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.

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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

Understand your buyers. Win more business.

That's what an Ideal Client Profile (ICP) helps you do. 

In today's episode, John and Mark explore why understanding your ideal client profile is essential for aligning your sales and marketing efforts, and offer examples of how to apply your ideal client profile (ICP) in business development activities.

On this episode, we'll explore:
 
00:00 What is an ideal client profile? 
04:57 The four quadrants of an ICP
08:20 Sources of primary data
12:18 Different ICPs for various company roles
14:26 Using ICP to qualify leads and opportunities
15:40 Email segmentation based on ICP.
16:47 Use ICP to refine service offerings.

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

Why do we always cheer for the underdog? Think about your favorite underdog story. Chances are, you want to see David beat out Goliath. 

Well, the same thing that gets you to root for Rudy or the Bad News Bears is the same thing that's killing your firm... 

In this episode, John and Mark break down "the underdog effect" and how it can cause you to chase after projects you have only a slim chance to win, wasting valuable time that could be better spent elsewhere.

This episode originated as an article by Mark. Check it out on his website:
https://www.wainwrightinsight.com/the-underdog-effect-is-killing-your-business/

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

Your revenue projections are your firm's crystal ball. 

If your backlog, pipeline, and projections are organized, it can position your firm in a way to do healthy, proactive marketing to win highly profitable work.

In this episode, John and Mark break it all down:

• How marketing can make both a short- and long-term pipeline impact
• How marketing's goal should be different for active, passive, and future buyers
• How niche specialization can lead to higher margins
• How revenue projections can impact recruiting and resource allocation
• The concept of splitting the funnel into vertical segments
• Why you should over-invest in marketing for new or emerging verticals

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

Midway through your fiscal year, any business is faced with one of three revenue pacing scenarios:

1. You’re exceeding expectations
2. You’re exactly where you thought you’d be
3. You’re not meeting original revenue targets 

On this episode, Mark breaks down different ways to set revenue goals (revenue per employee, calculating potential revenue, and using a net multiplier) and how to factor in weight based on deal stage and opportunity age into the equation. 

Then, we lay out an example that illustrates when it may be more beneficial to focus on developing your existing pipeline than creating new opportunities. 

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

CRM platforms like Salesforce and HubSpot were designed to sell SaaS products. Not professional services.

And yet you find yourself face-to-face with a tech salesperson who presents a glimmer of hope: with a new CRM system, you'll grow revenue, your team will be rowing in the same direction, and you'll close deals faster. 

The reality? You're left with bloated operating expenses and sales pros who don't want (or know how) to use it.

On this episode of Breaking BizDev, Mark explains why CRMs absolutely SUCK at relationship management, and what you can do about it.

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

Your decisions are influenced by natural psychological forces. 

Whether that's deciding on which coffee size to select, or which firm to work with... cognitive bias is at play.

On this episode of Breaking BizDev, John and Mark share 7 cognitive biases that shape new business development, and share how you can use them to help buyers make better, more informed decisions:

1. Anchoring
2. Messenger Effect
3. Loss Aversion
4. Social Proof
5. Decoy effect
6. Pain of paying
7. Optimism Bias

Here are some additional resources mentioned on this episode:

• Daniel Kahneman and his book Thinking, Fast and Slow.
• The team at The Decision Lab and their extensive library of cognitive biases, heuristics, and insights.
• Melina Palmer the host of The Brainy Business podcast and consultancy.
• Katelyn Bourgoin 🧠 author of the Why We Buy newsletter and nearly endless other bits of wisdom.

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