"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you." - Dale Carnegie

In this episode, Mark and John explore the importance of understanding clients better than they understand themselves. The conversation focuses on how actively listening to understand client needs can transform your business success, highlighting key concepts such as the empathy gap, the empathy map, and how this level of understanding serves as a significant competitive advantage. 

Want actionable advice on how to understand your clients better? Listen to this episode today and jot down some notes!

CHAPTERS:
00:00 Introduction
01:20 Two Years of Breaking BizDev
02:41 Episode Rundown
03:38 THE Empathy Gap
11:20 The Empathy Map
15:11 Competitive Advantage
19:19 Competitive Insulation
20:36 Learn What Matters to Your Clients
27:26 Create Feedback Loops
32:31 How to Turn Empathy Into Action

The Empathy Map: https://www.interaction-design.org/literature/article/empathy-map-why-and-how-to-use-it

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

Before you pitch slap that prospect, listen to this episode.

John and Mark tear down some terrible 'pitch slaps' from their LinkedIn DMs and offer a better way to approach social media. Shift your social media marketing from spammy sales tactics to authentic relationship-building. Listen to this episode to learn more.

CHAPTERS:
00:00 Welcome
00:59 Origins of the Pitch Slap
03:20 Social Selling
10:47 Pitch Slap Examples
19:50 A Different Way to Do Social Selling
30:48 Connect Instead of Create
35:54 Final Thoughts

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

Lead generation is a major challenge for many professional services firms. In this episode of Breaking Biz Dev, Mark and John break down possibly the most critical element of lead generation: your offer strategy. What value are you offering? And what’s the call to action? In this episode, you’ll hear:

• The roles of free vs paid offers in lead generation
• How these offers work together in your marketing program
• How to measure the performance of each kind of offer
• Various cognitive biases that influence offer acceptance
• Examples of calls to action (CTAs) for free vs paid offers

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

In this episode of Breaking Biz Dev, John and Mark take the Rainmaker model out to the alley for a well-deserved beatdown, highlight three (really) bad reasons to hire a rainmaker. In this episode, you’ll hear:

• What is a ‘Rainmaker’ anyway?
• Various ways firms organize their sales functions
• How buyers evaluate professional services firms
• Really bad reason #1 - you don’t know how to sell
• Really bad reason #2 - you need a deal closer
• Really bad reason #3 - you want to grow faster

Read Mark’s full blog post: https://www.wainwrightinsight.com/3-really-bad-reasons-to-hire-a-rainmaker/

Show notes:

• Inside the Buyer’s Brain Executive Summary: https://hingemarketing.com/library/article/inside-the-buyers-brain-fourth-edition-executive-summary
• SMPS + Stambaugh Ness Report: AEC BD 2024 Report: https://www.stambaughness.com/publication/aec-bd-building-business-development-success-report/

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Proper planning prevents poor performance. Say that 10 times fast.

In this episode, John and Mark break down the elements of an effective sales call plan, sharing insights from real-world experiences and highlighting the importance in driving better business outcomes. They walk through the crucial elements that make up an effective call plan and emphasize the significance of preparation, especially for those new to sales conversations. In this conversation, you’ll hear:

• The components of a sales call plan and why planning prevents poor performance.
• How setting a clear objective for the call enhances focus and direction.
• The role of thorough research in understanding client needs and anticipating questions.
• Why a concise agenda keeps the conversation aligned and productive.
• The art of telling a compelling client success story

Read the blog post from Mark and download the Sales Call Planning template: https://www.wainwrightinsight.com/creating-a-sales-call-plan/

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

Send us your feedback in this 3-min survey and help shape the future of Breaking BizDev.

Is there a topic you want us to cover? 
Are there different segments or formats we should consider?
What’s your preferred way to listen?
Let us know!

In this short bonus episode, John and Mark share some early feedback from the listener survey, and how you can participate and help steer the conversation. 

Take the survey as you listen to the episode. Why not?

Share your feedback here:https://www.surveymonkey.com/r/8V9T6Z7

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

Turn your firm into a trusted and respected leader in your niche.

In this episode, John and Mark explore how firms can not only effectively differentiate against competitors, but actually how to apply that differentiation in their marketing and sales activities. In this conversation, we cover:

• The nuanced differences between focus, specialization, and positioning
• Reasons why firms should embrace specialization
• How to identify the right area of specialization
• How to align your specialization with long-term goals for sustained success

Real-world examples of firms with focus, specialization and excellent positioning:

• TBSP (tablespoon) — accounting solutions specifically for restaurants: https://tbsp.com/
• Driving Transactions — M&A advisory services specifically for chauffeured transportation companies: https://www.drivingtransactions.com/
• Jaffe Holden — acoustic design services for Performing Arts, Educational and Cultural Spaces Worldwide: https://www.jaffeholden.com/
• Lloyd Sports + Engineering — Lloyd Sports + Engineering has focused on the planning, design and construction of sports facilities since coining the term “sports engineering” in 1987: https://www.lloydengineers.com/
• Friedman Tax — accounting services specifically for tattoo parlors: https://friedmantax.com/

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

“We’re in a bad economy…”
“We’re experts. We’re never wrong…”
“We’re up against tough competition…”
"Our point of contact was a jerk..."

…but what if it’s not them? What if it’s you?

In this episode, John and Mark dissect what it truly means to be accountable when you lose a prospective client. We dig into the obstacles that professionals encounter when owning up to losses and present actionable strategies to transform setbacks into stepping stones for growth. 

In this conversation, we cover:

• Why do we default to the ‘blame game’ ?
• The role of firm culture in nurturing or stifling accountability
• Why losing is a pivotal opportunity for growth
• Strategies for effective internal reflection and owning outcomes
• How mindset, preparation, and continuous learning can help you overcome setbacks.

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

Imagine you could fast-forward your firm's growth and watch it like a time-lapse video going through different stages:

• Solo 
• Small 
• Mid-size 
• Enterprise

What needs to happen in your sales and marketing functions to achieve growth at each stage? How do sales and marketing challenges evolve?

That's what this episode is all about. 

Listen as John and Mark guide you through this sales and marketing maturation journey, along with guest appearances from Reuben Swartz and Mel Lester. We explore topics like:

• The importance of documentation, processes and systems (at every stage)
• How to keep the entrepreneurial flame lit as firms grow
• Why rainmakers don't scale, and how to leverage a seller-doer model
• What firms typically do when the referral well runs dry
• The role of automation and efficiency at larger firms

Show notes:

• According to the 2024 census, 60% of businesses in the US are one-person businesses. (source)
  Of businesses with employees, 50% have only 1-4 FTEs. (source)
• SPI Professional Services Maturity Model: https://spiresearch.com/ps-maturity-model/

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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.

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

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 2025… now what? 

Well, if you don’t know how your sales and marketing strategy will contribute to revenue in the upcoming year, John and Mark reveal the top four activities you might have overlooked as the year came to a close:

• 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!

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What kind of buyer did you talk to on your last sales call?

When it comes to buying professional services, there is usually more than one buyer. Some refer to this as a 'buying committee.' So what different roles do each of these buyers play? How should you engage them? What should you watch out for? These are the kind of questions that John Tyreman and Mark Wainwright will answer in this episode of Breaking BizDev. 

CHAPTERS:
00:00 Intro
03:00 The Buying Committee
04:32 The Three Different Buyer Roles
05:17 The Visionary
08:28 The Operator
13:32 The Risk Mitigator
16:54 Stories and Examples
28:24 How to Take Action
34:08 Summary

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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:

• The importance of storytelling in creating emotional connections in professional services.
• Troy Hiduke Campbell's insights on 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, including customer success stories, the hero's journey, and the problem-agitate-solve method.
• Practical steps for gathering and structuring client experiences into impactful narratives that can be used in sales and marketing.

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 a magnetic, attraction-based inbound approach and a proactive, outreach-driven approach.
• How to balance and synchronize inbound and outbound activities for maximum business development impact.
• Real-life examples demonstrating the effective use of inbound content in outbound sales efforts.
• The signs and risks of misalignment between marketing and sales teams and how to avoid them.
• Practical tips for creating a seamless feedback loop between marketing and sales to optimize lead generation and nurturing initiatives.

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

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.

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

Why expand existing accounts when you can chase new logos forever? 😵‍💫

On this episode, John and Mark break down the concept of 'account expansion' — growing revenue from existing client accounts:

• The difference between upsell and cross-sell
• 3 common mistakes firms make in account expansion
• Identifying key decision-makers and organizational triggers
• The importance of curiosity in building trust in relationships
• How to frame your services in the context of what the client values

CHAPTERS:
00:00 Introduction 
02:37 Benefits of Upsell and Cross-Sell
05:30 Cross-Sell vs Upsell: What's the Difference?
10:39 Common Mistakes in Upsell and Cross-Sell
20:10 Effective Strategies for Upsell and Cross-Sell
26:39 Building Client Relationships
30:52 Embedding Yourself in Client Organizations
36:35 The Role of Trust in Client Success
38:54 Conclusion and Final Thoughts

#businessdevelopment #salesdevelopment #sales #professionalservices #marketing #podcast

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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

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

For consulting firms that have exhausted their network and the referral well has run dry, a digital marketing strategy is essential to attract new clients. But how?

In this episode, Mark and John walk through a step-by-step framework perfect for experts and firms who need to reach a broader audience to generate new business opportunities. This doesn’t mean you need to become a well-known celebrity or go ‘viral’ at a Coldplay concert. Instead, build visibility within a tight, focused slice of the market. Become well-known to the people who actually value your services.

CHAPTERS:
00:00 Intro & Welcome
03:13 Overarching Themes
07:08 Research Your Buyers
12:17 Create a Lead Generation Framework
16:06 Source content from a podcast
17:47 Optimize ALL your content (not just web pages)
19:44 Use LinkedIn
21:37 Weekly email newsletter
24:35 Create and Continually Refresh Evergreen Content
27:12 Create a Measurement Plan
30:36 Conclusion & Final Thoughts

Read the full article from John: https://www.redcedarmarketing.com/blog/digital-marketing-strategy-for-consulting-firms

Past episodes mentioned:

• Free vs Paid Offers: Crafting an Effective Lead Generation Strategy
• Don’t Boil the Ocean: The Paradox of Focus, Specialization, and Positioning

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

We're not the only ones who think BizDev needs a smack-down.

For several months now John and Mark have beaten up and broken down various business development topics like prospecting, content marketing, pricing, events, proposals, referrals, and even job descriptions.

A while back, we had this idea to go out and ask some friendly contacts what *they* believe is broken in business development. Their responses spanned nearly the entire marketing <> sales continuum referenced on the show:

🔸 Krystn Macomber on what's broken about the go/no-go process
🔸 Florian M. Heinrichs on what's broken about lead generation, especially on Fridays
🔸 Patrick Johnston on what's broken about the sales/marketing feedback loop
🔸 Joe Pope on what's broken about channel selection and deployment of resources
🔸 Perryn Olson on what's broken about branding and firm websites

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

How should experts and busy doer-sellers approach prospecting?

On this episode, John and Mark share three specific examples of multi-channel prospecting sequences that your firm can put into practice right away using LinkedIn, email, and the phone:

1. A two-week cohort-based prospecting sequence
2. A 120-day, podcast-led prospecting sequence
3. A post-conference follow-up prospecting sequence

If you found this episode valuable, please subscribe to the show and leave a rating or review on Apple and Spotify.

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

Whether you believe it or not, lead generation is possible for your firm. 

On this episode of Breaking BizDev, John and Mark break down 7 content marketing frameworks that can be used to generate leads in professional services:

1. The Email Newsletter
2. The Podcast Flywheel
3. Original Research
4. Influencer Co-Creation
5. Content Darwinism
6. Demand Capture Funnel
7. Content Recycling

Read more detail in this blog post by John:
www.redcedarmarketing.com/blog/content-marketing-frameworks

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

Do you really need to hire a full-time role for sales, marketing, HR, finance, or other internal business functions?

In this episode, John and Mark break down the benefits of working with fractional consultants in professional services. They discuss the different scenarios in which it makes sense to work with a fractional consultant, and examples of fractional consulting engagements.

- Scenario 1: Diversifying into a new area without a full-time hire
- Scenario 2: Filling a skills/expertise gap temporarily
- Scenario 3: Accessing consultant networks for additional expertise
- Scenario 4: Fast-tracking training without long-term commitment
- Scenario 5: More efficient use of capital vs. full-time salaries/benefits
- Defining fractional consultants vs. freelancers vs. contractors
- Examples of fractional consultant engagements

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

In this episode, John & Mark explore the variety of roles and skills needed for professional services firms to develop new business today. Having strengths across both marketing and sales is essential for driving business growth. This conversation covers:

• Key marketing roles like digital marketing specialist, web developer, graphic designer, and marketing director
• Examination of sales roles like closers,  sales managers, and doer-sellers
• "Messy middle" roles like proposal managers and researchers that straddle marketing and sales
• Review of necessary sales skills like curiosity, process leadership, emotional intelligence
• Marketing skills like analytics, networking, emotional intelligence

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

John and Mark provide an in-depth look at effective prospecting targets, tools, and techniques for doer-sellers in professional services firms—a critical part of the lead generation toolkit. Here are the key points covered in this conversation:

• Prospecting involves proactive outreach to uncover new opportunities and lies on the sales side of marketing.
• Mark uses an iceberg analogy to explain market segments: actively buying,  passively buying, and satisfied with their status quo.
• Prospecting objectives are to schedule follow-ups, gather information, or increase familiarity.
• Prospecting outcomes include determining fit, wrong timing, or qualifying an opportunity.
• Mark walks through an example 14-day sequence for busy doer-sellers

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

On this episode, John and Mark share 10 ways to suck at conferences and events for professional services firms: 

1. Just show up
2. Write a big check for a sponsorship and then send a couple people to “network”
3. Don’t set goals
4. Never try to speak or present at a conference
5. Do zero pre-event outreach or post-event follow-up
6. Never, ever research the event audience
7. Don’t build anticipation with your network
8. Don’t look up social posts from the event and engage
9. Don’t leverage your marketing team at the office
10. Don’t create any content from the event

From there, Mark dives into a framework for how to make the most out of conferences and events. 

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

Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing  services:

1. Cost-plus
2. Market-based
3. Value-based 

In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss:

• Why it's important to have pricing discussions early in sales process
• How value pricing presents relieves downward price pressure
• Elements of good pricing strategy: positioning, sequencing presentations, understanding needs, negotiating win-win
• How to guide customers through options with choice architecture
• An overview of common cognitive biases impact pricing

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

Delve into the importance of *showing* that you understand your buyer in the sales process. Craft a standalone "Statement of Understanding" as a foundation upon which to develop a solution.

In this episode, John and Mark break down the importance of understanding. Listen to hear perspective on:

• The importance of true understanding
•  The power of listening
• Critical elements of the statement of understanding
• Implementing a statement of understanding

Here are some additional links on understanding:

• https://www.wainwrightinsight.com/the-importance-of-understanding/
• https://www.wainwrightinsight.com/the-statement-of-understanding/

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

Professional Services. It's in the name. If you're in professional services, you're in the business of SERVING clients.

On this episode of Breaking BizDev, John and Mark take a look at the transformative power of adopting a client-centric mindset in marketing and sales activities. Listen to this episode and you'll hear:

• From selling to serving—an overview of the core mindset shift
• Where firms get it wrong
• What a client success mindset looks like in practice
• How to build the culture that supports it
• What this unlocks for firm growth

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

On this episode, John and Mark beat up a few metrics like "leads" and "win rate" and share 5 marketing and 5 sales numbers professional services firms should be paying attention to if they want to grow their firm.

Top 5 Marketing Metrics:

• Qualified Opportunities by Source
• Client Lifetime Value
• Client Acquisition Cost
• Revenue by Source
• Return on Marketing Investment

Top 5 Sales Metrics:

• Total Potential Revenue
• Outreach activities
• Pipeline - Creating new Opportunities
• Pipeline - Closed Won Revenue to Date
• Proposals - Ratio of Proposed to Contract Value ($)

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

In professional services, people are your biggest asset. Especially when it comes to developing new business. Unfortunately, many firms set people up to fail before they're even hired, which could translate to stagnant growth as a result. It all starts with the job description.

In this episode, we beat up disastrous job descriptions for the following roles in professional services firms:

• BD Managers
• Marketing Managers
• Senior Doer-Sellers

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

The client success story can go by many names; case story, case study, use-case, past performance, the list goes on...  But how should it be structured? When can it be used? How can it be used for marketing? For sales? In this episode, John and Mark break down the client success story in professional services—what it is, how it’s used, and mistakes to avoid.

The Client Success Story Framework:

1. The client's situation
2. The client's problem or need
3. The solution you provided
4. The client's results

Read more from Mark on the client success story here:
https://www.wainwrightinsight.com/client-success-story/

Using the PASTOR framework for the client success story in marketing:

P - label the client's problem
A - amplify the problem
S - show the solution
T - bring in a client testimonial
O - offer a way to connect (contact us, book a demo, request an audit)
R - promptly respond to offer requests

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

LinkedIn is the primary social media platform for most professional services firms. But oftentimes, it's not used as effectively as it could be to build visibility, generate leads, and move prospects along a buying journey. 

In this episode, John and Mark break down how to use LinkedIn for business development (marketing + sales). You'll be sure to pick up actionable strategies and tactics you can put into practice today. 

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