How to Sell Like an Expert with Blair Enns
- James Keblas
- Jan 14
- 2 min read
Do you want to make more money? Then do yourself a favor and read the new book by Blair Enns called The Four Conversations. Afterwards, apply each step like you’re painting by numbers to the next sales inquiry that comes to your business. I’ll be very surprised if you don’t close the deal with a higher budget and hit the goals your client is trying to achieve.
If that sounds too good to be true, listen to Blair Enns himself on my newest podcast episode of Crossing the Axis, where we walk through each step of his method like mathematicians evaluating a formula.
Blair and I break down the critical discussions:
The Probative Conversation (positioning and marketing)
The Qualifying Conversation (maintaining the expert position)
The Value Conversation (pricing a client’s desired future state)
The Closing Conversation (helping the client select and commit).
We go deep into each of these four conversations—what they are, why they matter, and how mastering them can transform client relationships and profitability.
I know firsthand how effective Blair’s methodology is because I’m a practitioner of it. For me, it started with the Win Without Pitching Manifesto, but then I took Blair’s training, and that’s when everything truly clicked.
This new book is the entire training in one package. 🔑
The only thing it lacks is the rigor of sparring with staged clients to accelerate your growth. But you can replicate that simply by putting the book into action with the next client who calls.
Also in our conversation, Blair shares his thoughts on:
Getting your team to think beyond anything they’ve ever done before.
How AI can help video production get a bigger piece of advertising.
Breaking the law. 🚔
Selling creativity comes with unique challenges. Unlike a tangible product, the value of creative services often feels abstract. Clients aren’t buying a widget—they’re buying your ability to solve a problem they might not even fully understand.
Frameworks like the ones in The Four Conversations shine by giving structure to the chaos. They provide a way to navigate a bespoke, ever-changing process with consistency and confidence. Frameworks don’t limit creativity; they support it by standardizing how you approach problems, have conversations, set expectations, and ensure alignment between you and your client.
This episode is packed with practical wisdom and thought-provoking ideas you can put into practice today. Check it out.
