Higgle: The B2B Sales Club

What if the biggest sales opportunities you're missing could be unlocked simply by changing how you follow up? We're talking with Evelyn Oluwole today, AKA "The Follow-Up Queen," digging into the experiences that shaped her journey to leading major global accounts. Evelyn, who is the Senior Sales Director at WeTransfer, challenges the assumptions many of us carry about what real selling actually requires. She opens up about why legitimately listening to potential clients still beats every piece of technology, how knowing just two pieces of information can transform a cold call, and why she believes sales remains the least-trained yet most business-critical profession. Evelyn then talks about her impressive expertise in follow-up conversations, along with why she thinks most deals fall apart not because of a bad pitch, but because the strategy afterward is weak or non-existent. She shares how timing, value, and multi-touch outreach can completely change the trajectory of a deal, and she breaks down a recent six-figure win that came from persistence, intention, and the right kind of visibility. We also discuss how AI can elevate, not replace, the work we do, and why using it well could become the next major competitive edge. Topics covered during this episode include: How listening is a foundational skill Evelyn learned from cold-calling small business owners. How using a person's name and business details earns the next 15 seconds of the call. How understanding research tools can sharpen your ability to personalize quickly. Why formal sales training disappears as sellers advance into senior roles. Why the lack of structured development weakens long-term sales effectiveness. How remote work reduces peer learning that once happened naturally in shared offices. The positives of experiencing embarrassment, and why it's something we're often missing out on. What makes follow-up become the defining indicator of genuine interest and commitment. How timing follow-ups depends on deal size, decision makers, and internal processes. Increasing response likelihood by adding value to every follow-up. How multi-channel touchpoints strengthen visibility and trust. A six-figure deal that Evelyn was recently able to secure through strong follow-ups. Why trust building requires relevance, credibility, and low self-interest. How AI eliminates tedious research and improves email structure and prioritization. How treating AI as a "bright intern" can optimize its usefulness. Listen now to discover the strategies that turn conversations into real opportunities!   Evelyn Oluwole on LinkedIn: https://www.linkedin.com/in/evelynoluwole/  Evelyn Oluwole on Instagram: https://www.instagram.com/thefollowupqueen/ 

What if the key to closing more sales lies in understanding body language and reading the room effectively? Kevin Kelly, an international keynote speaker and author, takes us through his Three A's framework (awareness, attention, and action) in this episode. We explore the secrets to forming genuine connections with clients, where likability and trustworthiness take center stage. Curious about how self-awareness can boost your sales game? Kevin and I unpack this fascinating topic, offering compelling stories that highlight how understanding yourself can reshape your interactions and lead to greater sales success. As we navigate the evolving B2B sales landscape, we offer powerful insights on engaging buyers early and building lasting client relationships. Ever wondered how storytelling can revolutionize your sales conversations? Kevin shares captivating experiences, illustrating how aligning your narrative with clients' needs can transform them into loyal advocates. We also tackle the art of reading body language and why resilience and patience are key tools for any salesperson. Topics covered during this episode include: How presence, likability, and trustworthiness are crucial in forming client connections. Why self-awareness is vital for managing impressions and relationships in sales settings. How attention can be captured through compelling narratives. Why action, resilience, and persistence are essential in pursuing sales goals. A study that reveals a gap between perceived and actual self-awareness. Why lack of self-awareness affects communication, with a focus on listening and interaction. How B2B sales often begin with referrals, stressing the importance of early engagement. Why building friendships and transforming them into client advocacy is critical. Why storytelling aligns sales conversations with client needs, focusing on ROI. How collaboration and discussion documents engage clients in co-creative processes. Why resilience, patience, and consistent follow-up are keys to closing sales deals. Transform your approach to sales by mastering the Three A's framework and enhancing communication!   Kevin Kelly on LinkedIn: https://www.linkedin.com/in/kevinkelly1/ 

Could the power of active listening and effective questioning be the missing link to winning more sales? We're getting deep into the art of crafting persuasive sales presentations with the insightful Tom Martin, Founder & President of Converse Digital, in this episode. Together, we unlock the secrets of using authenticity and vulnerability to transform ordinary pitches into extraordinary ones. Are you tired of feeling like your presentations fall flat? Discover how embracing imperfections and structuring your arguments clearly can resonate more with your audience. Plus, Tom reveals the science behind managing your audience's cognitive load, ensuring your message sticks long after the presentation ends. We also explore the critical role of active listening in sales calls. Ever wondered why some pitches just don't land? We tackle the pitfalls of confrontational language and the magic of asking insightful questions. Tom and I uncover how truly engaging with clients can lead to unexpected insights and lasting partnerships, with tips that will allow you to revolutionize your sales approach and win over clients with genuine connections. Topics covered during this episode include: How embracing vulnerability and authenticity can enhance your pitch. Why being comfortable with imperfections can help forge genuine connections. How structuring arguments clearly enhances understanding and message retention in pitches. Why managing your audience's cognitive load is crucial for memorable sales pitches. How building a "yellow brick road" in presentations guides the audience through the argument. How active listening in sales calls uncovers crucial insights and enhances understanding. Why asking insightful questions can differentiate your agency and win accounts. How engaging in discovery calls can uncover unexpected insights during client interactions. How avoiding the word "why" can prevent confrontational language and foster productive dialogue. Why asking "what" or "how" questions encourages clients to share more information. Tune in to discover the secrets of crafting persuasive sales presentations and learn how authenticity and active listening can transform your pitch!   Tom Martin on LinkedIn: https://www.linkedin.com/in/tommartinjr/ 

What are the often-overlooked red flags and chemistry factors that can make or break your agency's success in the RFP process? I'm thrilled to welcome Michelle Cleary, a seasoned marketing procurement professional with Anywhere Real Estate, to unravel the myths and unlock the potential of procurement in agency collaborations. Michelle shares her unique insights into how early engagement with procurement can transform it from a perceived bureaucratic hurdle into a strategic partner that adds immense value. We discuss the art of procurement, exploring how it can foster strong, successful relationships and elevate agency performance. As we continue on, Michelle sheds light on the complexities of the agency selection process and the nuances of running a successful RFP. She emphasizes the importance of embracing niche expertise and recognizing the value of team chemistry in building successful partnerships. Michelle offers practical advice on how agencies can stand out, adapt to client needs, and build trust through transparency and personal interactions. Topics covered during this episode include: How Michelle uses her expertise to challenge misconceptions about procurement in marketing. Why not over-relying on incumbent agencies can lead to better marketing outcomes. How niche expertise, especially in multicultural marketing, is a valuable asset in the US market. Why team chemistry is crucial in agency selection and successful partnerships. How Michelle provides actionable tips for agencies to stand out and build trust. Why listening and adapting to client feedback are essential during the RFP process. How understanding procurement's strategic value can unlock significant opportunities for agencies. Why procurement's relational approach can be either a challenge or a benefit for agencies. How transparency and personalization are key to successful engagement with procurement professionals. Don't miss this episode to gain actionable insights on navigating agency selection and RFP processes for standout marketing strategies!   Michelle Cleary on LinkedIn: https://www.linkedin.com/in/michelle-c-b3828b9/ 

Could AI leaders be the new key players in achieving financial revenue targets, or is this just another tech myth? In the second of two parts, we welcome back Waseem Ali, former Chief Data Officer at Lloyd's and now CEO at Rockborne. Waseem offers an expert's perspective on the role of AI and data leaders, arguing for their potential to directly influence financial revenue targets. We discuss the myth of AI as the cure-all to everything in business, and highlight the essential role of high-quality data and human judgment in driving successful outcomes. As we explore further, we uncover the dynamic shifts in knowledge management driven by generative AI and its implications for businesses today. Waseem shares his journey from traditional content moderation to mastering sophisticated AI systems, emphasizing the ongoing need for training and data privacy. We examine how industry giants like Amazon leverage AI to fortify their competitive moats and enhance customer experiences. Tying the discussion back to the consulting industry, we talk about AI's dual potential to both reshape and empower traditional roles. Topics covered during this episode include: How AI is influencing business strategies across various industries. Why AI leaders should have revenue goals due to AI's business growth potential. How quality data and continuous model training are crucial for effective AI solutions. Why human judgment is vital in defining AI outcomes and embracing failures to drive growth. How generative AI is impacting knowledge management and business processes. Why safeguarding sensitive client data is imperative in AI applications. How companies at the forefront of technology such as Amazon use AI to strengthen their competitive advantage. Why AI could either reshape or empower traditional roles in the consulting industry. How businesses must strategically harness AI for operational and customer relationship benefits. Why cultural challenges can make or break new technology implementations in businesses. Join us as we explore the balance between AI innovation and human judgment in driving business success in today's rapidly evolving market!   Waseem Ali on LinkedIn: https://www.linkedin.com/in/waseemali-data 

How can businesses ensure responsible innovation without getting lost in the AI hype, and what role does upping your skills play in this journey? Waseem Ali, former Chief Data Officer at Lloyd's and now CEO at Rockborne, is here to share his top insights on thriving in an AI-driven market. As we explore the ever-evolving landscape of job roles influenced by technological advancements, Waseem shares his thoughts on the critical importance of staying in-touch with AI and data literacy. Drawing from his extensive career in healthcare, consulting, and corporate leadership, Waseem emphasizes the need for a balanced blend of technical expertise and business acumen to navigate the future of work effectively. Throughout this first part of a two-part series, we uncover the challenges and opportunities businesses face as they juggle cost constraints while embracing generative AI technologies. Waseem shines light on the democratization of data skills across organizations, stressing that AI should serve as a tool for augmentation rather than replacement. We discuss the significance of upskilling contractors with AI literacy and equipping them with the right tools to enhance their roles. Waseem advocates for a workforce that adapts to technological advancements, ensuring AI expands job functions and opens new avenues for growth. Topics covered during this episode include: Why the recruitment landscape is changing with the rise of generative AI technologies. How businesses are balancing cost constraints with the need to adopt AI advancements. Why democratizing data skills across organizations is essential for growth. How AI can augment job functions rather than replace them. The reasons behind an increasing demand for training in AI and data literacy. How organizations can integrate AI responsibly to enhance their operations. Why bridging technical expertise with business acumen is crucial for successful AI implementation. How AI can assist in educational settings by automating tasks while maintaining human oversight. Why a workforce adaptable to technological advancements is necessary for future success. How organizations can navigate economic challenges while embracing AI technologies. Why human skills are important for translating AI concepts into actionable business strategies. Discover how AI is reshaping careers and learn strategies for staying ahead in this episode!   Waseem Ali on LinkedIn: https://www.linkedin.com/in/waseemali-data 

How can emotional intelligence and cultural sensitivity transform your B2B sales strategy in a world dominated by automation? Joining the podcast today is Oya Mustafa, the Chief Growth Officer at Not Normal Group. We get into a deep discussion about transformative power of emotional intelligence in B2B sales, discussing how human-centric approaches can outshine the surging trend of AI. Oya passionately shares her insights on building trust through genuine human connections and the crucial role of emotional intelligence and cultural sensitivity in business development. We explore the paradigm shift from transactional to transformational growth, highlighting the importance of long-term relationship building over short-term sales metrics. Oya and I scrutinize the limitations of AI in fostering genuine connections, emphasizing the need for patience, authenticity, and consistent brand narratives. Our conversation explains the importance of strategic engagement that transcends quarterly targets, advocating for sustainable success through enduring trust. Topics covered during this episode include: How emotional intelligence and cultural sensitivity are vital in differentiating businesses. How Oya emphasizes the role of trust in human-centric business development. How automation and AI have limitations in creating genuine human connections in sales. Why transformational growth should focus on trust and authenticity over immediate success. How aligning internal stakeholders is crucial to overcoming existing supplier relationships. Why intentional and authentic engagement strategies are necessary for sustainable success. How consistent and emotionally engaging brand narratives foster human connections. Why short-term sales strategies are inadequate for meaningful, lasting business development. How skepticism towards cold contacts necessitates genuine relationship-building efforts. Explore strategies for building lasting business relationships in the age of AI by listening to this enlightening episode!   Oya Mustafa on LinkedIn: https://www.linkedin.com/in/oya-mustafa-3144612b/ 

Are you ready to discover the magic of combining scientific insights with emotional connections in brand strategy? Ulli Appelbaum, Founder & Chief Strategy Officer at First The Trousers Then The Shoes, joins us in this episode to explore the nuanced world of brand strategy. As he shares his wealth of experience in creating brand clarity and emotional connections, we examine how the science of brand associations can elevate a business beyond just its logo, turning it into a series of memorable connections. From discussing the 95-5 rule to understanding how charisma and honesty foster genuine client relationships, Ulli offers incredibly valuable insights for anyone looking to master the craft of branding. Ulli later reveals the blend of science and creativity that fuels successful brand strategies. He introduces the fascinating concept of building brand predisposition for future buyers and emphasizes the importance of differentiation in a crowded marketplace. We also explore how creative strategies can be inspired by unique influences, and how charisma and honesty can lead to long-lasting partnerships, even if it means admitting when you're not the best fit for a project. Topics covered during this episode include: How brand clarity significantly enhances business growth, and how it can be compared to a Japanese tea ceremony. Why scientific knowledge and experiential learning are crucial in brand strategy development. How brands need to be more than just logos. Why evidence-based marketing is essential for differentiating brands in crowded marketplaces. How the 95-5 rule emphasizes building brand predisposition for future buyers. Why emotional connections and authenticity are key in building client relationships. How charisma and honesty foster long-lasting partnerships. Why consistency, clarity, and emotional engagement are pivotal in building strong brand associations. How personality and team chemistry can impact the success of business pitches and presentations. The reasoning behind the name First The Trousers Then The Shoes. Listen to this episode for expert insights on building strong brand associations and learn why emotional resonance is key to winning over clients in a competitive market!   Ulli Appelbaum on LinkedIn: https://www.linkedin.com/in/ulliappelbaum/ 

What secrets do expert negotiators use to transform conflicts into win-win situations? Andres Lares, Managing Partner of the Shapiro Negotiations Institute, joins us to share his wealth of negotiation experience in this episode. We explore the transformative power of empathy and emotional intelligence in achieving successful outcomes, as Andres emphasizes the importance of considering the other party's needs and transforming negotiations into collaborative efforts. By focusing on curiosity and the art of asking the right questions, we uncover strategies to build rapport and gather valuable insights, ultimately ensuring both parties walk away satisfied. We also talk about strategic collaboration, examining the dynamics between sales and procurement using models like the Kraljic matrix. We get into the importance of preparation and ethical conduct, discussing how understanding your BATNA can enhance leverage without sacrificing integrity. Through engaging examples, Andres also highlights the significance of trust and transparency. Topics covered during this episode include: How empathy and emotional intelligence will enhance your negotiation skills. Why considering the needs of both parties is required for collaborative agreements. How curiosity and strategic questioning build rapport and gather insights. Why strategic collaboration is vital in sales and procurement relationships. How the Kraljic matrix and Thomas-Kilmann model can be used to respond to conflict. Why preparation and curiosity are key to successful negotiations. How trading variables avoids fixed-sum scenarios and facilitates win-win outcomes. Why transparency and avoiding false deadlines are crucial for ethical negotiations. How leveraging BATNA influences negotiation power and confidence. Why building strong relationships is essential for resilience in market challenges. The PAID acronym that Andres used to guide preparation in negotiations. How negotiating ethically prevents eroding trust and maintains long-term relationships. Why understanding counterpart's alternatives is important for negotiation strategy. Enhance your negotiation leverage and ethical standards by exploring the valuable insights shared in this conversation with an absolute expert!   Andres Lares on LinkedIn: https://www.linkedin.com/in/andreslares/ 

Are you curious about the strategies that can turn a simple proposal into a winning formula for sustainable agency growth? We're welcoming Anna Stone today, Head of Growth at True and a veteran in business development, to unravel the evolution of agency growth strategies from the days of cold calling to the modern era of video calls and personalized outreach. Anna shares her insights on how meaningful client engagement can transcend hard selling, emphasizing the importance of building genuine relationships. We dig into the necessity of adapting to new communication methods, while still maintaining the core principle of understanding client motivations. Anna and I explore the art of crafting a compelling business growth strategy, outlining the critical steps of identifying your business's core purpose and setting measurable goals to ensure sustainable growth. Our conversation highlights the significance of knowing your ideal clients and creating a clear, jargon-free elevator pitch that showcases your unique strengths. Finally, we uncover the intricacies of proposal writing, stressing the need to balance credibility with a warm human touch. Topics covered during this episode include: How Anna started her career at a cold calling agency, and how that space has evolved. How the tools for cold outreach have evolved whilst the importance of relationship building remains. How understanding the "why" behind client decisions can tailor effective sales strategies. Why transparent communication is essential in overcoming artificial processes in pitching. How to define your business's core purpose and set measurable goals for sustained growth. Why recognizing your ideal clients helps in crafting a clear sales message. How to create engaging proposal documents that utilize credibility and personalization. Why establishing credibility early is crucial in proposal documents to secure agency growth. How to use relevant case studies to highlight agency distinctiveness in proposals. Why relationship building remains a core principle in modern business development. How asking the right questions uncovers client motivations and enhances competitive advantage. Why having a distinctive agency identity contributes to long-term client relationships. Explore how modern communication methods can enhance your client connections and drive agency growth!   Anna Stone on LinkedIn: https://www.linkedin.com/in/annastoneis/ 

What if listening is the ultimate skill missing from your sales toolkit? Brooke Pinkney, Managing Director at Broadley Speaking, joins us today to challenge the pitfalls of short-term thinking in sales strategies and emphasize the importance of patience and long-term planning. Brooke also examines the misconception that quick-fix solutions can resolve the complexities of significant B2B purchases involving multiple decision-makers. We discuss the need for businesses to accurately diagnose their sales challenges and engage in meaningful interactions over extended sales cycles, avoiding the trap of getting lost in endless planning. Shifting our focus to the realm of personalization, we explore how authenticity and genuine human connections are paramount in today's AI-driven sales landscape. Brooke advocates for prioritizing a select few prospects, allowing for deeper research and personalized outreach that resonates. We stress the critical importance of listening and turning sales interactions into conversations where prospects feel heard and valued. Topics covered during this episode include: Why success in B2B sales requires patience and a long-term, thoughtful approach. How short sprint campaigns often fail to address complex sales journeys. Why diagnosing fundamental sales problems is crucial for effective strategy development. How personalization and human connection are vital in today's AI-driven sales environment. How listening transforms sales interactions into meaningful conversations. Why building trust with senior buyers in remote settings is essential for lasting relationships. How LinkedIn Sales Navigator and ChatGPT can assist in researching and understanding prospects. Why authenticity and genuine interest are key to fostering trust and rapport. Why being proactive rather than reactive is vital in responding to sales opportunities. Discover how patience and personalization can revolutionize your B2B sales strategy!   Brooke Pinkney on LinkedIn: https://uk.linkedin.com/in/brooke-p-09879084

What simple daily practices can dramatically boost your sales success and negotiation outcomes? We're getting deep into the power of mindset and authenticity in this week's episode. Joining me is the insightful David Meade, an expert in high-performing teams, who sheds light on how small, daily changes can significantly impact sales outcomes. We discuss the importance of adopting a growth mindset to enhance openness and collaboration, which are essential for finding common ground in sales conversations. With reference to expert studies, we explore how building rapport before negotiations can boost trust and lead to more successful outcomes.  To transition from salesperson to trusted advisor, we check out how to build a personal brand and thought leadership in today's attention economy. We highlight the importance of balancing competence with authenticity, and emphasize how vulnerability, through the pratfall effect, can enhance credibility and trustworthiness. Later, David gives tips on public speaking, such as the "Batman effect" to boost confidence and ensure your audience retains key takeaways. Topics covered during this episode include: How adopting a growth mindset enhances openness, collaboration, and success in sales conversations. Why building rapport before negotiations can increase trust and successful outcomes. How small daily changes, like arriving early, can improve sales efforts significantly. Why balancing competence with authenticity in sales can enhance credibility and trustworthiness. How acknowledging minor imperfections through the pratfall effect can boost relatability. Why becoming a trusted advisor involves building a personal brand and thought leadership. How the "Batman effect" can boost confidence during public speaking engagements. Why interactive reflection helps audiences retain key takeaways from presentations. How thorough research and human connection differentiate salespeople in today's attention economy. How practical advice on mindset, rapport, and authenticity supports navigating a dynamic business environment. Elevate your sales and public speaking skills by exploring the dynamic techniques discussed in this engaging podcast episode!   David Meade on LinkedIn: https://www.linkedin.com/in/davidmeadelive/

Are you prepared to tackle the challenges of AI governance and leverage its potential for innovation in digital marketing? In this episode we sit down with Sumeet Vermani, Founder & Chief Marketing Officer of SKV Consulting, to unlock the secrets of implementing AI in business. We explore the vital need for aligning AI strategies with broader business objectives, going beyond the mere trendiness of technology. Sumeet shares how AI adoption is prompting cultural shifts in organizations, influenced by platforms like Google. Through Sumeet's first-hand experiences, we emphasize the importance of strategic planning to ensure AI initiatives contribute to long-term business success. As we navigate the challenges of AI governance and compliance, particularly in light of EU regulations, the discussion emphasizes the critical role of precision in regulatory navigation. Sumeet and I highlight the competitive advantage of proprietary data, cautioning against its misuse in AI training. Sumeet shares his thoughts on maximizing AI's potential in the digital space, urging businesses to innovate and experiment with next-gen SEO strategies like AEO and GEO. Topics covered during this episode include: Why AI adoption necessitates a cultural shift toward outsourcing thinking. How strategic planning ensures AI initiatives support long-term business success. Why navigating AI governance and compliance is challenging, especially with complex EU regulations. How organizations must align with compliance standards to mitigate jurisdictional risks. Why proprietary data should be protected as a competitive edge in AI training. How to avoid misuse of customer data in AI deployment to protect brand integrity. How businesses can maximize AI potential in digital marketing by embracing AEO and GEO. Why it's important to start small and solve specific business problems with AI solutions. How the rapid adoption of AI technology is driven by user-friendly interfaces. Why critical thinking remains vital despite the convenience of AI-driven solutions. How effective AI deployment requires understanding its broader impact on business operations. Why it's important to integrate AI tools with existing technology to improve efficiency. Discover how to leverage AI for long-term success while mastering compliance and innovation in the ever-evolving digital marketing space!   Sumeet Vermani on LinkedIn: https://www.linkedin.com/in/sumeetvermani/ 

How can a UK-based business successfully navigate the complexities of expanding into the competitive US market without losing its foothold at home? Today we're welcoming back Jennifer Quigley-Jones, the Founder and CEO of Digital Voices, as she talks about boldly expanding her UK-based business into the vibrant US market. She shares her strategic decision to reinvest $400,000 of retained profits, choosing long-term growth over personal dividends. We also learn about her innovative approaches to scaling operations and refining sales strategies within the ad agency industry. Jennifer's story is not just about financial commitment, but also about empowering her senior leadership team to drive innovation and focus on growth. Jennifer offers valuable cultural insights in contrasting the UK's business environment with that of the US. Her experiences highlight the importance of trust, creativity, and boldness in business expansion. She takes us through her mindset regarding the navigation of new markets and the dedication required to succeed in a competitive landscape. Topics covered during this episode include: Why reinvesting $400,000 of retained profits was crucial for Jennifer's US expansion. How Jenny's strategic leadership and empowering her team enabled business growth. Why networking and chance encounters, like at Soho House, are vital in new markets. How cultural differences between UK and US markets influence business strategies. Why long-term consultative relationships and unique marketing events build trust with clients. How Jenny's approach contrasts aggressive sales tactics with value-driven, relationship-focused strategies. Why attending and hosting events like South by Southwest fosters business connections. How leveraging personal experiences, such as a helicopter ride, exemplifies bold business moves. Why founders should prepare thoroughly before entering the US market for sustainable growth. How investing in a strong senior leadership team allows founders to focus on innovation. Why offering guaranteed results builds trust with US clients in competitive markets. How setting realistic hiring budgets is crucial for US business operations. Listen now to explore the cultural nuances of US business expansion and how creative marketing tactics can elevate your brand's success!   Digital Voices: https://www.digitalvoices.com/ Jennifer on LinkedIn: https://www.linkedin.com/in/jennifer-quigley-jones/ Jennifer on Instagram: https://www.instagram.com/jenqj/ Jennifer on TikTok: https://www.tiktok.com/@j.quigleyjones 

How can agencies build trust and articulate value to excel in complex third-sector negotiations? Jenny Kitchen, the CEO of Yoyo Design, is with us today to explore the transformative journey of a digital agency evolving into a leader in the third sector. She explains how Yoyo Design strategically partnered with technology like Umbraco and collaborated with organizations such as the RNLI to fuel their growth and establish a strong foothold in the sector. Jenny shares personal stories from her time in rural France, which have shaped her leadership approach, emphasizing creativity, strategic partnerships, and intentional growth. Her insights reveal how agencies can carve out their niche in competitive markets by embracing early engagement, collaboration, and digital sophistication. Jenny opens up about the importance of building trust and articulating value, especially in complex negotiations within the third sector. She discusses the lessons Yoyo Design has learned from their journey to B Corp certification, including tracking conversion rates and refining their qualification strategies. We also touch on the nuances of negotiating contracts in the private versus public sectors and the role of digital sophistication in aligning business strategies. Topics covered during this episode include: How Yoyo Design transitioned from sector-agnostic to a leader in the third sector. Why strategic partnerships with Umbraco fueled Yoyo Design's growth. How collaboration with the RNLI marked a pivotal shift for Yoyo Design. Why trust and articulating value are crucial in third-sector negotiations. How becoming a certified B Corp influenced Yoyo Design's market opportunities. Why tracking conversion rates and qualifying leads maximizes win rates and reduces effort. How aligning digital projects with business strategies requires clear communication of value. Why building trust leads to better negotiation outcomes and client relationships. How intentional niching and strategic alliances drive growth and competitive advantage. Why digital agencies should focus on niche markets to improve conversion rates and storytelling. How early stakeholder involvement in the third sector streamlines project delivery and decision-making. Join us to explore the journey of evolving a digital agency into a third sector leader and gain actionable insights for your growth strategy!   Jenny Kitchen on LinkedIn: https://www.linkedin.com/in/jenny-kitchen/

What strategies can agencies implement to harness the power of referrals and retention for sustainable growth? Tom Poynter is a seasoned industry expert who has honed his skills at prestigious companies and is currently Managing Director at Keel. In this discussion, we get into the importance of niche specialization in the competitive landscape of UK agencies, where 25,000 entities vie for attention. Tom argues that being a jack-of-all-trades isn't enough anymore. We explore how agencies can thrive by focusing on specific sectors and developing a deep understanding of client needs. We also tackle the specifics of sustainable agency growth, highlighting the power of referrals and client retention. Tom shares personal experiences and strategies that emphasize viewing each client as a potential ambassador. By nurturing relationships and delivering excellent work, agencies can build a network of advocacy, reducing the constant pursuit of new business. Later, we discuss the shift towards multimedia storytelling and impactful positioning, essential for engaging today's B2B buyers. Topics covered during this episode include: How specialization is crucial for B2B agencies to differentiate in a competitive market. Why B2B buyers prioritize expertise over general offerings in agency services. How niche focus helps agencies thrive by understanding specific client sectors deeply. Why referrals and client retention are vital for sustainable agency growth. How delivering excellent work can transform clients into ambassadors for the agency. Why multimedia storytelling is essential for engaging modern B2B buyers. How impactful positioning and content strategies maintain agency distinctiveness. Why thought leadership and trade events are key for continued business growth. How agency evolution and strategic adjustments drive high-impact creative work. Why clear brand and communication alignment enhance client relationships and sales efforts. Tune in to discover how niche specialization can revolutionize your B2B agency's growth strategy in a competitive market!   Tom Poynter on LinkedIn: https://www.linkedin.com/in/tom-poynter-571b7a/

Are you ready to discover how aligning purpose-driven initiatives with business goals can elevate your marketing campaigns? Becky Hipkiss, the New Business Director at We Are Futures, joins us today as she shares her journey from client services to becoming a standout figure in business development. She opens up about her unique experiences, including her side hustle as a micro-influencer, where she enjoys perks like gifted holidays without focusing on monetization. We dive into her knack for strategic deal-making and her award-winning achievements, like being named the BD100 Rising Star, which have sparked reflections on her career path. We hear about intriguing concepts like "pester power," exploring how the influence of young people can shape marketing strategies beyond just consumer products. Becky provides insightful commentary on the evolving landscape of business strategies, emphasizing the significance of corporate social responsibility and diversity and inclusion. As traditional procurement processes fade, she highlights the importance of co-creation and personalized outreach in forming strategic partnerships. Topics covered during this episode include: Why children's influence, or "pester power," can be significant in shaping marketing strategies. How aligning marketing strategies with business goals ensures campaigns are purposeful and profitable. Why corporate social responsibility is vital in evolving business strategies. How agencies can benefit from co-creation and risk-sharing with clients for mutual growth. Why personalized outreach is crucial for successful business development in agencies. How young people's perspectives are essential in crafting impactful marketing strategies. Why long-term, purpose-driven initiatives are necessary for achieving measurable business outcomes. How Becky balances her professional role with her passion as a micro-influencer. Why purpose-led agencies often undervalue their potential for driving brand advocacy and profit. Why traditional procurement processes are becoming less effective compared to strategic partnerships. Join us as we dive into the world of corporate social responsibility and learn how to co-create and risk-share with clients for meaningful outcomes!   Becky Hipkiss on LinkedIn: https://uk.linkedin.com/in/beckyhipkiss

How can embracing friction in sales negotiations unlock more creative and effective deal-making strategies? Saad a Saad is a negotiation consultant with Corporate Visions and the author of In the Lead: Mastering Your Sales Negotiation. We explore the art of negotiation beyond mere price discussions in this episode, focusing on the nuances that differentiate sales contexts from others. Saad shares invaluable insights on how to present justifiable pricing, build strong client relationships from the get-go, and employ strategic frameworks like the Kraljic matrix for B2B success. Whether you're a seasoned negotiator or just beginning your journey, this episode offers a wealth of knowledge to enhance your negotiation prowess. We examine the balance of trust and friction in negotiations, revealing how a bit of strategic tension can spur creativity and innovation. We also discuss the importance of positioning oneself as a valuable supplier and how to articulate value effectively to avoid being perceived as a commodity. Through Saad's six principles for successful negotiations, we uncover the significance of setting ambitious goals and maintaining logical propositions. Topics covered during this episode include: How Saad distinguishes sales negotiation from other contexts, emphasizing justifiable pricing strategies. Why strategic frameworks like the Kraljic matrix are needed for B2B success. How early client interactions set expectations and build strong relationships. Why balancing trust and strategic friction enhances negotiation outcomes. How friction fosters creativity and challenges assumptions in sales discussions. How being perceived as a unique supplier impacts negotiation dynamics. Why discounting without value exchange affects perceptions of worth. How to maintain logical propositions and ambitious goals in complex negotiations. Why friction is critical for finding the right agreement, not just any agreement. How to strategically prepare for negotiations with well-defined objectives. Why being compelling and trustworthy is crucial in B2B sales negotiations. Power up your negotiation skills and unlock B2B success with strategic insights and frameworks discussed in this must-listen episode!   Saad a Saad on LinkedIn: https://www.linkedin.com/in/saadasaad/

What are the surprising findings about client awareness of agency services, and how can agencies bridge this gap? In this episode, I sit down with Remeny Armitage once again, Founder of Brilliant and Human, to discuss the intricacies of client-agency relationships. Remeny's extensive research reveals a surprising gap: 40% of agencies acknowledge that their clients might not fully understand the breadth of services they offer. We get into the significance of genuine engagement and human connection in business, exploring how these elements can transform success and client retention. Remeny also provides insight on the role of AI and powerful strategies to enhance agency-client dynamics. We later uncover strategies that shift agency-client interactions from transactional to relationship-driven. This includes drawing fascinating parallels with the consulting industry, highlighting how building commercial confidence within agency teams can position them as trusted advisors. This not only enhances client loyalty, but also opens doors for growth. From refining onboarding and communication processes to moving from hourly billing to value-based engagements, this episode reveals all! Topics covered during this episode include: Why authentic engagement and humanity are pivotal in client retention and success. How looking at similarities in the consulting industry can help agencies become trusted advisors. Why refining onboarding and communication processes enhance the client experience. How transitioning from hourly billing to value-oriented engagements benefits both agencies and clients. Why agencies should market their services effectively to existing clients. How proactive strategic thinking and challenging client assumptions drive loyalty. Why building commercial confidence within agency teams leads to better client interactions. Why agencies need to demonstrate human value amidst AI advancements in the industry. How improving agency-client dynamics can unlock new revenue streams and opportunities.   Listen now to uncover the surprising dynamics of client-agency partnerships and learn how to become a trusted advisor!   Remeny Armitage on LinkedIn: https://uk.linkedin.com/in/remeny

What are the critical steps for aligning leadership and embracing change to drive business transformation in the marketing industry? This week I sit down with Caroline Johnson, Co-Founder of The Business Model Company, to get an inside look at her groundbreaking approach to transforming business models in the global marketing services industry. Caroline shares her extensive experience in evolving traditional service-centric models into productized strategies that foster sustainable growth. We explore the intricacies of creating, delivering, and capturing value, and discuss the importance of aligning these elements within an effective operating model. Caroline's insights are particularly relevant for creative agencies facing declining revenue models and low net margins, as she outlines innovative strategies to optimize value creation and adopt new pricing models. She emphasizes the importance of leadership alignment, recognizing limitations, and embracing change as essential components of business transformation. Her advice for agency leaders focuses on redefining creative services and establishing multiple 'front doors' to cater to diverse client needs, moving beyond traditional campaign-based services Topics covered during this episode include: Clear definitions of business model, operating model, and productization. Why transitioning from service-centric to productized strategies can enhance value in marketing services. Why mid-size agencies face financial challenges with declining revenue models and low net margins. How repackaging services into distinct fronts optimizes value while preserving creativity. Why adopting new pricing models can help agencies turn challenges into financial opportunities. How leadership alignment and embracing change are critical for future success in agencies. How creating multiple 'front doors' allows agencies to cater to diverse client needs. Why shifting to authentic, program-led models offers flexibility and innovation for agencies. Incorrect assumptions some agencies have towards changing their business model. How varying pricing models can enhance financial viability in new service offerings. Listen now to explore how you can redefine your agency's business model for long-term success and financial viability!   Caroline Johnson on LinkedIn: https://www.linkedin.com/in/caroline-johnson-tbmc/