Higgle: The B2B Sales Club

Stephen Kenwright, the guest on this episode, is the Director of Strategy and Digital Marketing at Ride Shotgun and was a co-founder of the creative agency Rise at 7. With a rich background in digital marketing, Stephen brings valuable insights into business exit strategies and scaling up startups. His experiences in navigating management buyouts and leveraging innovative marketing philosophies has led to his expertise in maintaining a competitive edge in the market. We are brought through Stephen’s journey of co-founding Rise at 7 and navigating a management buyout in this episode, as he discusses the emotional and strategic layers involved. Stephen shares insights on avoiding pitfalls in business planning, the importance of shareholders' agreements, and strategies for rapid scaling. We also explore agency growth tactics, emphasizing creativity and distinctive messaging to stand out in a crowded marketplace. Topics covered during this episode include: * How Stephen co-founded Rise at & with an angel investor. * Why clear legal frameworks are crucial in navigating business growth and exit strategies. * How to balance leverage dynamics among board members during transitions. * Obstacles that Stephen hit upon his exit. * How strategic recruitment and onboarding can help scale a startup rapidly. * Why a mix of fresh graduates and experienced professionals is vital for talent pipelines. * How segmentation, targeting, and positioning differentiate an agency in the market. * Why leveraging creativity and distinctive messaging helps agencies stand out. * Why maintaining a social media presence is crucial for agencies to remain top of mind. * How being "partially famous" helps agencies attract potential clients actively seeking solutions. * How embracing digital transformation can enhance operational efficiency and client engagement. * Why fostering a culture of continuous learning and innovation keeps businesses competitive. * How aligning corporate social responsibility with brand values can strengthen client relationships. * Why data-driven decision-making is vital for optimizing marketing strategies. * Why having a strong co-founder relationship and future planning eases day-to-day business decisions.   Stephen Kenwright on LinkedIn: https://www.linkedin.com/in/stephen-kenwright/ [https://www.linkedin.com/in/stephen-kenwright/]

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

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

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

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