Higgle: The B2B Sales Club – Details, episodes & analysis

Ramzi Marjaba is a solution specialist who transitioned from engineering to sales. With a background in communications engineering and over a decade of sales experience, he now coaches sales engineers on improving their soft skills and becoming invaluable assets in the sales process. He founded his business, We the Sales Engineers, in 2018.

In this episode, we get into the role of Sales Engineers (SEs) in bridging the gap between complex business problems and advanced technical solutions. We explore how SEs, equipped with both technical skills and business savvy, build trust with clients, diagnose issues, and drive successful client engagements.

Topics covered during this episode include:

• How SEs solve intricate issues that traditional salespeople often cannot address.
• The importance of combining technical acumen with strong communication skills for SEs.
• Why SEs should not be seen as mere technical support, but as integral sales contributors.
• How SEs demonstrate cost-saving and risk-reducing benefits to clients.
• How customer confidence is built by SEs, guiding clients towards superior solutions.
• The role of SEs in the discovery and qualification phases of the sales cycle.
• How SEs diagnose problems before prescribing solutions, acting as trusted advisors.
• Why SEs must possess thick skin, autonomy, and excellent problem-solving skills.
• How effective SEs excel in time management and communication between technology and humans.
• The process of sales engineering in solving business problems with technology.
• The impact of effective demos and proof of concepts in the sales cycle.
• How SEs adapt their messaging to different stakeholders within a client's organization.
• The application of SE traits in other sectors like marketing agencies and professional services.
• How SEs use diagnostic frameworks to uncover and address client problems.

Ramzi Marjaba on LinkedIn: https://www.linkedin.com/in/ramzimarjaba/

Stefan Debois is a former SAP consultant who transitioned into entrepreneurship by founding his own software company, Pointerpro. He leverages his extensive experience with multinational giants to develop innovative automated assessment tools that help consultancies grow without increasing headcount. Clients of his include Deloitte and AstraZeneca.

In this episode, we welcome Stefan to explore how his automated assessment tools are revolutionizing the consultancy industry, enabling businesses to scale efficiently. He provides insights into the power of benchmarks and thought leadership in consultancy, and demonstrates how paid diagnostic assessments can uncover opportunities for high-value projects. We also discuss how professional services providers can approach their content marketing strategy.

Topics covered during this episode include:

• How Stefan's software company evolved from a survey platform to an automated assessment niche.
• Why automated assessments provide personalized advice to help businesses grow efficiently.
• Stefan’s joy of using sports analogies when talking business.
• How paid diagnostic assessments can bring in high-value project opportunities.
• Why an optimized online presence is vital for driving inbound traffic and customer acquisition.
• How Stefan’s digital marketing strategies have attracted major clients.
• Why having a junior sales team can reduce overall sales costs.
• How content marketing and thought leadership can expand a client base globally.
• Why moving from time-and-materials billing to fixed price projects enhances efficiency and profitability.
• How integrating collective knowledge into user-friendly digital solutions reinforces thought leadership.
• How a transition from professional services to SaaS can change sales cycles and strategies.
• Advice from Stefan to SaaS tech leaders who are launching their product and want to scale.

Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/

Emma Thwaite, a seasoned expert in new business development and marketing, runs the consultancy Beckon and joins us this week. With 25 years of experience across large network agencies and independent creative firms, she specializes in drawing the right clients to agencies and supporting their growth. In this episode, we dig into the secrets of building long-term client relationships in B2B sales. We check out how to transform thin pipelines into rich opportunities and ways to craft value-driven communication. Emma shares her expertise on becoming a trusted partner, building impactful pitch teams, and creating meaningful, profitable relationships.

Topics covered during this episode include:

• Why understanding ideal clients and effective communication are necessary before entering the pitch process.
• How Beckon focuses on drawing the right clients to agencies.
• Why nurturing relationships and maintaining engagement keeps agencies top of mind.
• Leveraging existing networks to transform thin pipelines into lucrative opportunities.
• Why cold calling and mass LinkedIn outreach are less effective than value-driven communication.
• Why pre-qualifying leads ensure meaningful and profitable relationships.
• Treating credential meetings as two-way streets to help gather insights into clients' needs.
• Why agencies should avoid bidding on projects without access to human decision makers.
• How offering valuable insights, even when declining to bid, fosters long-term relationships.
• Why trust within the pitch team and understanding the brief are critical for successful pitches.
• How a pitch lead should ensure every team member contributes effectively.
• Why clients seek hope and a better way forward during the pitch process.
• How creating compelling presentations involves focusing on how the team makes the client feel.

Emma Thwaite on LinkedIn: https://www.linkedin.com/in/emma-thwaite-3b26864/ 

Kevin Hopp is an outbound sales trainer and consultant that specializes at helping B2B companies build phone-focused outbound motions. He joins us for this episode to talk all about the world of modern cold calling. We debunk the myth that cold calling is obsolete and explore how generational differences shape sales strategies. Through live experiments and practical advice, Kevin and I demonstrate how even the most hesitant sales reps can transform cold calls into meaningful conversations. Also, we’ll emphasize the importance of building trust and using technology, such as dialers, to enhance productivity.

Topics covered during this episode include:

• How generational differences impact cold calling strategies in B2B sales.
• Why younger sales reps face psychological barriers with direct phone interactions.
• A cold call experiment to demonstrate the effectiveness of modern techniques.
• How building genuine trust is crucial in cold calling and sales.
• Why moving beyond scripts and sales jargon fosters better communication with prospects.
• How pre-established contacts can give an edge in competitive bidding scenarios.
• Why maintaining a monosystematic list of callable numbers enhances cold calling efficiency.
• Why key metrics like connect rates and conversion rates are essential for success.
• How having a script helps maintain a linear progression during calls.
• Why asking specific questions about a prospect's business can reduce cold call anxiety.
• How engaging in purpose-driven, business-centric conversations can improve call effectiveness.
• Why following up and maintaining communication builds long-term trust.
• How modern technology can aid in making cold calling less daunting and more productive.
• Why shifting from an impersonal advertising approach to a business conversation is effective.
• How reducing pressure and focusing on booking follow-up conversations can lead to better outcomes.
• Why organizing contacts and using technology are critical steps in a structured cold calling process.

Kevin Hopp on LinkedIn: https://www.linkedin.com/in/khopp/

Stephen Steers is a renowned sales consultant who has collaborated with industry giants like Google and Nike. He specializes in ContextSelling, emphasizing the importance of making sales interactions natural and relationship-focused.

In this episode, Stephen reveals his secrets about ContextSelling. We explore how to engage clients effectively from the first call, emphasizing the importance of discovery calls and a compelling value proposition. Stephen also shares his proven strategies and frameworks for elevating conversion rates and building stronger client relationships.

Topics covered during this episode include:

• An introduction to ContextSelling, the method that Stephen created.
• How addressing customer needs early maximizes value and engagement in sales calls.
• Stephen's experience with major companies like Google and Nike.
• How Stephen made an unexpected cameo in a Beyoncé music video.
• The importance of discovery calls for founders, CEOs, and sales professionals.
• Effective strategies for securing discovery calls, including compelling value propositions.
• Leveraging platforms like podcasts and webinars for business opportunities.
• Practical tips for improving conversion rates through rigorous qualification and team training.
• The concept of the "kryptonite question" to reveal a prospect's core needs.
• Tailoring responses to client needs based on similar cases and solutions.
• The significance of setting a clear agenda to reduce client anxiety and resistance.
• Using permission-based statements and maintaining a relaxed yet professional tone.
• Stephen’s OCGC framework for effective sales calls.
• Understanding the client's ideal state, current situation, and obstacles preventing their goals.
• How to ask questions to understand a prospect's needs before offering a solution.
• Adding value through relevant case studies without turning sales calls into free consulting sessions.
• Creating and presenting an offer that aligns with the prospect's identified needs.
• The importance of recording and reviewing calls to identify areas for improvement.

Stephen Steers on LinkedIn: https://www.linkedin.com/in/stephen-steers/ 

Remeny Armitage Royle, founder of Brilliant and Human, is an expert in building authentic B2B relationships. With over 20 years of experience in marketing and business development, she helps agencies understand and address their clients' true needs.

In this episode, we’ll explore the art of building genuine connections in B2B sales. Remeny shares her expertise on moving beyond transactional interactions to truly understand client needs. We discuss the impact of AI, the importance of in-person mentorship, and point out some strategies for maintaining strong client relationships in remote settings.

Topics covered during this episode include:

• The importance of moving away from transactional interactions to understand clients' true needs.
• How Remeny’s experience of “time travel” adds a unique twist to her professional insights.
• The challenges facing independent agencies amidst economic and political uncertainty in the UK.
• How AI is enabling larger agencies to compete more effectively with smaller ones.
• Why in-person mentorship in a hybrid work environment is needed for the next generation of agency professionals.
• How it is beneficial to source independent client feedback to uncover opportunities and validate new services.
• Strategies for maintaining robust client relationships, particularly in remote settings.
• How proactivity, effective internal communication, and building emotional credit with clients are crucial.
• Why innovative pitching techniques, such as interactive discussions, build trust and loyalty.
• Having the right team members during presentations to foster client trust.
• How to refine onboarding processes and challenge clients effectively for long-term success.
• The significance of understanding the audience and context during business pitches.
• Insights for agency leaders to assess client relationships and improve processes and communication.

Remeny Armitage Royle on LinkedIn: https://uk.linkedin.com/in/remeny 

Kate Ross is the co-founder and MD of the social content agency eight&four Group. She started the business at the young age of 24 and has since developed a unique company culture that even embraces her love for wine. Kate's integration of personal passions with branding demonstrates her forward-thinking approach to marketing and agency leadership.

We’re diving into the ever-evolving world of marketing in the AI era with Kate in this episode. We're discussing exactly how marketing agencies can differentiate themselves amidst the rapid technological advancements. We explore the shift from creative to technical prowess in agency credentials, the role of consultancy in modern marketing, and the impact of advertising automation on the industry.

Topics covered during this episode include:

• How marketing agencies must evolve with AI advancements to maintain a competitive edge.
• Why agency differentiation means even more in a market where technical skills increasingly overshadow creativity.
• How legal and practical challenges within client organizations affect the adoption of new technologies.
• Why integrating personal interests can enhance a company's culture and branding.
• How consultancies act as navigators through rapid technological advances.
• Why there's a blend of excitement and anxiety regarding automation in the advertising industry.
• How the authentic human touch remains essential in storytelling.
• How smaller agencies can integrate AI without compromising their human-driven approach to sales.
• Why agencies face the challenge of maintaining quality in the face of automation.
• How AI is affecting advertising quality, potentially leading to consumer backlash against inauthentic ads.
• Why human creativity and emotional resonance are irreplaceable in effective advertising campaigns.
• The harms of believing the narrative of full industry automation.
• How embracing AI tools and strategic consultancy can solve specific client problems effectively.
• Why agencies should support internal debate and transparency about AI's role and potential impacts.

Kate Ross on LinkedIn: https://www.linkedin.com/in/katemhross/ 

Marcus Hemsley is the co-founder of Fountain Partnership - a Strategic Digital Marketing Agency and Google's Global Award Winner for Growing Businesses online. Fountain has a team of 41 who help a range of clients from well-funded start-ups to large corporate exceed their growth targets. They forecast upfront to minimise risk and optimise the full funnel to maximise ROI. They specialise in PPC, SEO, and conversion rate optimisation.

Marcus also founded the Million Tree Pledge, a non for profit that help SMEs take big action on the climate crisis. He is also a director of Reconnect, a company that helps Agency founders and their teams have less stress, avoid burnout, and make better business decisions.

Marcus is with us this week to examine how building long-term, empathetic relationships with clients can dramatically increase lifetime customer value. We also look at why shifting the focus from chasing new leads to nurturing existing ones can lead to more effective sales growth. From recognizing when to step back for the client's benefit, to the power of active listening, Marcus provides everything you need to know about fostering a trust-centric and profitable B2B sales process. This isn't just about closing sales—it's about opening doors to a future filled with referrals and partnerships that stand the test of time.

Topics covered during this episode include:

• How trust-based selling forms the core of B2B relationships.
• Why prioritizing lifetime customer value and ROI over immediate sales reduces cost per acquisition.
• How empathy and active listening serve as foundational elements for strong connections.
• Why stepping back when another provider is a better fit can lead to future referrals and trust.
• How effective opportunity qualification minimizes wasted effort on unlikely prospects.
• Why understanding the client's needs and challenges leads to better alignment and sales outcomes.
• The benefits of nurturing existing clients rather than pursuing new leads.
• Why every client interaction should be viewed as a step towards a sustainable business future.
• How recognizing cognitive biases towards new opportunities can refocus efforts on current client expansion.
• Why strategic decision-making is needed when allocating resources.
• How the principles of trust-based selling can be integrated into team practices.
• Why you need to exceed client expectations, show genuine interest, and do follow-ups.
• Why focusing on the bottom of the sales funnel can yield quicker results in pressing revenue needs.
• How reconnecting with past or dormant clients can unexpectedly revive business opportunities.

Marcus Hemsley on LinkedIn: https://www.linkedin.com/in/marcushemsley/ 

Debbie Kaplan is the Managing Director and Chief Delivery Officer at Mosaic, an integrated marketing agency known for its focus on experiential commerce, retail, media, and brand design.

In this episode, we’ll talk about critical aspects of lead qualification in B2B sales with Debbie. We're discussing how to differentiate promising leads from less viable ones, along with the emotional intelligence required to make strategic decisions. We'll also look at the complicated process of procurement and agency selection, analyzing the impact on the success of pitches.

Topics covered during this episode include:

• How lead qualification is a large factor in the success of B2B sales efforts.
• Why understanding the quality of a brief is essential for pursuing sales opportunities.
• How internal relationships influence the decision to chase potential deals.
• Why differentiating genuine opportunities from price benchmarking exercises is crucial.
• How saying no to ill-fitting prospects is a strategic and brave sales move.
• Why emotional intelligence plays a key role in sales decisions.
• How procurement processes impact agency selection in marketing and advertising.
• Why challenging RFP briefs can indicate a genuine interest in an agency's proposal.
• How communication among agencies, procurement professionals, and brand directors is vital.
• Why knowing whose budget is on the line affects the procurement decision-making process.
• Why agencies may need to opt out of bidding to avoid unsustainable pricing.
• Why identifying pricing patterns in lost bids is difficult for agencies.
• Reverse auctions in agency pitches and why they create challenges.
• How reverse auctioning rate cards overlooks the actual deliverables and value provided by agencies.
• The evolving nature of agency differentiation and why it’s difficult to define.

Debbie Kaplan on LinkedIn: https://www.linkedin.com/in/debbie-kaplan/ 

Claudia Stephenson is Managing Director, Europe at INVNT, a global brand storytelling agency. She has over 20 years of experience in brand activation and live events, and her team has developed several award-winning brand storytelling campaigns.

We’re talking with Claudia today about how to build relationships and develop business in the digital landscape, even when you can’t meet your potential clients face-to-face. We share our combined expertise on creating dynamic, diverse teams and cultivating meaningful connections remotely. We tackle the challenge of sales "ghosting" and discuss the power of emotional intelligence and respectful persistence in winning over clients. We also examine stakeholder psychology, asking pivotal questions to unlock client budgets, and fostering long-term trust.

Topics covered during this episode include:

• How virtual connections can revolutionize relationship building.

• Why nurturing talent and supporting underrepresented groups is vital for marketing agencies.

• How Claudia's figure skating background influences her leadership and personal growth strategies.

• Why understanding stakeholder psychology is crucial for overcoming sales "ghosting."

• How respectful persistence can transform silent prospects into active partnerships.

• Why asking the right questions can allow access to client budgets.

• How maintaining strategic vigilance ensures a team's alignment with innovation and attitude.

• Why trust, storytelling, and strategic insights are key to making pitches stand out.

• How team diversity contributes to a successful business environment.

• Why hiring for attitude often trumps skill in building effective teams.

• How remote communication tools like Zoom facilitate building rapport with clients.

• Why long-term relationship building and trust are essential for securing deals.

• How virtual meetings during COVID-19 often proved as fruitful as in-person interactions.

• Why demonstrating deep knowledge and insights when asked tough questions impresses buyers.

• How the approach to business development adapts to virtual environments.

Claudia Stephenson on LinkedIn: https://www.linkedin.com/in/claudiastephenson/