Breaking BizDev

John Tyreman & Mark Wainwright
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What does "business development" mean anyways? On Breaking BizDev, John Tyreman and Mark Wainwright break down, beat up, and redefine that nebulous term 'business development' for the modern professional services firm. Subscribe to this podcast to get sales and marketing advice that you can actually put into practice right away.  Whether you're an expert doer-seller, firm owner, or a dedicated sales/marketing pro, each episode will help you understand your buyers and win new business.Subscribe today and connect with us on LinkedIn.

  1. 6D AGO

    3 Option Pricing Tables Part II: Elements & Examples

    In this episode of Breaking Biz Dev, John and Mark go deep into the mechanics of three option pricing tables—how to actually build and present them in professional services. They walk through several practical frameworks for structuring options, including levels of involvement, entree engagements, compensation models, and payment structures. Along the way, they unpack the pros, cons, and real-world tradeoffs of each approach. The conversation also dives into decision psychology—why multiple smaller decisions are easier than one big one, how anchoring works, and why the “middle option” isn’t always the recommended path. On the tactical side, they cover how to name your options, design tables for clarity, and clearly communicate what’s included (and excluded). They also emphasize the importance of presenting these options live in conversation rather than sending them over email. The episode wraps with a powerful insight: when done right, these tables shift the dynamic—clients stop resisting and start collaborating, often leaning in to shape the solution themselves. If you’re looking to make your pricing conversations more effective, structured, and client-centered, this episode delivers a practical blueprint. CHAPTERS 00:00 Recap and Setup 01:58 Why Tables Work 02:43 Level of Involvement 03:34 Pros and Cons 05:43 Entree Engagement 08:07 Decision Psychology 10:33 Entree Tradeoffs 12:18 Compensation Options 14:48 Risk and Incentives 16:26 Compensation Risk Tradeoffs 18:04 Payment Options Framework 19:11 Upfront Versus End Payment 20:17 Risk And Cashflow Realities 21:59 Name Your Three Options 24:24 Show Inclusions And Exclusions 25:34 Design For Fast Decisions 27:57 Present Live Not Email 29:29 Anchoring The Price Order 30:18 Value Based Options And Practice 31:55 The Magical Client Lean In 33:04 Wrap Up And Next Time Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    34 min

  2. MAR 16

    3 Option Pricing Tables Part I: The Power of Three

    Most professional services firms present prospects with a single proposal and hope it sticks. But the best firms structure their pricing differently. In this episode of Breaking BizDev, John Tyreman introduces a powerful concept used across industries—from SaaS to consulting to consumer products: the three-option pricing table. Why three? Because the way options are presented dramatically shapes how buyers make decisions. A single option invites hesitation. Too many options create confusion. But three options strike a powerful balance—helping buyers quickly understand value, compare outcomes, and confidently choose. In Part I: The Power of Three, John explores the psychology behind structured choice and explains why three options consistently outperform traditional proposal formats. You’ll learn: The behavioral science behind structured choiceWhy three options guide better buying decisionsHow option pricing reframes conversations around value instead of costWhy this simple structure can increase both close rates and project sizeThis episode is the first in a series on option pricing for professional services firms. If you're an expert doer-seller, consultant, or firm owner, this framework can fundamentally change the way you position and price your work. Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    31 min

  3. MAR 2

    Slides Don’t Sell

    In this episode, Mark and John take aim at the traditional pitch deck — and explain why it no longer works in modern business development. From distraction overload to one-sided broadcasts, they outline five reasons slides don’t sell and why leading with a deck often undermines real sales conversations. They also explore what to do instead: Shifting from presentation mode to dialogueReflecting and synthesizing what buyers sayAnchoring conversations in a clear statement of understandingUsing visual aids strategically (not habitually)Maintaining narrative control by sending recordings, not slide filesIf your default move before a new prospect meeting is “Where’s the deck?”, this conversation is for you. #DitchTheDeck  Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    29 min

  4. FEB 16

    What Other Industries Know About Growth (That You’re Missing)

    Most professional services firms approach growth the same way: copy what their competitors are doing, refine it slightly, and hope for better results. In this episode of Breaking BizDev, we explore why that mindset creates stagnation—and why the firms that grow fastest often look outside their industry for better strategies. We talk about the “professional services echo chamber,” why benchmarking can backfire, and how borrowing ideas from other sectors can unlock differentiation, stronger positioning, and a more scalable approach to business development. If you're a firm owner, doer-seller, or sales/marketing leader trying to break through a growth plateau, this episode will give you a sharper way to think about what actually drives sustainable firm growth. CHAPTERS: 00:00 Introduction 02:06  Cross-Industry Insights 04:04 AEC employs more seller-doers 09:15 Accounting firms are digitally mature 13:21 Creative agencies have strong account management 17:33 Wealth Management firms use Centers of Influence 23:42 Different pricing models across industries 28:08 Conclusion Research mentioned in this episode: • 2026 High Growth Study by Hinge Marketing • AEC.BD report by Stambaugh Ness and SMPS • Marketing Budget Benchmark Study by the Association for Accounting Marketing Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    33 min

  5. FEB 2

    Follow-Up DOs and DON'Ts for Business Development

    Most business development conversations don’t fail in the meeting—they fail in the follow-up. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright unpack the DOs and DON’Ts of follow-up and explain why it’s one of the most critical—and most mishandled—parts of business development. They frame follow-up as a link in the chain that either moves opportunities forward or quietly pulls them backward. Through real examples from sales and marketing, they show how effective follow-up builds clarity, trust, and momentum—and how bad follow-up (or none at all) derails deals. You’ll learn: What good follow-up actually does in sales and business developmentCommon follow-up mistakes that break momentumWhy “just checking in” often does more harm than goodHow follow-up supports choreography from conversation to contractThe difference between sales follow-up and marketing follow-upA must-listen for consultants, firm owners, doer-sellers, and anyone responsible for generating and closing professional services work. Past episodes mentioned: The Psychology of Familiarity: Building Trust With Mere ExposureChecking In, Ghosting, and the Magic EmailShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    35 min

  6. JAN 19

    The Doer-Seller Bell Curve

    Most professional services firms depend on doer-sellers—but few take the time to examine how sales responsibility is actually distributed across the organization. In this episode, John Tyreman and Mark Wainwright introduce The Doer-Seller Bell Curve, a simple framework for firm leadership to understand the breakdown of people “doing the work” and “winning the work.” They discuss why many firms are skewed toward doers, why mid-career professionals often represent the greatest opportunity (and risk), and why relying too heavily on long-tenured sellers can undermine long-term growth and succession. You’ll hear insights on: Why excellent delivery rarely guarantees future workThe cultural and structural forces that shape selling behaviorCommon pitfalls of the doer-seller modelHow firms can intentionally shift the curve over timeThis episode is for firm leaders who want to build a healthier, more sustainable approach to business development—without forcing everyone to “be in sales.” Past episodes referenced: Mastering BizDev In Your Career: From Junior Practitioner to Managing PartnerShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    30 min

  7. JAN 5

    5 Business 'Black Holes' Draining Your Time, Culture, and Profit

    Some of the biggest threats to your firm aren’t competitors or market conditions—they’re internal “black holes” that quietly consume time, focus, and profit. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright unpack the everyday practices that feel productive but actually limit growth. From utilization tracking and meeting bloat to hourly billing, shiny object syndrome, and social media overuse, these black holes pull firms away from what matters most: client outcomes and real business development. You’ll hear: Why utilization and billable hours distort decision-makingHow internal meetings quietly drain leadership capacityWhy new tools don’t fix broken processesHow hourly pricing caps scalability and creates misalignmentWhen social media is an asset—and when it becomes a trapThis episode challenges long-held assumptions inside professional services firms and offers a clearer way to refocus on impact, value, and growth. Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    30 min

  8. 12/22/2025

    8 Elements of Sales Choreography: Turn That 'Maybe' Into a 'Yes'

    Sales doesn’t fail because of bad stages—it fails because of missing behaviors. In this episode, John Tyreman and Mark Wainwright break down the eight elements of sales choreography that help professional services sellers build trust, maintain momentum, and guide opportunities forward without being pushy. From curiosity and synchronous conversations to mirroring, permission, and guiding the process, this episode focuses on the actions you can control—regardless of where a buyer is in their journey. If you’re tired of stalled deals and vague “maybes,” this conversation will change how you think about sales execution. Past episodes referenced: Create, Choreograph, Contract: A Business Development FrameworkPart 2. Choreograph Your Sales ActivitiesBuilding Trust At Scale (Without 1,000 Coffee Chats) Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

    31 min
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About

What does "business development" mean anyways? On Breaking BizDev, John Tyreman and Mark Wainwright break down, beat up, and redefine that nebulous term 'business development' for the modern professional services firm. Subscribe to this podcast to get sales and marketing advice that you can actually put into practice right away.  Whether you're an expert doer-seller, firm owner, or a dedicated sales/marketing pro, each episode will help you understand your buyers and win new business.Subscribe today and connect with us on LinkedIn.

Information

  • Creator
    John Tyreman & Mark Wainwright
  • Years Active
    2023 - 2026
  • Episodes
    74
  • Rating
    Explicit
  • Copyright
    © 2026 Breaking BizDev
  • Show Website
    Breaking BizDev