Discover the art of being utterly indistinguishable from your competition.

In this episode, John and Mark dive into the art of blending in, unveiling the tongue-in-cheek strategies to completely lose your edge and suck at differentiation. Listeners will learn how to avoid standing out, ensuring a legacy of mediocrity. 

Join us for a humorous—yet insightful—look at what not to do, ensuring you grasp the full spectrum of effective (and ineffective) differentiation strategies.

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When you think of the word ‘salesperson,’ what comes to mind?

In this episode, John and Mark explore how professionals can shed ineffective sales habits and adopt a more authentic, client-centric mindset based on inquiry and curiosity. With guest insights from Mel Lester and Blair Enns, you'll learn why introspection and a shift from selling to serving can lead to more satisfying and successful client relationships. In this conversation, we cover:

• The pitfalls of adopting a stereotypical 'salesperson' persona and why authenticity matters.
• Practical tips for improving self-awareness and identifying bad sales habits.
• Examples of how using servant leadership with clients can lead to better business outcomes.
• Lessons on tactical empathy and how open-minded conversations can extract real value in sales.

Connect with our guests on LinkedIn:
• Mel Lester: https://www.linkedin.com/in/mellester/
• Blair Enns: https://www.linkedin.com/in/blairenns/

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

It's easy to get caught up working too much *in* the business and not enough *on* it. If you're feeling similar these days, bookmark this episode and hear the breakdown of the four activities you might have overlooked as the calendars turned:

• Talk to your clients
• Optimize your client portfolio
• Update service packaging and pricing
• Create a talent management & development plan

Improve your sales and marketing game this year. 

Subscribe today!

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

Align yourself with other consultants in-orbit around your clients to deliver more value.

Strategic partnerships can transform the way your business grows, turning the equation 1 plus 1 into something much greater. In this episode, John and Mark uncover the value and opportunities hidden within strategic partnerships for professional services firms. They explore how combining resources with the right partners can enhance client services and gain a competitive edge. We also have a guest appearance by Julie Geller, Principal Research Director at Info-Tech Research Group, who speaks to how tech companies evaluate consultants as potential partners.

In this conversation, we cover:

• How we define strategic partners
• How to add value with other consultants in orbit around your clients
• Examples of different kinds of partnership types
• Who you should target
• Perspective from Julie Geller on how software companies evaluate potential partners

Connect with Julie on LinkedIn: https://www.linkedin.com/in/juliegeller/

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

Win new business from accounts that share a common characteristic. This way, you can build your brand and create efficiencies.

In this episode, John and Mark explore how firms can build Segment Development Plans that help firms grow relationships with prospects that represent a specific kind of client account. Combining SWOT analysis with targeted marketing efforts, business developers can use these plans to create a distinctive brand presence. In this conversation, we cover:

• Different ways to group segments of the market
• Why you tailor your offers for specific groups of the market
• How to perform a SWOT analysis to align strengths with opportunities
• Other considerations for your firm’s Segment Development Plan

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

Transform the way you grow key accounts.

Yes, you can achieve revenue growth and strengthen client relationships by developing comprehensive account development plans. In this episode, John and Mark share how to co-create effective account development plans with your clients. In this conversation, we answer key questions like:

• Why is it important to expand business with organizations you’re familiar with?
• How do you start building an account development plan?
• How do you prioritize clients for account development planning?
• What's an example of a simple message to get a conversation started?

Download the account development planning template: https://www.wainwrightinsight.com/landing-page-account-development-planning-template/

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

Emotion drives purchase decisions more in B2B than B2C. Let that sink in.

Yes, even when selecting professional service providers, emotion plays a major factor in decision-making. The relationships we forge and the stories we tell influence opportunities, contracts, and the clients we work with.

In this episode, John and Mark delve into proven storytelling frameworks that can help professional services firms set themselves apart and connect on a deeper emotional level with clients. Joined by guest expert Troy Hiduke Campbell, they break down how stories can transform bullet points into compelling narratives that resonate and drive action. In this conversation, we cover:

• How storytelling can create emotional connections in professional services
• Disney's story spine framework and how it can be applied to business
• The power of the word "because" in crafting causally related, memorable stories
• Various storytelling frameworks you can start using today
• Practical steps for gathering and structuring client experiences into impactful narratives

Connect with Troy on LinkedIn: https://www.linkedin.com/in/troy-hiduke-campbell/

Learn more about On Your Feet: https://www.oyf.com/

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

Unlock the full potential of your firm's ability to *create* new business by mastering both inbound and outbound revenue generation activities.

In this episode, John and Mark explore the synergy between inbound and outbound business development activities and how they can work together to produce exceptional outcomes. They discuss the importance of both approaches, how firms can effectively harness these strategies, and the potential pitfalls when they're misaligned. In this conversation, we cover:

• The core differences between inbound and outbound
• How to balance and inbound and outbound activities
• Real-life examples of inbound and outbound activities
• The signs and risks of team misalignment and how to avoid them
• Practical tips for creating a feedback loop to optimize lead generation and nurturing

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

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/

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

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