BQE CORE PRESENTS

The Four Conversations:

A New Model for Selling Expertise

Tuesday, August 12th, 2025

2pm ET | 11am PT 

In this session Blair will explain why the sale of expertise, like the professional services provided by architects and engineers, isn't governed by the same rules as the sale of products or transactional services. He'll offer an overview of his model, which sees the sale as a series of conversations, eschewing the typical presentations, pitch decks and lengthy proposals. He'll make the case for dropping almost everything you think you know about selling and simply showing up in the sale as the expert you are, armed with little more than questions.

This is a can't miss webinar for architects, engineers, and all professional service businesses. 

 

 

By the end of this session, you will learn how to:

1

Differentiate the sale of professional services from product-based or transactional sales, and explain why traditional sales methods (such as proposals and pitch decks) are ineffective when selling expertise. 

2

Identify and describe the four distinct conversations that form Blair Enns' model for selling expertise, and understand how each supports a structured, expert-led sales process. 

3

Evaluate how shifting from a selling mindset to an advisory role empowers architects and engineers to build trust, uncover client needs, and gain greater control of the engagement process. 

4

Apply conversational techniques—such as asking strategic questions and managing the flow of client dialogue—to real-world business development scenarios in order to win work without relying on free proposals or speculative design. 

Win More Work—Without Pitching

A Free Webinar for A&E Firm Leaders Featuring Blair Enns, Author of The Four Conversations

Architects and engineers don’t sell like product companies—so why are you still relying on proposals, pitch decks, and presentations to win new work?

Join Blair Enns, globally respected sales advisor and founder of Win Without Pitching, for an exclusive webinar that challenges everything you thought you knew about selling professional services. Based on his new book, The Four Conversations, this session gives firm leaders a smarter, more strategic approach to business development—one that builds trust, positions you as the expert, and dramatically increases your win rate.

What You’ll Learn:

  • Why traditional sales tactics aren't effective when selling expertise

  • How to stop giving away strategy and start commanding authority

  • The four key conversations that lead to better clients and better fees

  • What to say (and what not to say) in your next business development meeting

Who Should Attend:

This session is tailor-made for:

  • Principals and Partners at A&E firms

  • Studio Directors and Managing Architects or Engineers

  • Business Development Leaders looking to improve close rates

  • Anyone tired of the proposal-and-pitch hamster wheel

About Blair Enns:

Blair is the author of The Win Without Pitching Manifesto, Pricing Creativity, and The Four Conversations. All three are must-read books for A/E firm leaders. Through his company, Win Without Pitching, he’s helped thousands of creative and consulting professionals reposition themselves as experts and sell with confidence—without giving their thinking away for free.

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Did you know that you can receive one LU for this course?

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Blair Enns 

Founder of Win Without Pitching

LEARN FROM AN EXPERT

Blair Enns is on a mission to change the way expertise is bought and sold the world over. He is the founder of Win Without Pitching, the training and coaching program that teaches advisors and practitioners to sell and price like the experts they are. Blair is the author of three books on selling and pricing, including The Win Without Pitching Manifesto, Pricing Creativity, and his latest, The Four Conversations: A New Mode for Selling Expertise (Gegen Press, 2024) 

 

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ABOUT BQE: A PROUD HOST OF THIS WEBINAR

BQE CORE is the award-winning firm management software, created by architects and engineers for architects and engineers, that project-based firms trust to run their operations for better project outcomes, and more profitable futures. Their fully integrated suite of intuitive tools with 24/7/365 support provides back-office automation to power front-office insights, making firm management more agile, informed, and data-driven. Learn more at www.bqe.com.   

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