Higgle: The B2B Sales Club

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 [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 [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/ [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 [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 [https://www.linkedin.com/in/thesaleswhisperer]