Higgle: The B2B Sales Club

What strategies can still lead to fruitful in-person event outcomes in challenging economic times? I’m thrilled to have both Jade Howgrave-Graham and Lucy Francis from Lemon Lane join me to explore their impactful business in the B2B events industry. They tell us all about how their personal passions have uniquely shaped their professional journey, particularly in navigating the shift toward virtual and hybrid event formats accelerated by the pandemic. Their insights reveal how these changes have challenged the industry to rethink event planning and execution in today’s complex economic landscape. We discuss the critical elements of creating impactful and sustainable events, stressing the importance of understanding audience perceptions and the role of procurement in building trust and maximizing value. Jade and Lucy also share captivating stories from past events, showcasing how creativity and strategic planning can overcome challenges. Perhaps most importantly, they also explain what metrics to look at to determine if an event was successful. Topics covered during this episode include: Why Jade and Lucy’s personal passions have been essential in shaping their approach to event management. How the pandemic accelerated the shift to virtual and hybrid event formats. Why aligning event goals with audience perceptions is crucial for selecting effective formats. How sustainability and logistical factors influence decisions in event planning. Why early procurement involvement builds trust and maximizes event value. How word-of-mouth and referrals are vital for client acquisition in Jade and Lucy’s industry. Why credibility and thought leadership are key in evolving sales strategies. How travel experiences emotionally impact individuals and affect the event industry. Strategies the two used to overcome imposter syndrome. How technology advancements have transformed expectations and delivery in the events industry. Why measuring event impact is critical for justifying expenses, especially in a tough economy. Jump into the evolving world of B2B events and learn how to navigate client acquisition and procurement strategies for maximum impact!   Jade on LinkedIn: https://uk.linkedin.com/in/jadeaustin  Lucy on LinkedIn: https://uk.linkedin.com/in/lucyfrancislemonlane

What powerful strategies can help suppliers break into the lucrative public sector market? Dan Cook, Director of Public Sector for digital product consultancy Red Badger, is here to give deep insights into public sector procurement. He provides a very unique perspective, showcased by his journey from being a buyer in the public sector to navigating the challenges as a supplier. We discuss the arduous RFP process, the cost of sales, and the significant effort involved in managing client relationships. We further explore the structured world of government procurement, which Dan is an absolute expert in, given that he is the former CIO at the Houses of Parliament. He uncovers the layers affecting procurement, from decision-makers near Whitehall to the implications of the newly implemented Procurement Act. As we dissect strategies for thriving in public sector markets, we highlight the importance of building robust networks and forming strategic partnerships. Topics covered during this episode include: Why the RFP process and client relationship management are complex and challenging for suppliers. How understanding the public sector procurement process requires recognizing ministerial and civil servant dynamics. Why the new Procurement Act is impacting transparency and competition. How building robust networks and partnerships is vital for success in the public sector. Why hiring experienced professionals can help navigate public sector entry. How partnerships with larger suppliers can provide strategic entry points into the market. Why co-branded case studies are useful in gaining credibility. How knowledge-sharing within the B2B sales community can benefit those navigating public procurement. Why suppliers must be adaptable and continuously test strategies in public sector procurement. Discover strategies for navigating the complex public sector procurement landscape in this must-listen episode!   Dan Cook on LinkedIn: https://uk.linkedin.com/in/dan-cook-5bb23223

How can procurement professionals transition from mere cost-cutting to becoming strategic partners that drive amazing business outcomes? Kelly Barner, Co-Founder and Head of Content and Operations at Art of Procurement, is here to talk all about strategic procurement as shown through her journey from traditional purchasing roles to building strategic, relationship-focused positions. We explore the critical shift in procurement, highlighting how sourcing and procurement differ, and the importance of moving beyond just cost-cutting to build meaningful supplier collaborations. Together, we look at the challenges procurement professionals face as they transition from transactional tasks to strategic partnerships. Kelly explains the unintended consequences of supplier rationalization and centralization, emphasizing the need for respect and influence within organizations. Throughout the episode, Kelly provides a roadmap for building ethical supplier relationships, focusing on transparency and professionalism in risk management. Topics covered during this episode include: How procurement roles have evolved from transactional tasks to strategic partnerships. Why procurement now emphasizes respect and influence over cutting costs. What really motivates procurement professionals. How sourcing differs from procurement, often indicating larger, segmented organizations. Why supplier rationalization and centralization have reshaped procurement professionals' roles. How ethical supplier-procurement relationships require timing and strategic dialogue. Why transparency and professionalism are crucial in procurement risk management. How winning supply proposals require specificity, cultural fit, and understanding business outcomes. Why engaging procurement professionals effectively involves being professional, prepared, and courteous. How procurement professionals aim to be strategic collaborators with suppliers and internal teams. Why understanding category management is important for suppliers. How regular dialogue and offering insights can help prospective suppliers engage with procurement. Dig into this episode if you want to master the art of strategic procurement and enhance your organization's supplier engagements!   Kelly Barner on LinkedIn: https://www.linkedin.com/in/kelly-barner-6884443

Is your agency prepared to counteract typical dysfunctions and build value-driven client partnerships? Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies, joins us for a second appearance to discuss the relationship between cost efficiency and creativity in agency-client relationships. Leah examines the role of procurement in this dynamic, describing the challenges that arise when cost-saving measures threaten the innovative spirit that is crucial for successful partnerships. We unravel the tensions between procurement-driven processes and the collaborative heart of agency work, advocating for a more balanced approach that values long-term innovation and value creation alongside financial sensibility.  As we navigate the difficulties of modern procurement, Leah shares her insights on the importance of qualification-based selection and relationship-centred dialogues. We also discuss strategies to counteract typical agency dysfunctions (TADs) that often lead to client dissatisfaction and explore alternatives to the high stakes repitching process. Topics covered during this episode include: Why a balanced approach between financial metrics and long-term value is the best practice. How the procurement process has evolved to become more structured and price-focused. How typical agency dysfunctions can lead to client dissatisfaction and loss of business. Why maintaining transparency and understanding client needs is vital in procurement discussions. How strategic alternatives, like audits, can help agencies avoid costly repitching processes. Why it is important for agencies to have open, honest conversations with clients about procurement reasons. How agencies can creatively respond to procurement's cost-saving demands without compromising innovation. Why focusing on operational excellence and communication can prevent agency churn. How agencies can leverage relationship building to counteract procurement's emphasis on cost. Discover the secrets to successful agency-client dynamics and learn how to maintain creativity amidst cost-saving pressures!   Leah Power on LinkedIn: https://www.linkedin.com/in/leah-power-3486998/

Ready to find out how agencies can strike the perfect balance between upselling and nurturing lasting client relationships? Jon Peppiatt, who has amassed over 35 years of marketing experience including his time as Chairman at BBH London, joins us today. In this first of two parts, the conversation focuses on upselling as well as the balance between retaining existing clients and acquiring new ones. Jon emphasizes the importance of not overpromising on new capabilities, as it can negatively impact client relationships. We closely examine the evolving landscape of B2B advertising, where generative AI and strategic creativity play increasingly significant roles. Jon speaks to the importance of authenticity in pitches and the human element in client-agency relationships, drawing from BBH's legacy of challenging client assumptions with bold ideas. We later explore how agencies can stand out in the crowded media environment by creating impactful and memorable content.  Topics covered during this episode include: Why delivering promises is crucial to sustaining robust client relationships in advertising. How staying engaged with marketing post-retirement has led to a satisfying lifestyle for Jon. Why generative AI's transformative influence is reshaping agency strategies. How strategic thinking remains indispensable amidst the rise of generative AI. Why challenging client assumptions and bold creativity are so useful in agency pitches. How agencies can triumph in pitches by maintaining authenticity and creativity. Why a well-defined strategy is vital for effective creative execution. How to stand out in pitches and RFPs through focus, brevity, and impactful moments. Why avoiding marketing jargon and being authentic is critical in client interactions. How memorable content is more crucial than ever in today's media-saturated world. Tune in for actionable strategies and an engaging discussion that will inspire your approach to agency growth and creative excellence!   Jon Peppiatt on LinkedIn: https://uk.linkedin.com/in/jon-peppiatt

What unique sales insights can be gained from someone who traded military discipline for the dynamic challenges of B2B? Wes Schaeffer, AKA The Sales Whisperer, is a former Air Force member who has successfully transitioned into the world of B2B sales. Today’s conversation has Wes sharing his unique journey from the structured environment of the military to the ever-evolving landscape of sales, emphasizing the importance of adaptability and self-motivation. We talk about the critical overlap of sales and marketing, exploring how aligning these efforts can lead to success. Wes shares personal stories that show the vital role of effective communication and marketing automation in achieving sales success. Wes also introduces the "Wes Method," an approach to human-centric selling that aligns sales techniques with the buyer's journey. He discusses the challenges younger salespeople face in forming genuine connections and the impact of digital marketing on these interactions. Through analogies, Wes highlights the necessity of both consistency and personalized coaching. Topics covered during this episode include: How Wes transitioned from the Air Force to a successful career in B2B sales. Why adaptability and self-drive were crucial in his career transition. How prospecting and aligning sales with marketing contributes to sales success. Why effective communication and marketing automation are non-negotiables. How humanizing sales can overcome the impersonal nature of digital marketing. Why understanding customer perspectives improves connection and sales outcomes. How the "Wes Method" aligns sales techniques with customer buying habits. Why consistency and personalized coaching are vital for mastering sales skills. How Wes's tools offer cost-effective solutions for sales professionals. Why having mentors and engaging in self-evaluation enhance sales effectiveness. How practicing sales fundamentals leads to long-term success and mastery. Check out this inspiring episode to learn real strategies for enhancing your sales skills with the unique "Wes Method" that blends personal experience with cost-effective tools!   Wes Schaeffer on LinkedIn: https://www.linkedin.com/in/thesaleswhisperer

Is embracing emotional intelligence while understanding the amygdala hijack the secret to mastering negotiations under pressure? Kwame Christian, a globally recognized negotiation expert and CEO of the American Negotiation Institute, joins us today. He shares his inspiring journey from a novice negotiator to a LinkedIn Top Voice with over 119,000 followers, emphasizing the importance of emotional intelligence and managing emotions under pressure. His unique approach to negotiation, influenced by his passions for chess and powerlifting, offers valuable insight into mastering difficult conversations. We explore the transformative power of compassionate curiosity as a negotiation tool, focusing on building trust and human connection. Kwame and I discuss the role of authenticity in social media engagement and how this has helped us both grow our follower bases. We delve into strategies like role-playing, and even using tools like ChatGPT, to refine communication and prepare for challenging discussions. Kwame also explains the concept of the amygdala hijack, which shows the critical role of emotional intelligence in managing conflict. Topics covered during this episode include: How Kwame built an authentic social media presence, expanding his follower base significantly. Why understanding amygdala hijack is crucial for emotional intelligence in negotiations. How compassionate curiosity serves as a fantastic negotiation tool. Why role-playing, even with AI tools, can refine communication strategies. How building trust through compassionate curiosity creates conditions for effective persuasion. Why negotiation requires managing emotions so that you can perform under pressure. The three core negotiation skills: listening, asking questions, and managing emotions. Why consistent, authentic content is the best for growing a following on LinkedIn. How adapting content to each social media platform enhances audience engagement. Why Kwame views negotiation as a skill anyone can master with practice. Join us as we delve into the profound impact of compassionate curiosity and role-playing on enhancing your negotiation prowess!   Kwame Christian on LinkedIn: https://www.linkedin.com/in/kwamechristian

Ready to learn the strategic shifts that can help organizations avoid the pitfalls of complacency? This week we’re welcoming Dino Myers-Lamptey, who founded The Barber Shop, which is a strategy-led media, creative, and tech company. We look at the complex world of agency and consultancy dynamics, revealing how complacency can derail organizations. Dino's involvement in several organizations, including being a trustee at Brixton Finishing School, allows for him to provide a unique perspective on maintaining a competitive edge. Dino talks about the need for strategic problem-solving in consultancy, emphasizing the importance of understanding clients' true needs beyond superficial KPIs. He also introduces Leaps, an innovative product designed to quickly align stakeholders and tackle clearly defined business challenges. We also explore the distinctions between agency and consultancy skill sets, emphasizing the importance of trust and relationships in agency-client partnerships. As we discuss the shift to a consultative sales approach, we get into the strategic advantage of creating discussion documents and the power of asking the right questions to fine-tune pitches and build genuine partnerships. Topics covered during this episode include: Why organizations can falter due to complacency and lose focus on competition and customer needs. How problem solving in consultancy balances targeted outcomes. Why understanding clients' needs beyond KPIs is crucial for effective consultancy. How Leaps helps businesses align stakeholders and tackle defined challenges through focused sprints. Why trust and relationships are more critical than creative ideas in agency-client partnerships. How agencies and consultancies differ in skill sets and pitching processes. Why transitioning to a consultative sales approach emphasizes understanding client needs over traditional proposals. How listening and asking the right questions refine pitches and build partnerships. Why understanding sector expertise can determine the success of a pitch in consultative sales. Unlock the secrets of balancing creativity with data-driven strategies and learn how to maintain a competitive edge in agency-client partnerships!   Dino Myers-Lamptey on LinkedIn: https://www.linkedin.com/in/dinosaw

Can the rise of independent creative agencies signal a revival in the craft of advertising? Nigel Roberts, Creative Partner at Orange Panther Collective, shares the secrets behind making ads that resonate with audiences for years to come in this episode. We explore the balance between creativity and sales, and Nigel reveals how engaging and persuading consumers are the cornerstones of effective advertising. We navigate the shifting landscape of marketing strategies, contrasting traditional approaches with modern, process-driven methods. We also dissect the evolving dynamics within the advertising world, particularly the rise of independent creative agencies. Nigel discusses how these nimble firms are reviving the art of advertising by offering personalized service and focusing on quality. As we examine the industry's shift from valuing creative work to prioritizing brand awareness, we check out the roles of words and imagery in captivating consumer attention. Nigel's journey through various agencies, from major networks to independents, provides a detailed look at the challenges and opportunities in today's advertising environment. Topics covered during this episode include: The campaign that Nigel has been the proudest of in his career. How creativity and sales need balance to engage and persuade consumers effectively. Why marketing strategies are shifting to fragmented, process-driven approaches. How brand and performance marketing influence consumer decision making differently. Why the industry is moving away from valuing creative agency work, affecting campaign impact. How independent agencies are reviving advertising through personalized service. Why smaller agencies can present unique opportunities and carve out niches in the industry. How Nigel's career journey reflects on the advertising industry's evolution and current trends. Why focus groups and process-driven approaches challenge creative integrity in advertising. How remuneration models can negatively impact creativity. Why Nigel believes the best opportunities are for independent agencies right now. Explore the dynamic interplay between brand and performance marketing and gain valuable insights into the future of advertising!   Nigel Roberts on LinkedIn: https://www.linkedin.com/in/nigel-roberts-01616a3b

Ready to make your agency stand out in a saturated market by focusing on verifiable facts rather than self-description? Steve Fair and Matt Broughton, both from Sponge NB, are here today to discuss how to build authentic business relationships, including how to form genuine connections on LinkedIn without the pressure of immediate sales pitches. We dig deep into the nuances of effective communication, offering useful advice on presenting your agency's offerings in a way that resonates with potential clients. Later, we focus on the evolution of cold outreach and the importance of humanized communication. We tackle the challenges of standing out by emphasizing transparency, trust-building, and outcome-focused storytelling. By sharing their own real-world examples, Steve and Matt illustrate how focusing on tangible results can differentiate your agency from the competition. Topics covered during this episode include: Why Matt's beekeeping and Steve's drumming hobbies influence their business approaches. How effective communication should focus on verifiable facts and results. Why imagining a specific friend can be a useful way to deliver authenticity in business presentations. How agencies should highlight outcomes, not creative abilities, to attract clients. Why transparency and admitting mistakes build trust with clients. How to form real business relationships on LinkedIn without the pressure of sales. How humanized communication makes cold outreach more effective and memorable. Why balancing humility with confidence will strengthen your pitches. How focusing on tangible outcomes differentiates agencies in a crowded market. Why understanding client needs is crucial for de-risking the buying process. How outcome-focused storytelling wins clients as opposed to process-oriented pitches. Why some clients make decisions based on budget, time, and past partnerships. Enhance your business relationships and master the art of impactful engagement by listening to this episode packed with real-world advice!   Matt on LinkedIn: https://uk.linkedin.com/in/matt-broughton-a5a47b33  Steve on LinkedIn: https://uk.linkedin.com/in/spongenb