Know Your Value: Empowering Seller-Doers, Driving Profitability, and Having Tough Conversations

Episode 37:

The quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to revenue growth and staff retention.

What you’ll learn about in this episode:

  • How listening will help you grow your business and win more work
  • Using the Value Equation to drive revenue while building staff retention
  • When to raise or lower costs, and how to have the conversation.
  • How to train your “doers” to sell.


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