal like a scalpel. If it didn't align, he cut it. The results? Within weeks Jekyll+Hyde shed bad-fit clients, won bigger ones, and began scaling with conviction — not fear. Today, Mark is here to share how you can apply the same lessons inside your own agency. Hannah Roth, our Director of Strategy and Mad Scientist, is here too. Hannah's in the trenches every day with our Predictive clients, and she leads all of our experiments inside the Predictive Lab. It makes perfect sense to bring her into this candid conversation. This episode is packed full of takeaways you and your team can put into practice right away. What you will learn in this episode:  Why saying "yes" can quietly stall your growth How to to identify the invisible costs of overcommitting to clients, services, or trends How to use an "Impossible Goal" as a strategic lens to simplify decisions, eliminate distractions, and focus your entire team on what truly moves the needle Ways to recognize when your agency is diluted — and the proven steps Dr. Mark Young took to reclaim focus, authority, and profitability Why most agencies optimize what shouldn't exist — and how to confidently cut services or clients that don't align with your strategy Resources: Website: https://jandhlabs.com/ LinkedIn Personal: https://www.linkedin.com/in/markyoungwci/ LinkedIn Business: https://www.linkedin.com/company/jekyll-and-hyde-labs/ HYPNO-TISING: The Secrets and Science of Ads That Sell More…: https://www.amazon.com/HYPNO-TISING-Secrets-Science-That-Sell/dp/1544526091

For this episode of Sell With Authority I am thrilled to bring you Part 2 of my interview with Dr. Mark Young, Founder and CEO of Jekyll+Hyde Labs. During Part 1, Mark dropped a rock-solid challenge: "What are you teaching — and not doing yourself?" He reminded us that fear-based choices dilute our value. But when we decide from opportunity and cut what anyone else can do — that's where real progress starts. Mark reframes selling with a simple but powerful mindset: always be the buyer. Make prospects prove the fit. Make it a privilege to work with your agency. Saying no isn't weakness — it builds respect. And value? It's not a transaction. The more you give, the more reciprocity flows back. Those lessons set the perfect stage for Part 2 — where we dig into how to raise the floor inside your agency and commit to "impossible" goals that drive real scale. Mark shares examples, frameworks, and behind-the-scenes details you don't want to miss. We keep the momentum going so you can make yourself an easy yes for right-fit clients who value your expertise — and want what you do best. What you will learn in this episode:  Why setting an "impossible goal" — and compressing your timeline — forces clarity How to use time as a tool instead of an obstacle How Mark decided what to cut and ditched commodity services The powerful "Always Be the Buyer" mindset What it means to "raise the floor" inside your agency How Mark's team confidently says "no" to wrong-fit business, and still earns respect and long-term pipeline abundance Strategies for building an agency that other agencies want to work with Resources: Website: https://jandhlabs.com/ LinkedIn Personal: https://www.linkedin.com/in/markyoungwci/ LinkedIn Business: https://www.linkedin.com/company/jekyll-and-hyde-labs/ HYPNO-TISING: The Secrets and Science of Ads That Sell More…: https://www.amazon.com/HYPNO-TISING-Secrets-Science-That-Sell/dp/1544526091

Today's episode of Sell With Authority is a special encore with one of our rock solid awesome guests — Tom Martin, Founder and President of Converse Digital. For more than 30 years, Tom's been helping startups, agencies, and global brands revolutionize how they sell. He's the author of The Invisible Sale, creator of the Painless Prospecting program, and a keynote speaker you've likely seen at Build a Better Agency, Content Marketing World, Inbound, and more. Tom is on a mission to help agencies ditch pushy sales tactics and instead lean into persuasion, influence, and trust. His latest framework, Life's a Pitch, is a masterclass in why most pitches fail — and how to craft ones that win. I didn't want to have this conversation without Hannah Roth — Predictive's Director of Strategy and our in-house Mad Scientist. Hannah works alongside our clients every day refining positioning, sharpening pitches, and leading experiments inside our Predictive Lab. Tom is back joining Hannah and I to help you reframe your pitch process — and win more right-fit clients. What you will learn in this episode: Why 90% of your pitch is forgotten within 2 days — and how to break that pattern for good The real difference between trust and credibility and how to architect both in your pitch Why most agencies still "show up and throw up" and how to change that The neuroscience and cognitive load theory that reveal why your pitch probably isn't landing How to build a "yellow brick road" your prospects will want to follow straight to yes Practical ways to reduce risk for your client How to avoid flashy slides that distract — and lead with substance that sticks in their minds instead Resources: Website: https://conversedigital.com/ LinkedIn Personal: https://www.linkedin.com/in/tommartinjr/ LinkedIn Business: https://www.linkedin.com/company/conversedigital/ Twitter: https://twitter.com/TomMartin Facebook: https://www.facebook.com/ConverseDigital Agency Business Development Resources: https://conversedigital.com/agency-business-development-resources Painless Prospecting Newsletter: https://conversedigital.com/painless-sales-prospecting Building Connections That Matter: LinkedIn Sales Prospecting Strategies For Introverts How To Sell Your Agency's Services Even When You Hate Selling

Today's episode of Sell With Authority is a special follow-up to my recent conversation with Don Yaeger about his new book, The New Science of Momentum. In that episode, Don gave us a masterclass on how momentum acts as the "great exaggerator" — multiplying your wins when things are going well, or magnifying your challenges when they're not. We're continuing that conversation with Don's co-author Dr. Bernard Banks, or Bernie, as most people know him. Bernie is the Director of Rice University's Doerr Institute for New Leaders, where he's helping shape the next generation of leadership. He's earned multiple master's degrees from Northwestern, Columbia, and Harvard, along with a Ph.D. in social-organizational psychology from Columbia. His work has been featured in places like Harvard Business Review and The New York Times. Bernie's academic background is impressive. But here's the part that makes today's conversation uniquely powerful — Bernie has lived leadership in the trenches. He retired from the U.S. Army in 2016 as a Brigadier General after leading units ranging from 10 people to more than 3,000. He also served as Head of West Point's Department of Behavioral Sciences & Leadership. In those roles, leadership isn't theoretical. Sometimes it means choosing the least bad option. It means making a call quickly and ensuring your people have what they need to lead effectively — even in less-than-ideal situations. That's the perspective Bernie brings to today's conversation. Not war stories — but real-world, lived leadership experience you can take and apply inside your agency to build, protect, and reset momentum when it fades. Dig into Bernie's perspective on how leaders can create momentum — and keep it moving forward. What you will learn in this episode:  Why leadership must be intentional — not theoretical — when the stakes are high Behind-the-scenes research, stories, and lessons from The New Science of Momentum Why momentum is built through preparation long before the first spark A step-by-step framework: leadership, recruitment, culture, preparation, spark, communication, and climate What it looks like to unlock dormant potential in your team and clients How high integrity, trust, and intentional actions will set your agency apart How to protect — and reset — momentum when things get tough Resources: Website: https://profiles.rice.edu/staff/bernard-bernie-banks LinkedIn: https://www.linkedin.com/in/bernard-bernie-b-4458003/ The New Science of Momentum book

Welcome to Sell With Authority — I'm Hannah Roth, Director of Strategy here at Predictive ROI — and your resident mad scientist. If you've been around a while, you're probably used to hearing Stephen kick things off. But today's episode is a little different — you've got me in the driver's seat. And I've got my strategic co-pilot joining me — Erik Jensen, our Chief Strategy Officer. Erik and I are in the trenches every single day with agency owners, helping them spot and fix the nine money-draining mistakes — those sneaky patterns that quietly erode your profit, your confidence, and your growth. One of the biggest culprits we see over and over again is what we call the Expertise Discount. It's what happens when you downplay your value because the work feels "easy" to you. Erik and I are digging into how that mindset ties directly into multiple money-draining mistakes — and how it chips away at your distinction, creates confusion, and traps you in the underpricing cycle. We're giving you ways to reframe the value conversation — both in your own head and with your clients — so you can start charging what your expertise is truly worth. What you will learn in this episode: Why so many agency owners equate hours with value, and how this mindset leads to underpricing Why work that feels "easy" to you is often the most valuable to your right-fit clients — and why speed should command a premium The direct link between undervaluing your expertise and several of the 9 money-draining mistakes Practical ways to anchor your fees to outcomes — time saved, revenue unlocked, risk removed — instead of deliverables The subtle ways you may still be discounting yourself How to confidently raise rates, simplify your offer suite, and sell with clarity instead of apology Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Erik's LinkedIn: http://www.linkedin.com/in/erik-jensen-b9946068/ Hannah's LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/ Order your free paperback or Kindle copy of our Book: Sell with Authority

Why does business development feel so much heavier than it did even a year ago? Biz dev pipelines feel fragile. Opportunities stall unless the founder is in the room. New hires struggle to deliver results. And after a while, agency leaders start to wonder: "Is it just us?" It's not you. It's distrust. In this solocast, Stephen Woessner, CEO of Predictive ROI, breaks down the first brick in The Trust Architecture™ — a 60-minute session called Help Me Understand. It's a conversation designed to flip the script on new business by building trust at scale, long before you ever talk about solutions. You'll hear: Why distrust — not "pipeline" — is the real barrier holding agencies back. The five core questions that form the spine of Help Me Understand (and the follow-ups that unlock candor). The five lessons that elevate this from "just discovery" to a trust-building experience. A real story of how one agency leader (we'll call her Sally) shared more vulnerability in five minutes than most prospects do in five months. The exact playbook: how to prep, open, guide, and close the session — plus the one recap email that cements clarity. The outcomes you can expect when you run this session with excellence. When your prospects experience Help Me Understand, they don't just feel heard — they leave thinking, "If this agency runs their sales process this well, imagine how well they'll run my work." Now's the time to double down, architect trust, and sell more of what you do. Free Resources: Why Distrust is Rising and What Agencies Can Do About It, with Hannah Roth 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

So many agency owners struggle with building a steady, profitable biz dev engine that doesn't leak time, energy, money — and most importantly — opportunity.  What if the biggest culprit isn't the volume of your outreach, the size of your list, or even your pitch?  What if the leaks are about something far more fundamental — understanding? Working alongside agencies, we too often find their ideal client profiles aren't nearly as sharp as they think. Too often, ICPs are built on assumptions — not data. And when that happens, everything downstream starts to wobble. Targeting documents look good on paper but break down in execution. Messaging is crafted around what sounds clever — instead of what prospects are actually saying. And thought leadership is positioned around belief — not proof. If right-fit prospects don't hear their own words reflected back, in your voice, they won't lean in. They won't see you as the guide who "gets it." But — when you do capture their exact language, when you listen deeply and build strategy from their voice instead of your assumptions — the whole biz dev game changes. Suddenly, you're speaking their dialect, and they can't help but lean in. Agencies that guess at their ICPs — or only check in with clients once a year — are really building pipelines on hope. And as we know — hope is not a strategy.  Listening is. That's why I'm thrilled to welcome back today's guest expert for an encore conversation. Ana Laskey, President and Founder of Ground Control Research joins to give us a deep dive into how agencies can stop guessing, listen deeply, and use both AI tools and human touch to extract critical client language that sharpens targeting, elevates your content, and builds a biz dev process that's a real engine — not just a random act of marketing. If you're guessing at who your right-fit clients are, or if you're hoping content sticks when you toss it at the wall — this conversation is for you. Ana's approach will help you stop shouting in a crowded arena — and instead, speak with such precision that your right-fit prospects say… "Finally. That's exactly what I need!" What you will learn in this episode:  Why most agencies' ICPs are built on assumption — NOT data How to build an ICP so sharp that you attract right-fit clients on repeat How to use AI to spot the red threads in your client conversations — without losing the human touch Why it's vital to understand your buyer's company and the full "deal path" including secondary decision makers Ana's tips for open-ended, empathy-driven interviews How to turn client insights into marketing strategies that actually move the needle Resources: Website: www.groundcontrolresearch.com LinkedIn Personal: https://www.linkedin.com/in/anastassialaskey/ LinkedIn Business: https://www.linkedin.com/company/groundcontrolresearch/ Ana's Bio Page: https://ana.bio/ How to Sharpen Your ICP, with Ana Laskey

Today's episode of Sell With Authority tackles a question that comes up almost every time I sit down with an agency owner: Why does biz dev feel harder than it used to? If your sales pipeline feels heavier, slower, or tougher to move than it did even a year ago — you're not imagining things. Agency optimism has dropped from nearly three-quarters of leaders feeling confident about growth…to less than half. Two-thirds of agencies lost clients last year. And only 7% say they're effective at expanding with current clients. Biz dev feels like a grind. But here's the flip side: the agencies that are niching down, planting their flag of authority, and making data-fueled decisions — they're the ones finding traction and weathering the storm. And that's where we focus our time and attention today. My guest is Hannah Roth, our Director of Strategy here at Predictive ROI — and my soon-to-be business partner as she officially joins our ownership team this February. We call Hannah our "Mad Scientist" — because she spends days deep in tens of thousands of data points, analyzing sales pipelines, uncovering leaks, and spotting where the highest-probability opportunities are hiding. Hannah is a data scientist — which means her insights aren't theory. They're backed by research, data, and real-world client work. In this episode, she walks us through what she calls The State of Agency Biz Dev. We cover: -Why optimism has cratered and pipelines feel stalled – The unseen mistakes draining money from agency biz dev – Patterns that separate struggling generalists from thriving niche leaders – Shifting from chasing leads to attracting right-fit clients If you apply what Hannah shares, you'll see where the market really is — and where your next opportunities are waiting. What you will learn in this episode: Why agency optimism about growth has cratered — and what the data actually says about why Money-draining mistakes to root out now before they cost you next quarter's revenue How "trust" has become as valuable as your service — and 66% of you don't have a strategy for it — yikes! Habits that separate agencies thriving in a storm from those that get "stuck" How leveraging first-party data creates your very own lab Why "failed" experiments can build trust and authority How your sales process might be secretly sabotaging your biz dev efforts Resources: THE STRATEGIC ENGAGEMENT INDEX: https://theexpressory.com/engagementindex The 2025 State of Marketing Report: https://www.hubspot.com/state-of-marketing Agency Core: https://audienceaudit.com/agency-core/ Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Hannah's LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/

What if business development for your agency didn't feel like chasing? Or pitching? Or trying to convince someone to say yes? What if instead — you had a process of building trust so strong that your prospects convinced themselves? That's what this solocast is all about. In this episode, Stephen Woessner, CEO of Predictive ROI, unpacks our three-part "Trust Architecture" that our team uses to help prospective clients move from curiosity to YES — without pitching, pressuring, or posturing. What you will learn in this episode: Why most sales processes fall flat (hint: it's not the pitch — it's the posture) How to structure a "Help Me Understand" session that builds immediate trust What diagnostic tools, like "The Focus Finder," do to create clarity and urgency How to turn your Meet & Greet into a confidence catalyst — not just a formality What you can install today to build your own trust-driven biz dev process Free Resources: 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

Is your team producing solid content… nurturing leads… showing up consistently in all the right ways — but your sales pipeline still feels like a big pile of question marks? If selling feels harder than it should, the problem might not be your effort — it could be your leverage. You don't need another tool. Or another platform. Or another shiny object promising quick wins. What you need is a multiplier. Something that helps you multiply the reach of your smarts without burning out your team, attracts higher-quality leads without blowing your budget — and packages your expertise in a way that makes your right-fit prospects say YES! That's exactly what today's episode is all about. We pull back the curtain on how real agencies are using AI to sell more of what they do. Our guest, Lucas Petty, isn't just another AI guy. Yes, he knows the tech. But more importantly — he knows how to make it pay off inside an agency. Lucas is the Founder of AI Daddy — a firm helping agency owners streamline ops, eliminate bottlenecks, and grow more profitably using AI. Also joining today is our very own Director of Strategy, Hannah Roth. Hannah is in the trenches every day with our clients — helping them sell more of what they do and future-proof their pipelines. She also leads our AI strategy inside the Predictive Lab. If you've ever wondered how AI fits into your agency's biz dev engine — you're in the right spot. What you will learn in this episode:  Why tool overload keeps agencies stuck — and how to break the cycle A framework for identifying true agency bottlenecks A candid, step-by-step approach to getting your team to ACTUALLY adopt AI — without the fear and resistance How to map agency processes to spot where every single friction point — and missed opportunity — actually lives Steps to move from overwhelmed to PRODUCTIVE if you feel behind on AI Resources: Website: https://www.aidaddy.com/ LinkedIn Personal: https://www.linkedin.com/in/lucapetty/ LinkedIn Business: https://www.linkedin.com/company/aidaddy/ TikTok: https://www.tiktok.com/@aidaddy.com

Before I introduce you to our very special guest expert today, I want to ask you a question. I encourage you to give it some real, thoughtful consideration. What if the real reason your agency's sales pipeline feels stalled has nothing to do with lead flow, your niche, or your team? What if you're not actually missing content? You're not missing knocks on the door. You're not missing invitations to the right room at the right time — or any of the other usual suspects we tend to blame. What if you're really missing momentum? When momentum is on your side, effort feels effortless. Right-fit prospects seem to appear out of nowhere. Your proposals move forward. Your team operates like a single unit. You speak — and your audience leans in. But — when momentum is gone — everything feels heavy. Wins don't stack on each other. Confidence fades. Right-fit prospects ghost you after receiving a proposal. The pressure to fix it fast makes you want to chase prospects — which feels like a whole lot of not awesome. Here's the good news — momentum isn't magic. It's measurable. It's repeatable. That's exactly what we unpack in today's episode. There's no better person to guide us through this conversation than our guest today, Don Yaeger. Don is one of the world's leading authorities on greatness, leadership, and momentum. He's the author of 35 books, including 12 New York Times bestsellers. Most recently — alongside retired U.S. Army General Bernie Banks — Don has co-authored The New Science of Momentum — a book that answers one of the most pressing questions agency owners and their teams are facing right now: How do you create momentum when it's missing? That's where we focus our time and energy for this episode — how to find the spark. And — how to turn that spark into sustained, unstoppable momentum that can change everything for you and your team. What you will learn in this episode:  Why momentum — not leads, content, or invitations — could be the missing link in your agency's growth engine How to create the "spark" that shifts your team from stalled to unstoppable Why strong leadership must shape your agency's culture How to train your team to recognize and respond to opportunity Steps to reverse lost momentum when confidence dips — and how feedback loops set winning teams apart Resources: Website: https://donyaeger.com/ LinkedIn Personal: https://www.linkedin.com/in/donyaeger/ LinkedIn Business: https://www.linkedin.com/company/greatness-inc/ The New Science of Momentum

Before we dive into today's episode of Sell With Authority, I want to make sure you know about our July Intensive. Every March, July, and November we gather our Predictive ROI clients together for a 2-day event we call the Intensive. It's a private, client-only event — but we always hold a few guest seats open. Our July Intensive is happening Wednesday and Thursday, July 30th and 31st, from 8:30 a.m. to 12 noon Central — and it's 100% virtual over Zoom. The focus? Helping you fill your sales pipeline so you can sell more of what you do. Turning our attention to this episode — my guest expert and I mapped out what we wanted to cover. We thought about how to structure this episode as a strategic prelude to the Intensive. We're unpacking core pillars we'll be teaching — including what it means to build your right-fit prospect map and how to run sales calls that create real momentum. That guest expert is our very own Director of Strategy Hannah Roth. Hannah is a data scientist by trade, and she runs point on helping our clients sell more of what they do. Now's the time to double down on a strategy that isn't just about new leads — but about future-proofing your agency through relationships you've already built. What you will learn in this episode: The biggest missed sales opportunities most agencies overlook How a right-fit prospect map changes the game The cause-and-effect of focusing biz dev on new prospects vs. current or past clients Simple but powerful tactics to turn lost deals and past clients into new revenue streams Why "by name" — not guesswork — matters How to fix common money-draining mistakes that kill your sales pipeline The role of trust and distrust in today's market — and why nurturing your orbit matters more than ever How to confidently open doors with tactics that don't feel "salesy" How you can join the July Intensive as our FREE guest Resources: Website: www.predictiveroi.com Visit our newly expanded Resource Library Join us in our free How to Fill Your Sales Pipeline Facebook Group Hannah's LinkedIn: www.linkedin.com/in/hannah-roth-387a6b223/ Order your free paperback or Kindle copy of our Book: Sell with Authority

For this episode of Sell With Authority, we're doing something a little different — and I'm excited to share it with you. In a recent conversation I had with Jason Swenk on his podcast Smart Agency Masterclass we got laser-focused on some things that are critical if you want to sell more of what you do — at a premium price — to right-fit clients. We dig into why being ridiculously specific about who you serve is the not-so-secret weapon behind a scalable agency. Also, we unpack the power of developing a true methodology — something that doesn't just sound good on a pitch deck, but actually showcases your smarts, removes friction in the sales process, and positions your team in the blue ocean, not the red. We talk through how to sell without selling — how a softer approach to biz dev can actually lead to big wins, without the yucky "hard close" tactics. We get real about what's actually working for agencies right now. It's not AI shortcuts, or shouting into the void. It's clarity. It's generosity. It's building a system that reflects your smarts — and delivers client value on Day One. What you will learn in this episode:  Why you should be ridiculously specific How to finally niche with clarity How agencies can teach generously and still win more right-fit clients Why developing and documenting your own methodology is non-negotiable for scaling — or selling — your agency What "eating your own dog food" really means in today's credibility-driven market How to create content that whispers instead of shouts — and actually converts Free Resources: 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