Coffee isn’t just for closers. 
Buyers can smell your commission breath.
Good salespeople don’t have all the answers. 

In this episode, John and Mark bring on voices from other sales and marketing experts in the professional services realm. Featuring clips from Blair Enns, David C. Baker, Jason Mlicki and Jeff McKay, this episode explores the importance of mindset in developing new business:

• The significance of habit-building and mastery of both marketing and sales
• Why it’s important to maintain a low self orientation and avoid selfishness
• The pitfalls of relying on RFPs and the benefits of a proactive strategy
• How to avoid slipping into a salesperson ‘alter ego’
• The impact of sleazy sales tactics on client relationships

Win Without Pitching: https://www.winwithoutpitching.com/
Punctuation: https://punctuation.com/
Rattleback: https://www.rattleback.com/
Prudent Pedal: https://www.prudentpedal.com/

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Believe it or not, lead generation can actually work. Even for accounting, AEC, or consulting firms. In this episode, John and Mark break down the importance of lead generation, exploring why firms need to take it seriously beyond just waiting for RFPs. They highlight various lead sources, compare inbound and outbound strategies, and discuss effective multi-channel approaches. In this conversation, you’ll learn:

• How we define a “lead” in the context of a professional services firm
• Why many expert firms don’t believe in generating leads
• The point in a firm’s growth cycle where firms explore lead generation
• Various sources that have contributed leads to both John and Mark’s businesses
• Examples of firms that are doing lead generation effectively today

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Get a behind-the-scenes look at Breaking BizDev.

In this episode, John and Mark pull back the curtain on the production process, the technology they utilize, and how they're building listener engagement. From their first episode to their vision for the future, you'll hear what has worked, what hasn't, and their plans moving forward.

0:00 Intro
1:50 Origin story
10:40 Listener shout outs
13:47 Top 3 episodes
21:24 Experiment recap
27:15 Future possibilities

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Leadership transition is a major brand milestone and a cultural crossroads.

So what role does sales and marketing play?

In this episode, John and Mark explore how sales and marketing both support succession planning and leadership transition. In this conversation, you'll learn:

• Why it's important to expose young team members to sales and marketing early in their careers
• How practice, failure, and learning play a pivotal role in developing the next generation's sales acumen and business skills.
• The impact of a firm’s marketing and branding strategy during leadership transitions
• Techniques for democratizing expertise within the firm to reduce over-reliance on individual leaders and shield the organization from turnover risks.
• The significance of systematizing the business development process 

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The role you play in developing new business changes as you grow throughout your career.

Whether you're a junior practitioner, mid-career professional, or seasoned industry veteran, this episode is for you. John and Mark explore how firm employees—regardless of tenure—can (and should) contribute to developing new business. In this conversation, we cover:

• The importance of research and being exposed to BD processes early in professionals' career
• Building peer-level relationships within client organizations for long-term success.
• Strategies for mid-career professionals to build their personal brands and engage in content creation.
• Mentoring the next generation by allowing them to learn through their own experiences and mistakes.

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Mitigate risk and navigate the contracting phase effortlessly

In Part 3 of this deep dive into the "Create, Choreograph, Contract" framework, John and Mark break down what happens between a verbal agreement and a signed contract. They look at the emotional and practical aspects of risk in decision-making processes, how both clients and consultants can manage and mitigate uncertainties, and how to handle other parties like legal and finance in the contracting phase. In this conversation, you'll learn:

• How to manage and mitigate risk without dropping price
• How to understand—rather than handle—objections 
• The importance of maintaining focus on results
• How to approach legal and accounting during contracting
• Negotiation strategies to anticipate potential issues and ensure progress

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Make your sales process look effortless and feel frictionless.

In Part 2 of their deep dive into the "Create, Choreograph, Contract" framework, Mark and John explore the importance of deliberate and structured interactions with buyers, like how mirroring and reflecting can establish trust, and how seeking permission at each step ensures both parties are aligned. In this conversation, you'll learn:

• The four essential stages of the sales process: qualification, discovery, recommendations, and negotiation, each with tailored strategies for success.
• The power of mirroring and reflecting through body language, words, and posture to create a comfortable rapport.
• How to use tactical empathy tools to foster open and vulnerable dialogue.
• The importance of synchronous conversations for avoiding misinterpretation and ensuring clarity.
• Techniques for managing negotiations through conversation, addressing red lines and understanding the reasons behind edits.

References:

• Understanding the Trust Equation, Charles H. Green
• Never Split the Difference, Chris Voss
• Permission Marketing, Seth Godin

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Yes, it is possible to get off the RFP hamster wheel. 

In Part 1 of their deep dive into the "Create, Choreograph, Contract" framework, John and Mark uncover the secrets behind creating the firm you want by breaking down different market segments, leveraging your network, and the power of proactive opportunity creation. In this conversation, you'll learn:

• The "iceberg" concept, which reveals a majority of potential clients are in the passive and status quo groups, offering hidden opportunities.
• How referrals from known individuals can accelerate trust-building and lead to quicker, more successful client acquisitions.
• Why developing account and segment development plans are crucial for gaining a deep understanding of clients and targeting new business.
• How proactive opportunity creation can reduce competitive pressure and lead to more fulfilling engagements.
• Using conferences as a prospecting example for targeted outreach to expand your network.

Stay tuned for Part 2 and 3 of this business development framework.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Is your BD process disorganized? Disjointed? Nonexistent? 

Consider using this 3-part framework to get your sales back on track. 

In this episode, Mark introduces his three-part business development framework, "Create, Choreograph, Contract", aimed to help doer-sellers and dedicated business developers create a cyclical process for winning new business. In this conversation, you'll learn:

• An overview of "Create, Choreograph, Contract"
• Why firms should consider creating their own new business
• The elements of a choreographed sales process
• The pitfalls to watch out for during contracting

Stay tuned for bonus episodes that go deeper into Create, Choreograph, and Contract.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

If you're an engineer, architect, advisor, or consultant, chances are at some point in your career you'll need to learn how to develop new business. 

On this episode, Mark explains how experts and firms can create a "sales competency matrix" that helps firms identify and then build competence in specific areas. He does this by mapping 6 sales competencies across 5 levels of master:

6 Sales Competencies:

1. Behaviors and Mindset
2. The Sales Process
3. Sales Planning
4. Practice, Industry, and Client Knowledge
5. Prospecting
6. Pricing and Value

5 Levels of Mastery:

1. 知る / To know of or to have heard the concepts
2. 分かる / To know and really understand the concepts
3. 出来る / To be able to do on your own very well
4. やりつける / To do continuously very well over time (and show improvement)
5. 教える / To be able to do and to teach it well to others

Read more in this blog post by Mark:
https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7