Higgle: The B2B Sales Club

Mike Lander
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Higgle: The B2B Sales Club

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. 1 DAY AGO

    The Critical Impact of Sales Engineers in B2B Sales with Ramzi Marjaba

    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/

    33 min

  2. 7 OCT

    Scaling Your Consultancy Via Automated Assessments with Stefan Debois

    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/

    28 min

  3. 30 SEPT

    Multi-Channel Strategies, AI Integration, and the Revival of Cold Calling with Haris Halkic

    The guest for this episode is Haris Halkic, a tech sales professional and LinkedIn content creator from Germany. With five years of experience as an account executive across various companies, he now runs the SalesDaily newsletter, providing sales resources and insights to its subscribers He explains revolutionary B2B sales strategies today, focusing on a multi-channel approach that combines LinkedIn, cold calling, and emails. We discuss the integration of AI tools to streamline sales processes, the resurgence of cold calling, and the importance of personalized outreach methods. Topics covered during this episode include: How AI tools for note taking and call analysis enhance sales productivity. Why cold calling is resurging post-pandemic within multi-channel strategies. How training, dedication, and flexible scripts are vital for successful cold calling. Why large enterprise sales organizations benefit more from cold calling than mid-market suppliers. How engaging prospects on LinkedIn through meaningful comments can build relationships. Why modern sales trends emphasize genuine human connections amidst AI proliferation. How creativity in outreach, like using LinkedIn voice notes and short introduction videos, can be impactful. Why many sales reps are reluctant to adopt basic yet effective sales tactics. How digital sales rooms and AI tools aid in streamlining the sales process. Why some enterprises restrict AI note takers due to data protection concerns. How top sales performers prioritize revenue-generating activities and say no to non-essential tasks. How personalized outreach methods, such as leaving voicemails, improve email open rates. How the transition from corporate roles to the creator economy helps salespeople discover innovative tactics. How remote settings challenge traditional sales training and support. Why young sellers need increased training and support to adapt to the current sales environment.   Haris Halkic on LinkedIn: https://www.linkedin.com/in/haris-halkic/

    32 min

  4. 23 SEPT

    Revolutionizing Sales through Customer-Centric Approaches with Barrett King

    Today we’re talking all about transformative power of strategic partnerships in scaling tech companies. We’re joined by Barrett King, who is Senior Director, Revenue & Partnerships at New Breed as well as a former HubSpot leader. We explore his unconventional journey from the restaurant industry to becoming a B2B tech sales expert. Barrett shares key insights from HubSpot’s early days, highlighting the importance of market listening, exceptional customer support, and innovative partnership models. We also discuss the critical role of tech ecosystems, personal branding, and customer-centric sales approaches in driving growth.   Topics covered during this episode include: Why Barrett’s transition from the culinary arts to B2B tech sales provides unique perspectives. How HubSpot’s early market listening, customer support, and partnerships led to SaaS success. Why tech ecosystems are crucial for company expansion and long-term growth. How distributors, resellers, and VARs enhance go-to-market strategies. Why customer retention and robust ecosystems drive business success. How personal branding for sales teams contributes to overall company success. Why salespeople need to be knowledgeable consultants, not just product sellers. How improving conversion rates requires a blend of data analysis and incremental changes. Why a strong company culture and mission belief inspire personal and organizational success. Emphasizing quality over quantity in sales efforts involving tech. Why customer service should be integrated into sales functions for better results. How successful tech companies retain and expand existing customers for sustainable growth. Why understanding customer problems deeply is essential for improving conversion rates. How owning one’s social and email presence can elevate personal and company brand. Why the conventional sales approach needs to evolve towards customer-centric methods.   Barrett King on LinkedIn: https://www.linkedin.com/in/barrettjking/

    38 min

  5. 16 SEPT

    Innovative Sales Strategies in Challenging Economies with Gerry Hill

    We are joined today by Gerry Hill who is RVP EMEA, Strategy and Alliance at ConnectAndSell. His company’s cloud-based dialing technology enables B2B businesses to have more conversations with their intended targets than serial dialing. With extensive experience in risk assessment, cost analysis, and market entry strategies, Gerry brings a wealth of knowledge to sales professionals navigating challenging markets. Gerry will take us on an exploration of innovative sales strategies, diving into mastering sales lead generation in tough markets, understanding private equity's role in business efficiency, and engaging senior prospects. He shares actionable insights on boosting sales productivity using agile teams and scientific approaches.   Topics covered during this episode include: Why mastering sales lead generation in challenging markets is required for boosting sales team effectiveness. The role of private equity in value creation and operational efficiency through operating partners. Proactive strategies for slower markets, focusing on aggressive closing techniques and system improvements. How to confidently engage with senior prospects and uncover opportunities to add substantial value. The evolving landscape of sales strategies, emphasizing outbound sales and agile methodologies. Benefits of small, specialized sales teams for productivity and morale. Transforming lead generation by moving clients from fear to curiosity within seconds during cold calls. Effective sales strategies emphasizing permission-based openers and confidence in outbound sales. Why the emergence of operating partners in private equity is essential for enhancing company performance. The necessity of balancing labor and valuing experienced talent in today's market. How trusted advisors and value articulation become vital in down markets. Importance of selling underlying technology rather than just products in the SaaS industry. The role of executive buy-in and structured sprints in applying agile frameworks to sales. How nurturing relationships over time is critical for long-term demand creation in outbound sales.   Gerry Hill on LinkedIn: https://uk.linkedin.com/in/beaccurate

    35 min

  6. 9 SEPT

    Strategies for Balancing Artistic Vision Against Budget Constraints with J Francisco Escobar

    J Francisco Escobar, who is President & Founder of JFE International Consultants, as well as COO of Lake House Partners, joins us today. He is a seasoned marketing professional who transitioned from finance to marketing during his time at Texas Instruments. His unique journey and extensive experience in managing budgets and procurement have made him an expert in balancing creativity with fiscal responsibility.   In this episode, we’ll explore the balance between creativity and budget constraints in marketing. We hear about his change from finance to marketing and the difficult decisions that need to be made when selecting agency partners. Francisco also brings valuable insights into the impact of AI on marketing and agency models.   Topics covered during this episode include: How J Francisco Escobar's finance background influenced his approach to marketing and procurement at Texas Instruments. How maintaining advertising and travel budgets during tough times can capitalize on market opportunities. Strategies for managing budgets and procurement within marketing communications. How J Francisco's diplomatic upbringing and teaching influences shaped his career. Why procurement plays a critical role in marketing and travel. Insights on choosing agency partners and the role of search consultancies. The pitfalls of search consultancies shifting focus to cost consulting. Practical tips for ensuring a fair and efficient agency selection process. The importance of genuine enthusiasm and thoroughness in agency presentations. How AI is disrupting traditional agency compensation models. Explanation of the four basic pricing models in procurement. How AI introduces tech fees as a new dimension in monetization strategies. The impact of AI on agency models and the potential for value-based pricing. Benefits of agencies adopting AI to stay relevant and attractive to talent. How agencies can leverage AI to blur lines between different marketing services. Why client-side experience is valuable for agency professionals.     J Francisco Escobar on LinkedIn: https://www.linkedin.com/in/jfeintl

    43 min

  7. 2 SEPT

    Relationship Building Through Empathy, Networking, and Authenticity with Katy Howell

    Today we’re joined by Katy Howell, the founder of Immediate Future, which is a successful social media agency. She also has an intriguing background in science, having studied genetics and plant sciences. Katy transitioned from science to marketing, bringing an analytical perspective to her work. We’ll discuss her journey from science to social media success, the critical role of empathy in understanding buyers, and practical strategies for effective networking. Katy also shares tips on how you can stand out in the crowded B2B market through passion, expertise, and authentic connections. Topics covered during this episode include: Katy Howell's transition from science to founding a social media agency. Why adopting an empathetic approach is crucial in today's climate of personal challenges and burnout. How a more empathetic approach aids in understanding the psychographics of buyers. The importance of having an ideal customer profile (ICP) for effective communication. How genuine curiosity and meaningful conversations build lasting professional relationships. Katy's personal experience of being sober for 19 months and its impact on networking. Why engaging others with interest and embracing uniqueness enhances networking efforts. Practical advice for early-career professionals on participating in industry events. The value of attending events, joining communities, and prioritizing face-to-face interactions. Why maintaining and nurturing connections through follow-ups and personalized communication is essential. How leveraging expertise and demonstrating a unique personality differentiate agencies in a crowded market. Why it’s a good idea to involve the entire team in social media efforts. The importance of understanding the professional and personal drivers for buyer decisions. Katy's strategy of using knowledge sharing as a means to build trust. The role of thought leadership in building trust and influencing purchase decisions. The importance of personality and expertise in agency differentiation.   Katy Howell on LinkedIn: https://www.linkedin.com/in/katyhowell/

    37 min

  8. 26 AUG

    Utilizing B2B Sales to Shift from Small Business to Global Leader with Craig Letton

    Craig Letton is the CEO of Hyble, a world-class marketing technology company that serves the alcohol industry. With over 11 years of experience in this role, Craig has a proven track record of scaling the business, expanding into new markets, and delivering innovative solutions for global clients. Craig's core competencies include new business development, strategy, marketing management, and negotiation. He has transformed Hyble from a family business into a software provider that is used by leading drinks brands and distributors in over 50 countries, such as Bacardi, Carlsberg, Campari, and Diageo. Under his leadership, Hyble has grown revenue 10X since 2017 and secured backing from the UK's most-active growth funding investor, BGF. Craig has recently re-located with his family from Scotland to Boston to build his business in the USA. Hyble is a marketing technology company focused on disrupting the global alcohol marketing industry. Their marketing technology platform delivers high-quality, customizable, compliant printed and digital marketing materials ordered on-demand for clients. In this episode, Craig guides us through the art of building trust and mastering enterprise sales. He shares his incredible journey from transforming his family’s digital print business into a global technology powerhouse. We discuss the critical elements of winning major B2B deals, the importance of emotional intelligence, and effective sales strategies like the Challenger sales approach. Craig also demonstrates how experience, innovation, and a relentless drive can help you win major RFPs and convince large corporations to embrace new technologies. Topics covered during this episode include: Why building trust in B2B relationships is always needed for long-term success. How personal vulnerabilities can foster mutual trust in business relationships. The importance of strategic pivots and innovation for business growth. The role of experience, innovation, and perseverance in winning major RFPs. Why emotional intelligence and empathy are key to successful sales negotiations. The effectiveness of the Challenger sales approach in engaging clients. How nurturing a few key relationships can lead to long-term, reliable partnerships. The significance of understanding a client’s core drivers and aligning solutions accordingly. Why a collaborative approach to problem solving strengthens business relationships. How preparation and rehearsing to perfection are essential for successful enterprise selling. The value of listening and high emotional intelligence in B2B sales conversations. How making emotional connections first and backing them with logic can close deals. The versatility of sales skills across various business aspects, including investor negotiations. The role of thorough research in aligning solutions with a client's culture and values. How focusing on unique solutions and unwavering commitment drives business vision.   Craig Letton on LinkedIn: https://www.linkedin.com/in/craigletton

    37 min
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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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