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