Higgle: The B2B Sales Club

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

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

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

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

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

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

How did this marketing agency transform its approach to become a leading expert in the engineering and manufacturing sector during the pandemic? In this episode we’re welcoming Rob Dando, MD & Co-Founder of FINALLY Agency, to get insights from his fascinating journey that took him from web development to becoming a leading figure in niche marketing for engineering and manufacturing. We explore how FINALLY Agency's strategic pivot during the COVID-19 pandemic allowed them to leverage Rob's technical background and family connections to become trusted advisors within their niche. Through his impactful stories, Rob emphasizes the importance of aligning personal interests with business strategies, and the critical role that genuine relationships play in business success. As we get into the intricacies of niche marketing, Rob shares innovative tactics like transforming trade show booths into eye-catching bars to spark curiosity among attendees. He discusses the strategic use of LinkedIn to connect with the UK manufacturing industry, as well as the power of speaking at industry events to build brand authority. We also touch on the importance of balancing traditional methods with digital strategies, particularly in family-owned engineering businesses transitioning to new leadership. Rob also underscores the significance of authenticity and trust, drawing on timeless wisdom from his 99-year-old grandfather that "people buy from people." Topics covered during this episode include: How Rob transitioned from a web developer to a marketing expert in engineering.How FINALLY Agency's strategic pivot during the pandemic enhanced its reputation in the engineering sector.Why building trust and crafting strategies are crucial in niche marketing for engineering.How trade shows and LinkedIn have been incredibly valuable for Rob’s business.Why genuine relationships and understanding technical needs are vital for client retention.Why balancing traditional methods with digital strategies is essential for growth, especially in family-owned businesses.How strategic changes, like simply updating a LinkedIn profile, can aid in niching and personal branding.Deciding where to put your budget in the context of trade shows.Why it's important to focus on a niche market while remaining open to aligned opportunities.How long it took FINALLY Agency to get their first inbound lead and what it demonstrates.Why Rob believes niching is now essential, not just a “nice to have.” Harness the power of niching down for business success and learn the art of building genuine relationships in this compelling episode! Rob Dando on LinkedIn: https://www.linkedin.com/in/robertdando/

How did a mere £500 and a unique perspective lead to a groundbreaking influencer marketing agency? In this first of two parts, we’re welcoming Jennifer Quigley-Jones, the founder and CEO of Digital Voices. She takes us through her incredible journey from working on refugee economic integration to establishing a thriving agency with just £500. We examine the world of influencer marketing, examining its evolution and how it has become an essential part of brand strategies, particularly for major players that work with Jennifer such as Unilever, PepsiCo, and Adobe. Jennifer shares how influencers are pivotal in creating genuine, hyper-local connections that resonate with modern consumers, transforming traditional marketing channels. We also explore the intricacies of Jennifer's business model, which is focused on delivering guaranteed results and ensuring client satisfaction. From landing Rolls-Royce as a client to navigating the challenges of the COVID-19 pandemic, she opens up about the trials and triumphs of growing an agency from the ground up. She shares her insights on innovation, thought leadership, and the importance of transparent communication in building lasting client relationships. Topics covered during this episode include: Why influencer marketing is becoming a significant part of brand strategies, proven by Jennifer’s clients.How authenticity and human connection drive consumer engagement in modern marketing.Why Jennifer emphasizes a results-driven business model by prioritizing client satisfaction.How landing Rolls-Royce as a client marked a breakthrough in Jennifer's journey.Why traditional agency norms are challenged by Jennifer's approach, which guarantees results.How Jennifer's agency leverages transparent communication to build trust with clients.Why the US market is considered open and welcoming to new agencies like Jennifer's.How COVID-19 impacted agency growth and accelerated changes in the marketing landscape.How Jennifer uses innovation and entrepreneurship inspired by diverse fields to drive success.Why sharing challenges and fostering genuine connections leads to sustained business success. Discover the transformative power of influencer marketing and entrepreneurial resilience by checking out this insightful episode now! Digital Voices: https://www.digitalvoices.com/ Jennifer on LinkedIn: https://www.linkedin.com/in/jennifer-quigley-jones/ Jennifer on Instagram: https://www.instagram.com/jenqj/ Jennifer on TikTok: https://www.tiktok.com/@j.quigleyjones

What if you could scale your sales pipeline with minimal staff and maximum efficiency using AI? I sit down with tech sales expert Frank Sondors this week to explore how AI and lean teams are reshaping the B2B sales landscape. Frank, with his extensive background at Google and various B2B SaaS companies, shares his journey of building efficient sales pipelines without the traditional large sales teams. He challenges the old-school sales model that equates success with team size and reveals how he scaled his company, Salesforge, to $3 million ARR in just 11 months. We dig into the nitty-gritty of scaling a business with minimal staffing, discussing the strategic use of AI agents and an innovative “traffic light” system for performance evaluation. Frank reveals the secrets behind how he scored 100 meetings a week while leveraging every available channel to create a robust growth strategy. Our conversation highlights the power of SEO, AI-generated content, and personalized messaging in outbound sales. We wrap up with three potent paths for business growth, advocating for a blended approach that maximizes the strengths of AI, self-management, and strategic partnerships. Topics covered during this episode include: Why traditional sales models equating success with team size are challenged by Frank.How Frank scaled to $3 million ARR in 11 months and now sits at about 40 employees.Why a culturally diverse workforce and AI agents are crucial for efficiency and growth.How the “traffic light” system can be used for performance evaluation in fast-paced environments.Why agencies are preferred over individual hiring for specialized tasks to maintain profitability.How first impressions in B2B sales can be influenced by website aesthetics.How Frank managed to get 100 meetings weekly using channels like LinkedIn.Why SEO, AI-generated content, and personalized messaging revolutionize outbound sales.How an AI sales development representative is redefining the sales landscape at Salesforge.How a four-pillar framework can assess employee performance in sales teams.Why maintaining productivity in a rapidly growing business is vital.How a company's strategic product strategy can unlock more revenue. Discover cutting-edge strategies to revolutionize your B2B sales with AI and lean teams by tuning into this transformative episode with an outstanding scaling expert! Frank Sondors on LinkedIn: https://uk.linkedin.com/in/franksondors

Could the evolving landscape of marketing procurement be the key to mastering the new frontier in sales? We’re welcoming back Jon Peppiatt today, former Chairman at BBH London, for the second of a two-part episode. We explore the intricacies of AI-enabled service delivery, plus innovative pricing models that align with both agency and client goals. Jon sheds light on the historical challenges and successes of performance-related pay models and explains the bravery required in financial negotiations. We also emphasize the importance of crafting compelling commercial narratives that highlight the mutual benefits in agency-client relationships. Later, we turn our focus to the evolving landscape of agency models and procurement. We contrast the strengths of large networks against independent agencies, and the strategic choices involved in content distribution across diverse channels. Our discussion of agency leadership dynamics and the significance of the freelance model reveals the importance of aligning agency values with employee expectations. Topics covered during this episode include: How innovative pricing models can align agency objectives with client goals in B2B sales.Why performance-related pay models face challenges despite their potential benefits.AI-enabled service delivery and how it is reshaping agency pricing structures.Why agencies must tell compelling narratives to demonstrate their value.How modern marketing procurement requires strategic content distribution across multiple channels.Why the role of pitch consultants is growing in helping clients navigate agency landscapes.How agencies can benefit from integrating services within large companies.Why the freelance model is becoming more and more popular in agency operations.How fostering an inclusive culture can enhance business success for agencies.Why bringing CEOs from adjacent industries can offer fresh perspectives in agency leadership.Why agencies need a proactive talent strategy to retain and nurture future leaders. Elevate your approach to agency management and client relations by exploring the cutting-edge insights shared in this episode! Jon Peppiatt on LinkedIn: https://uk.linkedin.com/in/jon-peppiatt

Get ready to learn the 5 transformative principles that can elevate your B2B sales performance to new heights! Harry Kendlbacher, CEO & Managing Partner of Global Performance Group, has a wealth of experience and innovative strategies to enhance B2B sales, especially in unpredictable economic climates. Together in this episode, we explore the nuances of decision-making in sales, emphasizing the hidden costs of inaction. Harry reveals the 5 principles that he has directly seen increase win rates, providing a fresh perspective on what it truly means to drive high performance in sales. Continuing on, we further uncover the art of crafting effective B2B sales strategies and negotiation skills. Harry and I dissect the critical elements of deal qualification, along with the importance of aligning with an ideal customer profile. We challenge the myth that negotiation is merely a final step, showcasing that early strategic agreements can significantly boost win rates. Our conversation then shifts towards transforming sales tactics into strategic client engagements, stressing the importance of urgency and understanding decision making drivers. Harry also shares valuable insights on mentoring salespeople in the world of remote work. Topics covered during this episode include: Why addressing the cost of inaction is crucial in boosting sales cycles.How effective deal qualification should align with the ideal customer profile.Why negotiation should not be viewed as just the final step of the sales process.How key agreements can transform sales processes from robotic routines to strategic engagements.Why sales teams should focus on understanding what really drives decision making.How mentoring salespeople in a remote-first environment can enhance their competence and confidence.Why practicing negotiation skills is vital for building salespeople's effectiveness.How the Kraljic matrix can help in understanding supplier positions during negotiations.Why moving beyond traditional sales methods is essential for sales success today.Why avoiding premature problem-solving can lead to richer client discussions. Don’t miss the secrets shared in this episode on how to drastically increase your win rates! Harry Kendlbacher on LinkedIn: https://www.linkedin.com/in/harry-kendlbacher-77a9659/

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