Higgle: The B2B Sales Club

The guest for this episode is Haris Halkic, a tech sales professional and LinkedIn content creator from Germany. With five years of experience as an account executive across various companies, he now runs the SalesDaily newsletter, providing sales resources and insights to its subscribers He explains revolutionary B2B sales strategies today, focusing on a multi-channel approach that combines LinkedIn, cold calling, and emails. We discuss the integration of AI tools to streamline sales processes, the resurgence of cold calling, and the importance of personalized outreach methods. Topics covered during this episode include: How AI tools for note taking and call analysis enhance sales productivity. Why cold calling is resurging post-pandemic within multi-channel strategies. How training, dedication, and flexible scripts are vital for successful cold calling. Why large enterprise sales organizations benefit more from cold calling than mid-market suppliers. How engaging prospects on LinkedIn through meaningful comments can build relationships. Why modern sales trends emphasize genuine human connections amidst AI proliferation. How creativity in outreach, like using LinkedIn voice notes and short introduction videos, can be impactful. Why many sales reps are reluctant to adopt basic yet effective sales tactics. How digital sales rooms and AI tools aid in streamlining the sales process. Why some enterprises restrict AI note takers due to data protection concerns. How top sales performers prioritize revenue-generating activities and say no to non-essential tasks. How personalized outreach methods, such as leaving voicemails, improve email open rates. How the transition from corporate roles to the creator economy helps salespeople discover innovative tactics. How remote settings challenge traditional sales training and support. Why young sellers need increased training and support to adapt to the current sales environment.   Haris Halkic on LinkedIn: https://www.linkedin.com/in/haris-halkic/

Today we’re talking all about transformative power of strategic partnerships in scaling tech companies. We’re joined by Barrett King, who is Senior Director, Revenue & Partnerships at New Breed as well as a former HubSpot leader. We explore his unconventional journey from the restaurant industry to becoming a B2B tech sales expert. Barrett shares key insights from HubSpot’s early days, highlighting the importance of market listening, exceptional customer support, and innovative partnership models. We also discuss the critical role of tech ecosystems, personal branding, and customer-centric sales approaches in driving growth.   Topics covered during this episode include: Why Barrett’s transition from the culinary arts to B2B tech sales provides unique perspectives. How HubSpot’s early market listening, customer support, and partnerships led to SaaS success. Why tech ecosystems are crucial for company expansion and long-term growth. How distributors, resellers, and VARs enhance go-to-market strategies. Why customer retention and robust ecosystems drive business success. How personal branding for sales teams contributes to overall company success. Why salespeople need to be knowledgeable consultants, not just product sellers. How improving conversion rates requires a blend of data analysis and incremental changes. Why a strong company culture and mission belief inspire personal and organizational success. Emphasizing quality over quantity in sales efforts involving tech. Why customer service should be integrated into sales functions for better results. How successful tech companies retain and expand existing customers for sustainable growth. Why understanding customer problems deeply is essential for improving conversion rates. How owning one’s social and email presence can elevate personal and company brand. Why the conventional sales approach needs to evolve towards customer-centric methods.   Barrett King on LinkedIn: https://www.linkedin.com/in/barrettjking/

We are joined today by Gerry Hill who is RVP EMEA, Strategy and Alliance at ConnectAndSell. His company’s cloud-based dialing technology enables B2B businesses to have more conversations with their intended targets than serial dialing. With extensive experience in risk assessment, cost analysis, and market entry strategies, Gerry brings a wealth of knowledge to sales professionals navigating challenging markets. Gerry will take us on an exploration of innovative sales strategies, diving into mastering sales lead generation in tough markets, understanding private equity's role in business efficiency, and engaging senior prospects. He shares actionable insights on boosting sales productivity using agile teams and scientific approaches.   Topics covered during this episode include: Why mastering sales lead generation in challenging markets is required for boosting sales team effectiveness. The role of private equity in value creation and operational efficiency through operating partners. Proactive strategies for slower markets, focusing on aggressive closing techniques and system improvements. How to confidently engage with senior prospects and uncover opportunities to add substantial value. The evolving landscape of sales strategies, emphasizing outbound sales and agile methodologies. Benefits of small, specialized sales teams for productivity and morale. Transforming lead generation by moving clients from fear to curiosity within seconds during cold calls. Effective sales strategies emphasizing permission-based openers and confidence in outbound sales. Why the emergence of operating partners in private equity is essential for enhancing company performance. The necessity of balancing labor and valuing experienced talent in today's market. How trusted advisors and value articulation become vital in down markets. Importance of selling underlying technology rather than just products in the SaaS industry. The role of executive buy-in and structured sprints in applying agile frameworks to sales. How nurturing relationships over time is critical for long-term demand creation in outbound sales.   Gerry Hill on LinkedIn: https://uk.linkedin.com/in/beaccurate

J Francisco Escobar, who is President & Founder of JFE International Consultants, as well as COO of Lake House Partners, joins us today. He is a seasoned marketing professional who transitioned from finance to marketing during his time at Texas Instruments. His unique journey and extensive experience in managing budgets and procurement have made him an expert in balancing creativity with fiscal responsibility.   In this episode, we’ll explore the balance between creativity and budget constraints in marketing. We hear about his change from finance to marketing and the difficult decisions that need to be made when selecting agency partners. Francisco also brings valuable insights into the impact of AI on marketing and agency models.   Topics covered during this episode include: How J Francisco Escobar's finance background influenced his approach to marketing and procurement at Texas Instruments. How maintaining advertising and travel budgets during tough times can capitalize on market opportunities. Strategies for managing budgets and procurement within marketing communications. How J Francisco's diplomatic upbringing and teaching influences shaped his career. Why procurement plays a critical role in marketing and travel. Insights on choosing agency partners and the role of search consultancies. The pitfalls of search consultancies shifting focus to cost consulting. Practical tips for ensuring a fair and efficient agency selection process. The importance of genuine enthusiasm and thoroughness in agency presentations. How AI is disrupting traditional agency compensation models. Explanation of the four basic pricing models in procurement. How AI introduces tech fees as a new dimension in monetization strategies. The impact of AI on agency models and the potential for value-based pricing. Benefits of agencies adopting AI to stay relevant and attractive to talent. How agencies can leverage AI to blur lines between different marketing services. Why client-side experience is valuable for agency professionals.     J Francisco Escobar on LinkedIn: https://www.linkedin.com/in/jfeintl

Today we’re joined by Katy Howell, the founder of Immediate Future, which is a successful social media agency. She also has an intriguing background in science, having studied genetics and plant sciences. Katy transitioned from science to marketing, bringing an analytical perspective to her work. We’ll discuss her journey from science to social media success, the critical role of empathy in understanding buyers, and practical strategies for effective networking. Katy also shares tips on how you can stand out in the crowded B2B market through passion, expertise, and authentic connections. Topics covered during this episode include: Katy Howell's transition from science to founding a social media agency. Why adopting an empathetic approach is crucial in today's climate of personal challenges and burnout. How a more empathetic approach aids in understanding the psychographics of buyers. The importance of having an ideal customer profile (ICP) for effective communication. How genuine curiosity and meaningful conversations build lasting professional relationships. Katy's personal experience of being sober for 19 months and its impact on networking. Why engaging others with interest and embracing uniqueness enhances networking efforts. Practical advice for early-career professionals on participating in industry events. The value of attending events, joining communities, and prioritizing face-to-face interactions. Why maintaining and nurturing connections through follow-ups and personalized communication is essential. How leveraging expertise and demonstrating a unique personality differentiate agencies in a crowded market. Why it’s a good idea to involve the entire team in social media efforts. The importance of understanding the professional and personal drivers for buyer decisions. Katy's strategy of using knowledge sharing as a means to build trust. The role of thought leadership in building trust and influencing purchase decisions. The importance of personality and expertise in agency differentiation.   Katy Howell on LinkedIn: https://www.linkedin.com/in/katyhowell/

Craig Letton is the CEO of Hyble, a world-class marketing technology company that serves the alcohol industry. With over 11 years of experience in this role, Craig has a proven track record of scaling the business, expanding into new markets, and delivering innovative solutions for global clients. Craig's core competencies include new business development, strategy, marketing management, and negotiation. He has transformed Hyble from a family business into a software provider that is used by leading drinks brands and distributors in over 50 countries, such as Bacardi, Carlsberg, Campari, and Diageo. Under his leadership, Hyble has grown revenue 10X since 2017 and secured backing from the UK's most-active growth funding investor, BGF. Craig has recently re-located with his family from Scotland to Boston to build his business in the USA. Hyble is a marketing technology company focused on disrupting the global alcohol marketing industry. Their marketing technology platform delivers high-quality, customizable, compliant printed and digital marketing materials ordered on-demand for clients. In this episode, Craig guides us through the art of building trust and mastering enterprise sales. He shares his incredible journey from transforming his family’s digital print business into a global technology powerhouse. We discuss the critical elements of winning major B2B deals, the importance of emotional intelligence, and effective sales strategies like the Challenger sales approach. Craig also demonstrates how experience, innovation, and a relentless drive can help you win major RFPs and convince large corporations to embrace new technologies. Topics covered during this episode include: Why building trust in B2B relationships is always needed for long-term success. How personal vulnerabilities can foster mutual trust in business relationships. The importance of strategic pivots and innovation for business growth. The role of experience, innovation, and perseverance in winning major RFPs. Why emotional intelligence and empathy are key to successful sales negotiations. The effectiveness of the Challenger sales approach in engaging clients. How nurturing a few key relationships can lead to long-term, reliable partnerships. The significance of understanding a client’s core drivers and aligning solutions accordingly. Why a collaborative approach to problem solving strengthens business relationships. How preparation and rehearsing to perfection are essential for successful enterprise selling. The value of listening and high emotional intelligence in B2B sales conversations. How making emotional connections first and backing them with logic can close deals. The versatility of sales skills across various business aspects, including investor negotiations. The role of thorough research in aligning solutions with a client's culture and values. How focusing on unique solutions and unwavering commitment drives business vision.   Craig Letton on LinkedIn: https://www.linkedin.com/in/craigletton

Jeremy Smith, the Managing Director at 4C Associates, joins us in this episode. 4C Associates is a 120+ person European focused Commercial, Procurement and Supply Chain consultancy delivering sustainable impact in Retail & Consumer, Life Sciences, Public Sector and Financial Services. He has been with 4C for about 13 years, and has amassed another 10 years of procurement consultancy before this tenure. Backed by Jeremy’s decades of expertise, we explore effective methods for standing out in competitive markets, the importance of low-maintenance introductions, and the value of referrals. He explains exactly what procurement professionals look for when evaluating suppliers in RFP processes. Jeremy also provides insights into navigating procurement-led processes, the challenges of reverse auctions, and how to maintain engagement during periods of silence.  Topics covered during this episode include: Jeremy’s personal journey from a quantity surveyor to procurement expert. How procurement professionals evaluate suppliers in RFP processes. Balancing organizational knowledge with the risk of becoming complacent. Why communication is vital during procurement processes, especially when experiencing delays. How to maintain engagement and pressure after a two-week period of silence from potential clients. The importance of being selective and realistic with the three-question framework for qualifying opportunities. How suppliers should engage with procurement departments when selling marketing services. Why early, low-maintenance introductions and referrals are better than spammy outreach. Challenges of reverse auctions and how to avoid commoditization in procurement processes. How suppliers can differentiate their services early to avoid being commoditized. Usefulness of the Kraljic matrix in strategically positioning your company. Practical advice for smaller companies bidding for larger contracts. The significance of building relationships with procurement professionals while maintaining humility.   Jeremy Smith on LinkedIn: https://www.linkedin.com/in/jeremysmith27

Andy Griffiths is Associate Director, Client Growth at Space & Time, a leading independent agency specializing in growth marketing through media and tech. Space & Time has clients spanning across retail, property, food & drink, health, charity, finance, B2B, sport, leisure and tourism With Andy, we’re looking into the secrets to agency differentiation and mastering the art of intermediary relationships. We discuss how agencies can make a lasting impression during initial chemistry calls, the benefits and challenges of collaborating with intermediaries, and evolving strategies to stand out in a continuously crowded market. Topics covered during this episode include: Andy’s unique experience of recording a radio jingle in Uganda. How to recognize when an agency is ready for intermediary partnerships. Why the quality of feedback from intermediaries is crucial. The complexities and benefits of finding the right intermediary. Why maturity in current sales processes is important for intermediary success. How intermediaries provide qualified opportunities and structured pitch processes. The significance of building long-term relationships with intermediaries. Why regular communication with intermediaries keeps your agency front of mind. The potential red flags when choosing an intermediary. Using Pitch Positive Pledge to ensure fair and high-quality tender outcomes. The evolution of agency differentiation strategies over the past five years. Why commercial empathy and meaningful connections are essential during initial chemistry calls. The role of brand reputation and quality of client engagement in agency differentiation. The balance between technical expertise and presentation skills in client pitches. How authenticity and transparency from technical experts can create client empathy and trust. The importance of account management in translating technical knowledge into actionable client solutions. The balance between excellent service delivery and profitability in client retention and acquisition. The key pillars for evaluating new business opportunities.   Andy Griffiths on LinkedIn: https://uk.linkedin.com/in/andygriff 

Emma Thwaite, a seasoned expert in new business development and marketing, runs the consultancy Beckon and joins us this week. With 25 years of experience across large network agencies and independent creative firms, she specializes in drawing the right clients to agencies and supporting their growth. In this episode, we dig into the secrets of building long-term client relationships in B2B sales. We check out how to transform thin pipelines into rich opportunities and ways to craft value-driven communication. Emma shares her expertise on becoming a trusted partner, building impactful pitch teams, and creating meaningful, profitable relationships. Topics covered during this episode include: Why understanding ideal clients and effective communication are necessary before entering the pitch process. How Beckon focuses on drawing the right clients to agencies. Why nurturing relationships and maintaining engagement keeps agencies top of mind. Leveraging existing networks to transform thin pipelines into lucrative opportunities. Why cold calling and mass LinkedIn outreach are less effective than value-driven communication. Why pre-qualifying leads ensure meaningful and profitable relationships. Treating credential meetings as two-way streets to help gather insights into clients' needs. Why agencies should avoid bidding on projects without access to human decision makers. How offering valuable insights, even when declining to bid, fosters long-term relationships. Why trust within the pitch team and understanding the brief are critical for successful pitches. How a pitch lead should ensure every team member contributes effectively. Why clients seek hope and a better way forward during the pitch process. How creating compelling presentations involves focusing on how the team makes the client feel.   Emma Thwaite on LinkedIn: https://www.linkedin.com/in/emma-thwaite-3b26864/ 

Kevin Hopp is an outbound sales trainer and consultant that specializes at helping B2B companies build phone-focused outbound motions. He joins us for this episode to talk all about the world of modern cold calling. We debunk the myth that cold calling is obsolete and explore how generational differences shape sales strategies. Through live experiments and practical advice, Kevin and I demonstrate how even the most hesitant sales reps can transform cold calls into meaningful conversations. Also, we’ll emphasize the importance of building trust and using technology, such as dialers, to enhance productivity. Topics covered during this episode include: How generational differences impact cold calling strategies in B2B sales. Why younger sales reps face psychological barriers with direct phone interactions. A cold call experiment to demonstrate the effectiveness of modern techniques. How building genuine trust is crucial in cold calling and sales. Why moving beyond scripts and sales jargon fosters better communication with prospects. How pre-established contacts can give an edge in competitive bidding scenarios. Why maintaining a monosystematic list of callable numbers enhances cold calling efficiency. Why key metrics like connect rates and conversion rates are essential for success. How having a script helps maintain a linear progression during calls. Why asking specific questions about a prospect's business can reduce cold call anxiety. How engaging in purpose-driven, business-centric conversations can improve call effectiveness. Why following up and maintaining communication builds long-term trust. How modern technology can aid in making cold calling less daunting and more productive. Why shifting from an impersonal advertising approach to a business conversation is effective. How reducing pressure and focusing on booking follow-up conversations can lead to better outcomes. Why organizing contacts and using technology are critical steps in a structured cold calling process.   Kevin Hopp on LinkedIn: https://www.linkedin.com/in/khopp/