Higgle: The B2B Sales Club

Hayk Hakobyan is the CEO and co-founder of InsightGenie, a customer intelligence technology company. He has an unconventional background, transitioning from training in breakdancing in Nepal to leading a fintech company. Hayk leverages his experiences to develop innovative strategies that integrate behavioural science with sales techniques. In this episode, we’ll talk with Hayk about how his background influences his innovative sales strategies, particularly in customizing offers to resonate with procurement professionals. Additionally, we discuss the role of behavioural science in modern sales, examining its ethical implications and how understanding human behaviour can enhance strategic approaches. Topics covered during this episode include: How Hayk's breakdancing experience informs his innovative sales strategies. Why tailoring sales offerings to procurement professionals can lead to cost-effective solutions. How academic principles of behavioural science face challenges in real-world application. How behavioural science plays a transformative role in modern B2B sales strategies. Why understanding human behaviour is crucial for industries like recruitment and finance. How ethical implications arise from leveraging behavioural insights in sales. How emotions and cognitive biases like loss aversion can impact decision-making processes. Why anchoring techniques can be effective in gaining client responses in B2B sales. Why sales should focus on human interactions rather than purely business transactions. Why understanding individual agendas within a company enhances tailored sales offerings. Recommend resources that can aid in understanding cognitive biases. What Hayk’s leadership method looks like at InsightGenie. Why framing innovation as a cost-effective solution is vital for engaging decision-makers. Hayk’s top three tips for sales professionals to utilize behavioural science ethically.   Hayk Hakobyan on LinkedIn: https://uk.linkedin.com/in/haykhakobyan

The McHardy Collective is a portfolio of independent studios, agencies, consultancies and creative technology companies. Founder Rich McHardy supports the leaders of those firms with new business generation and growth by joining the dots between them and prospects looking for creative support in areas such as content creation, live experience delivery, digital UX, audio, client relationship consultancy and culture. Prior to launching The McHardy Collective in 2012, Rich spent 15 years sharpening my business development skills for several leading international agencies, including 5 years at WPP. In this conversation, we hear about Rich’s story from overcoming phone anxiety to mastering business development. He shares his expertise on shifting from traditional cold calling to modern strategies focused on authentic networking and relationship building. We discuss the importance of nurturing individual strengths within agencies and explore the strategic use of referrals, packing this episode with advice for agency leaders looking to expand their client base through genuine connections. Topics covered during this episode include: How mental health challenges are prevalent in the business development industry. The Guinness World Record that Rich has received, related to mental health. How transitioning from cold calls to networking builds genuine business relationships. Why preparation and listening are crucial for transforming cold calls into warm interactions. How strategic use of referrals can avoid the usual pitfalls of cold calling. The concept of "afters" and how it enhances client relationships. How agency leaders can expand client bases through authentic relationship-building. Why not every team member should be expected to generate leads. How asking team members about their expertise can aid business development. Why Rich emphasizes community and support in the often solitary field of business development. How attending industry events is key to building professional relationships. Why a generous networking approach benefits both personal and business growth. How business developers can identify key moments to introduce experts. Why aligning agency strengths with potential clients is essential for successful connections.   Rich McHardy on LinkedIn: https://www.linkedin.com/in/themchardycollective/

Andy Bounds’ journey in enhancing how companies sell and communicate is not just a profession but a personal mission. Andy’s work transcends borders, having impacted organisations in over 40 countries. From the bustling markets of Asia to the corporate boardrooms of America, his strategies and insights have helped shape the destinies of some of the world’s most renowned companies, as well as small businesses poised for growth. His ability to connect with diverse audiences, understanding their unique challenges, and crafting bespoke solutions, marks him as a versatile and empathetic guide in the realms of sales and communication. Awarded the title Britain’s Sales Trainer of the Year, and described by AstraZeneca’s Global Communication Director as “a genius, whose advice can’t be ignored”, Andy’s insights and passion stem from the fact his Mother is blind. This has given him a lifetime’s experience of communicating from someone else’s point of view… a critical skill to master when persuading others! Andy’s three books are all international best-sellers. The first was only kept off Amazon’s #1 spot by Harry Potter! With Andy joining us in this week’s episode, we’ll be exploring how to shift from company-centric to client-focused strategies. We uncover the secrets to effective sales by emphasizing the client's journey and the improvements they will achieve from the offered solutions. Andy shares authentic stories and strategies, highlighting the importance of aligning proposals with client expectations. We also discuss mastering virtual presentations and leveraging existing relationships to stand out in competitive markets, providing insights to elevate your B2B sales approach.   Topics covered during this episode include: Why focusing on the client's "afters" improves the effectiveness of sales proposals and pitches. Andy’s highlighter exercise that can help identify client-focused value propositions in sales documents. Why engaging storytelling and authenticity enhance proposal alignment with client expectations. How virtual sales presentations can be made interactive and memorable to leave a lasting impact. Why leveraging existing relationships and smart research can provide unique insights in competitive markets. How aligning proposal claims with client expectations avoids hypocrisy and builds trust. Why clear, outcome-focused titles in proposals captivate client interest and commitment. How personal practices should reflect advocated sales principles for authenticity. Why challenging assumptions with insightful questions improves virtual communication. How using chat boxes and interactive activities makes virtual presentations stand out. Why leveraging feedback from employees can provide unexpected insights for client engagement strategies. How unique insights and anecdotes differentiate sales approaches. Why existing buyers, switches, and referrals are effective sources for generating new sales leads. How consistent, scheduled outreach to existing contacts ensures sustained business development efforts.   Andy Bounds on LinkedIn: https://www.linkedin.com/in/andybounds/

Bruno Gralpois, Co-founder and Principal of Agency Mania Solutions, is dedicated to enhancing client-agency partnerships. With leadership roles at Microsoft and Visa, his expertise in establishing Agency Management practices has culminated in over two decades of thought leadership. The bestseller “Agency Mania”, authored by Bruno, played a key role in shaping Agency Management as a corporate discipline. In this episode, we’re hearing all about the evolving landscape of marketing agencies with Bruno. We check out how agencies are transitioning into strategic partners, focusing on efficiency and cost-effectiveness. Bruno shares his insights on the predicted global ad spend growth of 7-8% for 2024 as well as the innovative compensation models that agencies are adopting. We discuss the impressive performance of major holding companies, their investments in AI, and the adaptability of independent agencies. Highlighting practices that foster collaboration and innovation, we also underscore the importance of diversity, inclusion, and sustainability as growth catalysts. Topics covered during this episode include: How marketing agencies are evolving into strategic partners. Why agencies are reimagining compensation models to stay competitive. How major holding companies leverage financial strength for AI advancements. Why independent agencies remain appealing due to their specialized services and acquisition potential. How regional economic challenges influence agency performance, with the UK facing more difficulties. Why data and production are crucial for driving value and efficiency in marketing. How independent agencies can leverage technology and AI to maintain competitiveness. How recent research efforts refine industry best practices for better brand-agency collaboration. Why diversity, inclusion, and sustainability are essential for growth. How the evolving marketplace offers indie agencies opportunities to innovate and transform business models. Why the industry is at a pivotal point, with new collaboration and production methods emerging. How responsible practices, transparency, and innovation are catalysts for growth within the industry. Why self-regulation is crucial to prevent government-imposed restrictions on AI and technology use. Why the marketing industry holds exciting potential despite challenges, driven by necessity-induced innovation.   Bruno Gralpois on LinkedIn: https://www.linkedin.com/in/gralpois/

Jeff Mains is a serial entrepreneur and growth expert known for building and exiting multiple successful companies. He is currently the CEO of a fintech SaaS company called Intelligent Contracts, and the founder of Champion Leadership Group. Jeff is also an author, with his upcoming book titled Captain's Keys: 4 Key People Every Successful Business Leader Needs, and host of the SaaS Fuel Podcast. We explore the art of scaling businesses with Jeff today, focusing on building effective sales teams and lead generation strategies. Jeff shares insights on transitioning from founder-led sales to structured teams, and we discuss nurturing customer relationships, converting leads, and the importance of curiosity and depth in leadership. Topics covered during this episode include: How Jeff's passion for sharks influences his unique leadership style. How transitioning from founder-led sales to a structured team involves knowledge transfer. Why proper onboarding is essential to avoid expecting instant results from new sales hires. Why narrowing focus is crucial for significant growth in tech startups. How to tailor lead generation strategies for the tech SaaS industry with inbound and outbound methods. Why shifting from "always be closing" to guiding prospects is beneficial for businesses. How fostering trusted relationships transforms cold calls into meaningful engagements. Why businesses should refine their propositions to attract niche market clients. How Jeff's experiences of building and exiting companies inform his sales strategies. Why ungating content can build trust and lead to successful client interactions. How guiding prospects through the sales funnel involves offering educational content. Why aligning sales and marketing is crucial for company-wide success and growth. How managing cash and hiring competent people are key success factors in scaling.   Jeff Mains on LinkedIn: https://www.linkedin.com/in/jeffkmains

Simon Hewitt is a co-founder of Orange Panther Collective, an advertising startup that combines big agency expertise with the flexibility of a smaller shop. With a career spanning major firms like M&C Saatchi, AMV, BBC Creative, Leo Burnett, and Engine, Simon brings a wealth of experience. In this episode, Simon discusses the challenges he’s faced in transitioning from big firms to a boutique agency, emphasizing the importance of balancing creativity and strategy. Simon shares valuable insights on building authentic client relationships and crafting impactful, culturally relevant advertising. Topics covered during this episode include: How Simon transitioned from major agencies to his startup. Why maintaining credibility and blending creative strategies is crucial for new ventures. How Simon's fascination with wooden designs led to his popular blog, “Good Wood Would.” Why OPC initially focused on startups before partnering with larger clients. How OPC aims to ignite growth for both emerging and established brands. Why balancing long-term strategic thinking with short-term creative output is important. How iconic campaigns like Cadbury's Gorilla advert highlight the value of longevity in advertising. Why current disposable, trend-driven work can undermine brand memorability. How the need for a unifying creative idea at a platform level is essential for consistent messaging. Why big ad agencies instill discipline, codification, and high-quality production in their work. How emotional investment and strategic framework drive impactful brand messaging. Why authenticity, honesty, and clarity are vital for agency differentiation and client relationships. How culturally relevant content must balance with long-term creative strategies. Why the "move fast and break things" mentality is critiqued in today's industry. Why Simon believes in the value of both industry rigor and creative freedom for brand success.   Simon Hewitt on LinkedIn: https://uk.linkedin.com/in/simonhewitt-orangepanthercollective

Rob Harrison-Plastow is a researcher and strategic consultant specialising in understanding emotion and behaviour. He spent 8 years working in strategy at the University of Exeter before launching Source Nine with ex-2cv Founder Vincent Nolan where he now helps clients to create and communicate incredible emotional value so that they can win more customers, deepen trust and strengthen loyalty. Rob combines emotional insights with qualitative research to revolutionize brand strategy and marketing. His company has developed a model called The Empathy Framework, a cutting-edge model which unlocks a logic to emotion. Today, along with Rob, we’ll explore this framework and discuss how understanding and leveraging emotions can reshape marketing strategies. We also touch on fascinating cultural constructs of emotions and how these insights can create authentic connections with audiences. Topics covered during this episode include: How emotional needs drive behaviour in sales and marketing, rather than rationality. An introduction to The Empathy Framework. How emotions and colours are cultural constructs, influencing perceptions differently across societies. Examples of cultural differences from Russia and Germany. Why understanding cultural and personal beliefs is crucial for crafting effective marketing narratives. How cognitive behavioural therapy principles can enhance marketing strategies by focusing on emotional needs. The importance of perceiving whether emotional needs are met or unmet. Why an empathetic approach helps predict and explain consumer behaviour for better brand alignment. How marketing strategies should aim to serve and authentically connect with audiences, not coerce them. How leveraging qualitative research and AI tools can enhance understanding and engagement. Why marketing strategies need to align with human emotional drivers. How mapping emotional needs can create specific flavours of emotional value in marketing. The importance of understanding and meeting consumers' emotional needs in brand strategy and media planning. How applying neuroscience and empathy in marketing can lead to transformative consumer connections.   Rob Harrison-Plastow on LinkedIn: https://uk.linkedin.com/in/rob-harrison-plastow-12314228

Bethan Vincent is an experienced B2B marketing leader and entrepreneur who has been driving accelerated revenue growth as a Marketing Director and Consultant for over a decade at Open Velocity. She is a regular speaker at international conferences and is podcast host of The Brave. This week we’re talking about strategic marketing for B2B organizations with expert insights from Bethan. She unpacks the critical differences between strategic and tactical marketing, emphasizing the importance of aligning services with the genuine needs and pain points of the target audience. We explore effective positioning and differentiation strategies, the value of focusing on outcomes rather than activities, and how to enhance visibility through awards, thought leadership, and compelling content. Additionally, we discuss the resurgence of in-person networking events and the significance of owning an engaged email database. Topics covered during this episode include: How strategic marketing extends beyond mere promotion and advertising to include product, pricing, and place. Why distinguishing between strategic and tactical marketing is crucial for aligning efforts with business objectives. The importance of building solid marketing foundations before launching promotional activities. How effective positioning and differentiation are vital in saturated markets. The necessity of aligning services with genuine needs and pain points. Why focusing on outcomes rather than activities can significantly impact marketing success. The value of awards, thought leadership, and compelling content for increasing visibility. How in-person networking events are making a comeback. Why owning an engaged email database for building relationships and sales in beneficial. Why businesses often misdiagnose strategic issues as promotional problems. The impact of AI on marketing agencies and the importance of partnering with early adopters. The need for foundational customer research before scaling marketing efforts. The benefits and caveats of speaking at conferences for strategic positioning and visibility. Why outbound sales strategies may offer short-term gains but struggle with long-term growth. How focusing on alternative strategies can help in achieving sustainable marketing success.   Bethan Vincent on LinkedIn: https://uk.linkedin.com/in/bethanvincent

Ramzi Marjaba is a solution specialist who transitioned from engineering to sales. With a background in communications engineering and over a decade of sales experience, he now coaches sales engineers on improving their soft skills and becoming invaluable assets in the sales process. He founded his business, We the Sales Engineers, in 2018. In this episode, we get into the role of Sales Engineers (SEs) in bridging the gap between complex business problems and advanced technical solutions. We explore how SEs, equipped with both technical skills and business savvy, build trust with clients, diagnose issues, and drive successful client engagements. Topics covered during this episode include: How SEs solve intricate issues that traditional salespeople often cannot address. The importance of combining technical acumen with strong communication skills for SEs. Why SEs should not be seen as mere technical support, but as integral sales contributors. How SEs demonstrate cost-saving and risk-reducing benefits to clients. How customer confidence is built by SEs, guiding clients towards superior solutions. The role of SEs in the discovery and qualification phases of the sales cycle. How SEs diagnose problems before prescribing solutions, acting as trusted advisors. Why SEs must possess thick skin, autonomy, and excellent problem-solving skills. How effective SEs excel in time management and communication between technology and humans. The process of sales engineering in solving business problems with technology. The impact of effective demos and proof of concepts in the sales cycle. How SEs adapt their messaging to different stakeholders within a client's organization. The application of SE traits in other sectors like marketing agencies and professional services. How SEs use diagnostic frameworks to uncover and address client problems.   Ramzi Marjaba on LinkedIn: https://www.linkedin.com/in/ramzimarjaba/

Stefan Debois is a former SAP consultant who transitioned into entrepreneurship by founding his own software company, Pointerpro. He leverages his extensive experience with multinational giants to develop innovative automated assessment tools that help consultancies grow without increasing headcount. Clients of his include Deloitte and AstraZeneca. In this episode, we welcome Stefan to explore how his automated assessment tools are revolutionizing the consultancy industry, enabling businesses to scale efficiently. He provides insights into the power of benchmarks and thought leadership in consultancy, and demonstrates how paid diagnostic assessments can uncover opportunities for high-value projects. We also discuss how professional services providers can approach their content marketing strategy. Topics covered during this episode include: How Stefan's software company evolved from a survey platform to an automated assessment niche. Why automated assessments provide personalized advice to help businesses grow efficiently. Stefan’s joy of using sports analogies when talking business. How paid diagnostic assessments can bring in high-value project opportunities. Why an optimized online presence is vital for driving inbound traffic and customer acquisition. How Stefan’s digital marketing strategies have attracted major clients. Why having a junior sales team can reduce overall sales costs. How content marketing and thought leadership can expand a client base globally. Why moving from time-and-materials billing to fixed price projects enhances efficiency and profitability. How integrating collective knowledge into user-friendly digital solutions reinforces thought leadership. How a transition from professional services to SaaS can change sales cycles and strategies. Advice from Stefan to SaaS tech leaders who are launching their product and want to scale.   Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/