Higgle: The B2B Sales Club

Mike Lander
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This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

  1. The Secret Ingredients of Successful Brand Clarity with Ulli Appelbaum

    2 DAYS AGO

    The Secret Ingredients of Successful Brand Clarity with Ulli Appelbaum

    Are you ready to discover the magic of combining scientific insights with emotional connections in brand strategy? Ulli Appelbaum, Founder & Chief Strategy Officer at First The Trousers Then The Shoes, joins us in this episode to explore the nuanced world of brand strategy. As he shares his wealth of experience in creating brand clarity and emotional connections, we examine how the science of brand associations can elevate a business beyond just its logo, turning it into a series of memorable connections. From discussing the 95-5 rule to understanding how charisma and honesty foster genuine client relationships, Ulli offers incredibly valuable insights for anyone looking to master the craft of branding. Ulli later reveals the blend of science and creativity that fuels successful brand strategies. He introduces the fascinating concept of building brand predisposition for future buyers and emphasizes the importance of differentiation in a crowded marketplace. We also explore how creative strategies can be inspired by unique influences, and how charisma and honesty can lead to long-lasting partnerships, even if it means admitting when you're not the best fit for a project. Topics covered during this episode include: How brand clarity significantly enhances business growth, and how it can be compared to a Japanese tea ceremony. Why scientific knowledge and experiential learning are crucial in brand strategy development. How brands need to be more than just logos. Why evidence-based marketing is essential for differentiating brands in crowded marketplaces. How the 95-5 rule emphasizes building brand predisposition for future buyers. Why emotional connections and authenticity are key in building client relationships. How charisma and honesty foster long-lasting partnerships. Why consistency, clarity, and emotional engagement are pivotal in building strong brand associations. How personality and team chemistry can impact the success of business pitches and presentations. The reasoning behind the name First The Trousers Then The Shoes. Listen to this episode for expert insights on building strong brand associations and learn why emotional resonance is key to winning over clients in a competitive market!   Ulli Appelbaum on LinkedIn: https://www.linkedin.com/in/ulliappelbaum/

    31 min
  2. Transforming Conflict and Harnessing Curiosity for Better Deals with Andres Lares

    3 NOV

    Transforming Conflict and Harnessing Curiosity for Better Deals with Andres Lares

    What secrets do expert negotiators use to transform conflicts into win-win situations? Andres Lares, Managing Partner of the Shapiro Negotiations Institute, joins us to share his wealth of negotiation experience in this episode. We explore the transformative power of empathy and emotional intelligence in achieving successful outcomes, as Andres emphasizes the importance of considering the other party's needs and transforming negotiations into collaborative efforts. By focusing on curiosity and the art of asking the right questions, we uncover strategies to build rapport and gather valuable insights, ultimately ensuring both parties walk away satisfied. We also talk about strategic collaboration, examining the dynamics between sales and procurement using models like the Kraljic matrix. We get into the importance of preparation and ethical conduct, discussing how understanding your BATNA can enhance leverage without sacrificing integrity. Through engaging examples, Andres also highlights the significance of trust and transparency. Topics covered during this episode include: How empathy and emotional intelligence will enhance your negotiation skills. Why considering the needs of both parties is required for collaborative agreements. How curiosity and strategic questioning build rapport and gather insights. Why strategic collaboration is vital in sales and procurement relationships. How the Kraljic matrix and Thomas-Kilmann model can be used to respond to conflict. Why preparation and curiosity are key to successful negotiations. How trading variables avoids fixed-sum scenarios and facilitates win-win outcomes. Why transparency and avoiding false deadlines are crucial for ethical negotiations. How leveraging BATNA influences negotiation power and confidence. Why building strong relationships is essential for resilience in market challenges. The PAID acronym that Andres used to guide preparation in negotiations. How negotiating ethically prevents eroding trust and maintains long-term relationships. Why understanding counterpart's alternatives is important for negotiation strategy. Enhance your negotiation leverage and ethical standards by exploring the valuable insights shared in this conversation with an absolute expert!   Andres Lares on LinkedIn: https://www.linkedin.com/in/andreslares/

    26 min
  3. The Blueprint for Effective Business Development with Anna Stone

    27 OCT

    The Blueprint for Effective Business Development with Anna Stone

    Are you curious about the strategies that can turn a simple proposal into a winning formula for sustainable agency growth? We're welcoming Anna Stone today, Head of Growth at True and a veteran in business development, to unravel the evolution of agency growth strategies from the days of cold calling to the modern era of video calls and personalized outreach. Anna shares her insights on how meaningful client engagement can transcend hard selling, emphasizing the importance of building genuine relationships. We dig into the necessity of adapting to new communication methods, while still maintaining the core principle of understanding client motivations. Anna and I explore the art of crafting a compelling business growth strategy, outlining the critical steps of identifying your business's core purpose and setting measurable goals to ensure sustainable growth. Our conversation highlights the significance of knowing your ideal clients and creating a clear, jargon-free elevator pitch that showcases your unique strengths. Finally, we uncover the intricacies of proposal writing, stressing the need to balance credibility with a warm human touch. Topics covered during this episode include: How Anna started her career at a cold calling agency, and how that space has evolved. How the tools for cold outreach have evolved whilst the importance of relationship building remains. How understanding the "why" behind client decisions can tailor effective sales strategies. Why transparent communication is essential in overcoming artificial processes in pitching. How to define your business's core purpose and set measurable goals for sustained growth. Why recognizing your ideal clients helps in crafting a clear sales message. How to create engaging proposal documents that utilize credibility and personalization. Why establishing credibility early is crucial in proposal documents to secure agency growth. How to use relevant case studies to highlight agency distinctiveness in proposals. Why relationship building remains a core principle in modern business development. How asking the right questions uncovers client motivations and enhances competitive advantage. Why having a distinctive agency identity contributes to long-term client relationships. Explore how modern communication methods can enhance your client connections and drive agency growth!   Anna Stone on LinkedIn: https://www.linkedin.com/in/annastoneis/

    35 min
  4. The Power of Patience and Personalization with Brooke Pinkney

    20 OCT

    The Power of Patience and Personalization with Brooke Pinkney

    What if listening is the ultimate skill missing from your sales toolkit? Brooke Pinkney, Managing Director at Broadley Speaking, joins us today to challenge the pitfalls of short-term thinking in sales strategies and emphasize the importance of patience and long-term planning. Brooke also examines the misconception that quick-fix solutions can resolve the complexities of significant B2B purchases involving multiple decision-makers. We discuss the need for businesses to accurately diagnose their sales challenges and engage in meaningful interactions over extended sales cycles, avoiding the trap of getting lost in endless planning. Shifting our focus to the realm of personalization, we explore how authenticity and genuine human connections are paramount in today's AI-driven sales landscape. Brooke advocates for prioritizing a select few prospects, allowing for deeper research and personalized outreach that resonates. We stress the critical importance of listening and turning sales interactions into conversations where prospects feel heard and valued. Topics covered during this episode include: Why success in B2B sales requires patience and a long-term, thoughtful approach. How short sprint campaigns often fail to address complex sales journeys. Why diagnosing fundamental sales problems is crucial for effective strategy development. How personalization and human connection are vital in today's AI-driven sales environment. How listening transforms sales interactions into meaningful conversations. Why building trust with senior buyers in remote settings is essential for lasting relationships. How LinkedIn Sales Navigator and ChatGPT can assist in researching and understanding prospects. Why authenticity and genuine interest are key to fostering trust and rapport. Why being proactive rather than reactive is vital in responding to sales opportunities. Discover how patience and personalization can revolutionize your B2B sales strategy!   Brooke Pinkney on LinkedIn: https://uk.linkedin.com/in/brooke-p-09879084

    27 min
  5. Harnessing Vulnerability and Rapport to Boost Sales Credibility with David Meade

    13 OCT

    Harnessing Vulnerability and Rapport to Boost Sales Credibility with David Meade

    What simple daily practices can dramatically boost your sales success and negotiation outcomes? We're getting deep into the power of mindset and authenticity in this week's episode. Joining me is the insightful David Meade, an expert in high-performing teams, who sheds light on how small, daily changes can significantly impact sales outcomes. We discuss the importance of adopting a growth mindset to enhance openness and collaboration, which are essential for finding common ground in sales conversations. With reference to expert studies, we explore how building rapport before negotiations can boost trust and lead to more successful outcomes.  To transition from salesperson to trusted advisor, we check out how to build a personal brand and thought leadership in today's attention economy. We highlight the importance of balancing competence with authenticity, and emphasize how vulnerability, through the pratfall effect, can enhance credibility and trustworthiness. Later, David gives tips on public speaking, such as the "Batman effect" to boost confidence and ensure your audience retains key takeaways. Topics covered during this episode include: How adopting a growth mindset enhances openness, collaboration, and success in sales conversations. Why building rapport before negotiations can increase trust and successful outcomes. How small daily changes, like arriving early, can improve sales efforts significantly. Why balancing competence with authenticity in sales can enhance credibility and trustworthiness. How acknowledging minor imperfections through the pratfall effect can boost relatability. Why becoming a trusted advisor involves building a personal brand and thought leadership. How the "Batman effect" can boost confidence during public speaking engagements. Why interactive reflection helps audiences retain key takeaways from presentations. How thorough research and human connection differentiate salespeople in today's attention economy. How practical advice on mindset, rapport, and authenticity supports navigating a dynamic business environment. Elevate your sales and public speaking skills by exploring the dynamic techniques discussed in this engaging podcast episode!   David Meade on LinkedIn: https://www.linkedin.com/in/davidmeadelive/

    34 min
  6. Mastering AI for Business Growth: Strategy, Compliance, and Innovation with Sumeet Vermani

    6 OCT

    Mastering AI for Business Growth: Strategy, Compliance, and Innovation with Sumeet Vermani

    Are you prepared to tackle the challenges of AI governance and leverage its potential for innovation in digital marketing? In this episode we sit down with Sumeet Vermani, Founder & Chief Marketing Officer of SKV Consulting, to unlock the secrets of implementing AI in business. We explore the vital need for aligning AI strategies with broader business objectives, going beyond the mere trendiness of technology. Sumeet shares how AI adoption is prompting cultural shifts in organizations, influenced by platforms like Google. Through Sumeet's first-hand experiences, we emphasize the importance of strategic planning to ensure AI initiatives contribute to long-term business success. As we navigate the challenges of AI governance and compliance, particularly in light of EU regulations, the discussion emphasizes the critical role of precision in regulatory navigation. Sumeet and I highlight the competitive advantage of proprietary data, cautioning against its misuse in AI training. Sumeet shares his thoughts on maximizing AI's potential in the digital space, urging businesses to innovate and experiment with next-gen SEO strategies like AEO and GEO. Topics covered during this episode include: Why AI adoption necessitates a cultural shift toward outsourcing thinking. How strategic planning ensures AI initiatives support long-term business success. Why navigating AI governance and compliance is challenging, especially with complex EU regulations. How organizations must align with compliance standards to mitigate jurisdictional risks. Why proprietary data should be protected as a competitive edge in AI training. How to avoid misuse of customer data in AI deployment to protect brand integrity. How businesses can maximize AI potential in digital marketing by embracing AEO and GEO. Why it's important to start small and solve specific business problems with AI solutions. How the rapid adoption of AI technology is driven by user-friendly interfaces. Why critical thinking remains vital despite the convenience of AI-driven solutions. How effective AI deployment requires understanding its broader impact on business operations. Why it's important to integrate AI tools with existing technology to improve efficiency. Discover how to leverage AI for long-term success while mastering compliance and innovation in the ever-evolving digital marketing space!   Sumeet Vermani on LinkedIn: https://www.linkedin.com/in/sumeetvermani/

    34 min
  7. Mastering USA Market Entry Through Strategic Vision and Leadership with Jennifer Quigley-Jones

    29 SEPT

    Mastering USA Market Entry Through Strategic Vision and Leadership with Jennifer Quigley-Jones

    How can a UK-based business successfully navigate the complexities of expanding into the competitive US market without losing its foothold at home? Today we're welcoming back Jennifer Quigley-Jones, the Founder and CEO of Digital Voices, as she talks about boldly expanding her UK-based business into the vibrant US market. She shares her strategic decision to reinvest $400,000 of retained profits, choosing long-term growth over personal dividends. We also learn about her innovative approaches to scaling operations and refining sales strategies within the ad agency industry. Jennifer's story is not just about financial commitment, but also about empowering her senior leadership team to drive innovation and focus on growth. Jennifer offers valuable cultural insights in contrasting the UK's business environment with that of the US. Her experiences highlight the importance of trust, creativity, and boldness in business expansion. She takes us through her mindset regarding the navigation of new markets and the dedication required to succeed in a competitive landscape. Topics covered during this episode include: Why reinvesting $400,000 of retained profits was crucial for Jennifer's US expansion. How Jenny's strategic leadership and empowering her team enabled business growth. Why networking and chance encounters, like at Soho House, are vital in new markets. How cultural differences between UK and US markets influence business strategies. Why long-term consultative relationships and unique marketing events build trust with clients. How Jenny's approach contrasts aggressive sales tactics with value-driven, relationship-focused strategies. Why attending and hosting events like South by Southwest fosters business connections. How leveraging personal experiences, such as a helicopter ride, exemplifies bold business moves. Why founders should prepare thoroughly before entering the US market for sustainable growth. How investing in a strong senior leadership team allows founders to focus on innovation. Why offering guaranteed results builds trust with US clients in competitive markets. How setting realistic hiring budgets is crucial for US business operations. Listen now to explore the cultural nuances of US business expansion and how creative marketing tactics can elevate your brand's success!   Digital Voices: https://www.digitalvoices.com/ Jennifer on LinkedIn: https://www.linkedin.com/in/jennifer-quigley-jones/ Jennifer on Instagram: https://www.instagram.com/jenqj/ Jennifer on TikTok: https://www.tiktok.com/@j.quigleyjones

    29 min
  8. Strategic Partnerships and Success in the Third Sector with Jenny Kitchen

    22 SEPT

    Strategic Partnerships and Success in the Third Sector with Jenny Kitchen

    How can agencies build trust and articulate value to excel in complex third-sector negotiations? Jenny Kitchen, the CEO of Yoyo Design, is with us today to explore the transformative journey of a digital agency evolving into a leader in the third sector. She explains how Yoyo Design strategically partnered with technology like Umbraco and collaborated with organizations such as the RNLI to fuel their growth and establish a strong foothold in the sector. Jenny shares personal stories from her time in rural France, which have shaped her leadership approach, emphasizing creativity, strategic partnerships, and intentional growth. Her insights reveal how agencies can carve out their niche in competitive markets by embracing early engagement, collaboration, and digital sophistication. Jenny opens up about the importance of building trust and articulating value, especially in complex negotiations within the third sector. She discusses the lessons Yoyo Design has learned from their journey to B Corp certification, including tracking conversion rates and refining their qualification strategies. We also touch on the nuances of negotiating contracts in the private versus public sectors and the role of digital sophistication in aligning business strategies. Topics covered during this episode include: How Yoyo Design transitioned from sector-agnostic to a leader in the third sector. Why strategic partnerships with Umbraco fueled Yoyo Design's growth. How collaboration with the RNLI marked a pivotal shift for Yoyo Design. Why trust and articulating value are crucial in third-sector negotiations. How becoming a certified B Corp influenced Yoyo Design's market opportunities. Why tracking conversion rates and qualifying leads maximizes win rates and reduces effort. How aligning digital projects with business strategies requires clear communication of value. Why building trust leads to better negotiation outcomes and client relationships. How intentional niching and strategic alliances drive growth and competitive advantage. Why digital agencies should focus on niche markets to improve conversion rates and storytelling. How early stakeholder involvement in the third sector streamlines project delivery and decision-making. Join us to explore the journey of evolving a digital agency into a third sector leader and gain actionable insights for your growth strategy!   Jenny Kitchen on LinkedIn: https://www.linkedin.com/in/jenny-kitchen/

    26 min
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5
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20 Ratings

About

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It's all about helping you win more deals, and hitting your sales quota. We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes. The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly. Please subscribe to get updates when new episodes are released.

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