Higgle: The B2B Sales Club

Ted McKenna is a co-founder of DCM Insights and a co-author of the book The JOLT Effect. With a background in research and sales effectiveness, he specializes in B2B sales strategies and customer indecision. His expertise at DCM is built on the analysis of 2.5 million sales conversations, providing insights into the psychology of buying and the dynamics of trust in sales. In this episode, we're discussing how sales teams can overcome buyer indecision and fears to close more deals. As AI reshapes the sales landscape, we're examining strategies to build authentic relationships and become the trusted allies that buyers need in the modern marketplace. Topics covered during this episode include: Why understanding buyer psychology is crucial in overcoming sales indecision. How 2.5 million sales conversations have revealed key strategies for guiding buyers. Why AI and machine learning are reshaping sales strategy, despite skepticism. How to maintain authenticity in sales relationships amid technological advancements. Why the activator archetype is becoming the new beacon of sales success and what exactly it is. How professional service providers can adapt to evolving buyer behaviors. Why addressing fears of failure is essential in unlocking stalled sales deals. How omission bias affects buyer decisions and the role of the JOLT method. Why building a network is crucial for modern B2B sales professionals. How the landscape of professional services is changing due to buyer empowerment. Why trust dynamics between buyers and sellers have evolved and how to adapt. How to use LinkedIn and other resources to enhance B2B sales techniques. Why indecision in buyers has become more prevalent and how to tackle it. Ted McKenna on LinkedIn: https://www.linkedin.com/in/ted-mckenna

Richard Boon is CEO at Webmart, an award-winning B Corp. Richard is a sustainable marketing leader with over 18 years of experience in working with globally recognised brands. Richard has led contract pitches and built bid teams to achieve recurring success in Marketing procurement. Leaning on transparency, challenger sale and implementation of continual improvement cycles, Richard has evolved Webmart from a radical outsider to an established and compelling choice. Alongside Richard, we're discussing everything from the evolution of sales pitches to integrating sustainability and technology for better business outcomes. We also dissect the Challenger Sale methodology and share strategies for crafting a winning sales team and improving commercial results. Also, we’ll explore innovative techniques to revolutionise client relationships and transform sales approaches. Topics covered during this episode include: How Richard's early experience in a Dragon's Den competition shaped his sales expertise. Why a structured approach to pitches, including a bid library and test-and-learn cycles, is crucial. What challenges businesses face when engaging with procurement for the first time. How the evolution of the pitch process impacts sales and marketing strategies. Why sustainability and technology are key differentiators in today's competitive market. How a marketing director's bold repositioning move can improve win rates and brand identity. What the Challenger Sale methodology entails for transforming sales teams into consultants. How credibility and risk management build trust and foster long-lasting client partnerships. Why reflecting on lost bids is a valuable strategy for continuous sales improvement. How to prepare for negotiations, understand KPIs, and recognise when to step back. Why adopting a sports psychology mindset can benefit sales performance analysis. How a consultative approach meets the contemporary needs of clients. What practical steps Richard suggests for enhancing commercial sales outcomes. Why walking away from a deal with confidence can lead to better negotiation power. How education, rather than threats, can be a more powerful negotiation technique. Why workshopping, role-play, and feedback are essential for adopting the Challenger Sale style. Richard Boon on LinkedIn: https://www.linkedin.com/in/richardboon/

Miles Welch is a Partner with Milestone Advisory, a leading advisory firm specialising in growth, fundraising, and M&A for the marketing and related tech sectors. Miles is recognized for his innovative thinking and expertise in digital advertising. As an advisor, he aids agencies in differentiation, growth, and negotiation, ensuring their success in a competitive market. Alongside Miles, we’ll dissect the intricacies of agency differentiation and share powerful strategies for winning business contracts. Miles also talks about transitioning from cancer research to advertising, crafting unique value propositions, and negotiating effectively to secure and retain clients. We also explore the optimal timing for agencies to enhance a company's value for potential sales. Topics covered during this episode include: Why diverse experiences contribute to professional expertise, especially in agency differentiation. How to craft a unique value proposition that resonates with clients. Why winning RFP responses and skilled negotiation are critical in agency sales. How early relationship building can prevent common traps in the RFP process. Why understanding a client's objectives leads to successful negotiation and flexible deal structuring. How agencies align client retention strategies with growth objectives. Ways agencies can enrich the value of a business before market entry. How work-life balance translates into professional success. How to showcase distinctiveness through a clear growth plan and solid sales/marketing engine. Why agencies must avoid the common pitfall of failing to qualify out unfavorable leads. Why it is important to extend client relationships beyond service delivery. How to prepare for and execute effective negotiation strategies in business deals. The advantages of setting desirable and least acceptable outcomes in contract variables. How agencies can help businesses enhance their value ahead of a potential sale. Miles Welch on LinkedIn: https://www.linkedin.com/in/mileswelch/

Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment. Given his broad perspective and depth of experience, Allen is able to help clients see and seize opportunities before the competition, activating solutions that enable them to shift ahead of the market, generating long-term value and increased brand equity. He and his teams help clients identify what truly matters to the audiences they serve – what is relevant to them – and deliver on it brilliantly. Allen's newest book, Seeing the How: Achieving Market Advantage by Transforming the Stuff We Do, Not the Stuff We Buy, published in May 2023, focuses on the consumer experience as a competitive advantage, and how this change in perspective has allowed companies to achieve dramatic growth and categorical leadership. The book’s driving idea was sparked by Allen's recognition that experience transformation has been fast outpacing product transformation as a winning and sustainable marketing strategy. His previous books, BrandSimple, BrandDigital, The Edge: 50 Tips from Brands that Lead and, Shift Ahead, are used as textbooks in higher education business programs across the country. Allen’s multifaceted knowledge of all things brand and branding is the result of having worked on both the agency side of the business, and the client side. He spent the earliest part of his career as a marketing executive in packaged goods, at Unilever, one of the world’s largest consumer goods companies, where he oversaw a broad range of consumer products. He is proud to acknowledge that he spent a lot of his early business life in supermarket aisles, perusing one aisle or another in order to gain an understanding of the consumers’ outlook– and that of his brands’ competitors. On the agency side, Allen held senior management positions at iconic advertising firms, including Ogilvy & Mather and DMB&B, before arriving at Landor Associates, a full-spectrum brand consultancy dealing with brand development and the myriad factors that makes one brand more successful than another. He eventually rose to the position of Chairman. Under his leadership, the company partnered with a variety of global brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, P&G, Sony, and Verizon. Additionally, he guided non-profit organizations, including the 9/11 Memorial and Museum, the Central Park Conservancy, and the Council on Foreign Relations, among others. For the past several years, Allen has been an Adjunct Professor and frequent guest lecturer at New York University's Stern School of Business, and the Samuel Curtis Johnson Graduate School of Management at Cornell University, where he lectures on the significant and numerous challenges brands are confronting - and overcoming - in a fast-changing marketplace. He also serves as the brand expert-in-residence at the Berkley Center for Entrepreneurship at NYU Stern, working with student entrepreneurs from across NYU to help them develop and execute their brand “story,” providing guidance on the many aspects required to launch successful brands. Given the depth and breadth of his expertise - his perspective of brands from both an academic and a long-standing practitioner’s point of view – Allen has been called on as an expert witness for companies across a number of industries involved in litigation over the protection of their brand assets, the distinguishing characteristics that differentiate one brand from another. His multidimensional experience makes him unparalleled in his ability to offer valuable insight to those defending brands that have come under competitive threat and encroachment of these assets.  A sought-after industry commentator, Allen has appeared on ABC News, NBC's Today Show, CNBC's Squawk Box and Closing Bell, and Fox Business Network. He is often quoted in publications including The New York Times, the Wall Street Journal, Advertising Age, the Washington Post, and Forbes. He also regularly writes a column on current branding topics. He speaks on branding for a range of professional organizations, corporate events, and industry conferences. Allen is Co-Founder and Managing Partner of Metaforce (www.metaforce.com), a disruptive marketing and brand consultancy which, unlike traditional firms, takes a multi-disciplinary channel-agnostic approach to marketing challenges. It was created to help leaders understand all the forces at work inside and outside their businesses to identify strategies yielding the highest returns. Once determining the best strategy, Metaforce's consortium of partners, each industry expert in their field, pivots to help clients brilliantly act on and execute customer experiences in the market. Metaforce combines the best aspects of brand management, strategy, and experience consultancies to deliver solutions that ensure its clients shift ahead of the dramatic marketplace changes to meet fast-evolving customer needs. Allen received his B.S. from the S.I. Newhouse School of Public Communications at Syracuse University, and an MBA from New York University's Stern School of Business. We’re speaking with Allen today about the art of pitching and how storytelling, preparation, and agency-client synergy can secure deals. We are treated to his valuable insights from his diverse experiences in filmmaking, advertising, and working with Unilever. He explains the importance of a polished pitch and how a cinematic approach to presenting can captivate clients. We’ll also discuss strategies for differentiation in pitches, the magic of engaging presentations, and the evolving landscape of marketing agencies and client relationships. Looking towards the future, we examine how to navigate the changes with a focus on team chemistry and tailored client strategies. Topics covered during this episode include: Why preparation and rehearsal are critical for a compelling presentation. The role that having a creative idea plays in differentiating agency pitches. How emotional engagement and surprise factor into crafting an unforgettable pitch. Why team chemistry is essential for a successful pitch. How to navigate the dynamic relationship between agencies and clients. What strategies secure long-term client-agency partnerships. Some personal stores that illustrate the importance of synergy in pitches. What future disruptions in marketing might impact agency-client relations. How thought leadership and authoring a book can enhance your professional status. Why meticulous focus and editing are necessary for pitch presentations. More tips about how agencies can differentiate themselves to stand out to prospects. What interactive strategies can make pitch meetings memorable for clients. How to effectively personalize team introductions during pitches. Why team dynamics during pitches should be likened to casting for a Broadway show. What upcoming challenges traditional marketing agencies may face. How freelancers are increasingly filling expertise gaps in agency pitches. Why it's crucial to tailor strategies to the client’s specific needs during pitches. How to create a winning pitch by balancing standout ideas with thorough RFP responses. Why it's beneficial to engage clients in workshops before pitching to them. Allen Adamson on LinkedIn: https://www.linkedin.com/in/allenadamson

Stephen Cribbett, co-founder of Versiti, is a seasoned expert in business development and crafting winning business proposals. His background includes work with design and brand agencies, utilizing a consultative and listening-oriented approach to sales. This week we’re diving into the strategies that set apart successful business proposals, along with how to secure wins in a competitive market. We also hear about how Stephen’s love for motorsport translates into the precision and strategic thinking needed in sales. We’ll even unpack the challenges small agencies face and the tactics they can utilize to outpace industry giants in the race to secure big projects. Topics covered during this episode include: Why a consultative, listening-oriented approach can dramatically improve sales outcomes. How understanding client needs aligns with crafting successful business proposals. Why comparing racing precision to sales strategy offers valuable business insights. How smaller agencies can compete with larger firms using academic insights. Why specialized knowledge can transform an agency's pitch from forgettable to front-runner. How a “shall we bid” matrix helps agencies make rational decisions on project pursuits. Why answering every question thoughtfully on tender documents is crucial for success. How specialized expertise leads to winning high-profile projects without pitching. How proactively addressing client issues positions an agency ahead of the competition. Why using workflow management tools like Monday.com is important for organizing proposal efforts. How agencies can demonstrate value even when previous client work is confidential. Why recruiting team members with relevant experience can maximize success in winning new business. How mindset shifts and rigorous proposal processes improve an agency's win ratios. Stephen Cribbett on LinkedIn: https://www.linkedin.com/in/scribbett/

Jonathan McCallum joined George P. Johnson UK, over seven years ago as Vice President, Chief Strategy Officer and was promoted in 2021 to Managing Director UK & Nordics. With his experience rooted in strategy, Jonathan McCallum leads the agency’s approach to strategy fueled experience design and underpins the importance of being client-centric. Building on the momentum the agency had seen, in 2022 Jonathan led the UK team to achieve significant growth despite the turbulent industry landscape; opening new offices across the globe, doubling in size and welcoming new global partners. His work spans across GPJ’s client portfolio, overseeing teams like Cisco, IBM, DP World, Booking.com, Workday, Envestnet, and Equinor. Jonathan continues to help GPJ evolve and push new approaches to creating environments and experiences in physical, as well as digital, spaces; informing and inspiring the solutions to positively influence the success of clients. In this episode, Jonathan helps us explore the intricacies of B2B sales success, particularly how procurement strategies and relationship building influence winning business pitches. Jonathan shares his insights on the significance of procurement teams and the power of pre-existing connections in closing deals. We’ll also discuss the evolution of procurement technologies and their impact on client-agency dynamics. Topics covered during this episode include: Why understanding client motivations and procurement objectives is vital in the pitch process. How a competitive spirit in sports parallels strategic business moves for commercial success. Why over 70% of business pitch victories are linked to pre-existing client relationships. More advantages of having prior engagement with clients in business pitches. Why nurturing procurement relationships is essential, even outside the standard RFP process. How quality quarterly business reviews and service level agreements impact client satisfaction. Why automated RFP processes can limit the development of client-agency relationships. How artificial intelligence might influence future procurement strategies and agency dynamics. Why focusing on pitch wins rather than losses can improve commercial success rates. How agency dynamics and client selection criteria contribute to successful business pitches. Why agencies should be selective in bid qualification to increase win percentages. How relationship-building with procurement teams can lead to contract extensions. Why understanding pricing and client perspectives is crucial for agencies in pitches. How AI may assist in providing insights, but cannot replace creativity or relationship-building. Jonathan McCallum on LinkedIn: https://www.linkedin.com/in/jonathan-mccallum-8a76bb2/

Emma, the Chief Creative Officer at Edelman UK, joins us this week. With a diverse background that spans brand advertising, direct, and digital, Emma began her career as a PA before transitioning into a leading creative role. At Edelman, she is responsible for all of the creative output of the business. In this episode, Emma explains all about creativity in business. We learn about the unique path her career has evolved on, and tackle the challenge of preserving creativity in corporate negotiations. We also explore how to value creative outcomes over time, involving creatives in financial decisions, and crafting success through creative financial innovation. Topics covered during this episode include: Why flexibility is crucial in procurement processes to foster creativity. What differences Emma sees between buying an undefined creative process and a known creative product. Why Emma argues against the traditional model of billing by the hour for creative services. “Thin slicing” and its importance in rapid decision-making in creativity. More on why outcome-based engagement is more beneficial than time-based billing. How the “bed, bath, or bus” concept relates to creativity and billing. How involving creatives in financial discussions benefits the creative agency-client relationship. The consequences of separating creative teams from media and strategy teams. How Emma's role at Edelman demonstrates an integrated team approach to creativity in business. Why experience is crucial for quick and effective problem solving in creative industries. How Emma's background contributes to her understanding of the creative and commercial balance. The challenges of aligning the best creative solutions with agency profitability. How Emma's insights reflect on the adaptability of the creative process to financial constraints. Emma de la Fosse on LinkedIn: https://uk.linkedin.com/in/emmadelafosse

Experience the future of sales and marketing with our latest guest, Trenton Moss, founder of Team Sterka. With his finger on the pulse of technology's impact on business, Trenton provides a unique perspective on how emotional intelligence and people skills can streamline decision-making and lead to business growth. Drawing on his 15 years of experience running his own agency, Trenton and I examine the current state of the pitch process, the obstacles of procurement, and how his agency experienced a 35% growth through a client leadership program. Topics covered during this episode include: Why involving everyone in the process of growing accounts in an agency setting is crucial. The inherent limitations of the traditional pitch process in the advertising industry. Why the skills required to win a pitch are different from those needed to deliver work. The challenges faced in procurement within the marketing and advertising world. How artificial intelligence can revolutionize the traditional RFP process. The predicted impact of technology, especially AI, on the sales and marketing process. How agencies can secure big brand clients without pitching by creating exclusive communities. Why authenticity and emotional intelligence are essential in client development within the B2B sales industry. The concept of "winning without pitching." How a unique selling point can help agencies win pitches. The importance of differentiating your agency at its core to stand out in a saturated market. Why client development programs are great for developing necessary skills. How technology is predicted to disrupt and change the agency world at a rapid pace. The role of bravery and authenticity in standing out in the B2B sales industry. How creating a unique proposition can lead to significant success for agencies. Developing client leadership skills to achieve agency success. The potential for a socialist structure in the agency world. Trenton Moss on LinkedIn: https://www.linkedin.com/in/trentonmoss/

Avivah Wittenberg-Cox is CEO, writer, speaker, coach, consultant, change agent – depending on the call and the context. She is a global expert on 21st century leadership, gender and generational balance, longevity and the future of work and careers. She is a Harvard 2022 Advanced Leadership Fellow and is helping individuals and organisations manage the transitions and extensions of the 2nd and 3rd Quarters of 100-year lives. Themes summarised in her latest graphic book Thriving to 100 – Through Life’s 4 Quarters. She is an Ambassador for the Stanford Center on Longevity, and the Global Peter Drucker Forum, and sits on the Boards of the National Innovation Centre on Ageing (NICA) and the Chartered Management Institute’s ‘Everyone Economy’ Board. She is also an Adjunct Professor at DePaul University in Chicago. In 2023, Avivah was inducted into the Thinkers50 Hall of Fame. As the CEO of 20-first, Avivah works with organisations focused on capturing the competitive advantages of the future of work and the impacts of changing demographic trends on talent and markets. Author of WHY Women Mean Business (Wiley), and 7 Steps to Leading a Gender-Balanced Business (HBR), she is also a regular contributor to Harvard Business Review and Forbes, as well as a sought-after speaker with three TEDx talks. Avivah was given a Lifetime Achievement Award for Gender Balanced Leadership by PWN Global, was named one of the world’s 40 Most Inspiring Women Over 40 and was recently featured in a Financial Times article on how women are changing the future of management. In her own 1st and 2nd Quarters of life, Avivah grew up in Canada, attended the University of Toronto as a joint Computer Science/ Comparative Literature major, went to Paris for a year and stayed for 30, completing an MBA at INSEAD along the way. Avivah holds 3 passports (CDN, F, CH), lives in London with her sculptor/ magistrate husband and visits her two grown, gender-balanced children, a son and daughter based in Dakar and New York. She is tracking her own path through her 60s and all things longevity in a weekly newsletter called elderberries. In this episode, Avivah takes us into the world of generational balancing. She explains the complex dynamics of demographic change, the unique attributes of people throughout different quarters of their lives, and the profound impact of longevity on businesses and economies. Avivah emphasizes the importance of breaking down stereotypes between employers and older workers along with confronting ageism. This episode highlights the significance of adapting to the Q3 generation's needs for businesses to thrive in today's dynamic landscape. Topics covered during this episode include: Why it's important to understand demographic change. The Q3 generation and the impact of living longer lives on businesses and economies. The difference in negotiating strategies that differentiate Q2 from Q3 individuals. Why the demographic shift of the number of older individuals being on par with younger ones is significant. How the future of aging and the role of intergenerational engagement is evolving. Why preventive care is crucial in an aging world. How stereotypes and misconceptions between employers and older workers can be broken down. The potential role of AI in performance evaluation. How the world is designed for Q2 individuals and the need for this to change. The importance of gender and generational balance in businesses. The impact of an aging population on consumer buying decisions. Why the benefits of gender and generational balance can give businesses a competitive advantage. How life expectancy varies across different populations and countries. Why it's necessary for organizations to engage with the older workforce. The issue of ageism and how it can be addressed effectively. How AI can help potentially save us from ageism. The importance of individuals being adaptable and lifelong learners in an aging population. How Q3 individuals can prove their value to employers through demonstrating learnability, curiosity, growth mindset, and tech skills. Avivah Wittenberg-Cox on LinkedIn: https://www.linkedin.com/in/avivahwittenbergcox/

Today we’re welcoming Kevin Gibbons, the founder of Re:signal, a strategy-driven SEO and content marketing agency in London. His company works with clients such as Asics and Under Armour, and has just recently launched its US operations. Kevin shares his journey from being a reluctant salesperson to an overwhelmingly successful entrepreneur and offers insights on his agency's growth. We’ll explore the nuances of maximizing sales win rates, the art of negotiation, and the significance of empathy in the sales process. Kevin gives an inside look at selling SEO services, revealing the importance of understanding the objectives of the client. Topics covered during this episode include: How to maximize sales win rates in the B2B industry. Why the power of empathy is critical in securing larger clients. Pre-qualifying opportunities to increase win rates. Why understanding the brief and objectives is crucial in pricing and selling SEO services. How to offer flexible pricing options based on the value delivered. Why understanding procurement and effective negotiation is essential. How to revive large deals using effective negotiation tactics. Why preparing in advance for negotiations is so important. How to avoid quickly discounting prices without any exchange. The usefulness of having procurement experience in negotiations. How to reach a mutually beneficial agreement by looking at things from the clients’ side of the table. Why pre-qualification is an essential tool in maximizing sales win rates. How to use a discovery template to build out a sales capability. How to trade, rather than discount, during negotiations. Why procurement should view investments with a return rather than focusing on cost reduction. Kevin Gibbons on LinkedIn: https://uk.linkedin.com/in/kevingibbons