Breaking BizDev

eaning too hard on AI for sales and marketing, and you risk any trust and credibility built with prospective clients. So where does AI actually belong in creating and winning new business?In this episode of Breaking BizDev, John Tyreman and Mark Wainwright break down the good, the bad, and the ugly of using AI in sales and marketing. They explain why relying on AI to replace human connection is a critical mistake, and how you should instead use it to maximize the time you spend in live, synchronous conversations.In this episode, you'll hear:• Why automated cold outreach, social comments, and follow-up emails destroy credibility and trust.• How to free up your team to have more face-to-face interactions.• How to generate meeting transcripts and summaries so you can focus on active listening• How to aggregate data, append spreadsheets, and build targeted prospect lists.• How to role play future sales calls • How to "humanize" and polish their 3-option pricing tables.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Unbillable time is often treated as an afterthought—but it shouldn’t be.In this episode of Breaking BizDev, John Tyreman and Mark Wainwright reframe unbillable hours as one of the most important investments you can make in your future pipeline.They discuss how professionals can move beyond simply “filling time” and instead use those hours with intention—focusing on the activities that actually drive growth.You’ll hear: Why utilization alone is a flawed measure of success  How to evaluate and prioritize your non-billable time  A clear way to connect marketing and sales efforts  The key areas where your time creates the most impact  How to balance short-term demands with long-term opportunity building Whether you're trying to generate new business, deepen client relationships, or build your brand, this episode offers a practical approach to making your unbillable hours count.Your future work depends on how you use your time today.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Doing great work isn’t enough to generate referrals.In fact, relying on that alone might be exactly what’s holding you back.🤨In this episode of Breaking Biz Dev, Mark and John take a diagnostic approach to one of the most powerful yet underutilized growth strategies in professional services: referrals Drawing from real-world coaching experience, they uncover why so many professionals fail to generate referrals despite strong networks and satisfied clients. From vague asks and inconsistent effort to fear of rejection and lack of process, the breakdown often isn’t the relationships—it’s the system behind them.You’ll learn:How to identify the warning signs of a broken referral process Why most firms don’t treat referrals as a true lead generation channel The difference between passive and proactive referrals How mindset, timing, and clarity impact your success Practical steps to build a repeatable referral process starting today If referrals make up a small (or nonexistent) portion of your pipeline, this episode will help you rethink your approach and take control of a high-impact growth channel.Start turning trust into opportunity.Subscribe for weekly conversations on business development, growth strategy, and modern professional services leadership.CHAPTERS00:00 Why Referrals Get Missed00:43 Show Intro and Listener Shoutout02:49 Referral Process Reality Check05:42 Common Referral Mistakes08:09 Symptoms Your Process Is Broken11:34 Root Cause No Process12:19 Root Cause Unclear Ask16:22 Root Cause Timing and Mindset20:06 Tracking and Attribution Gaps23:26 Rethinking Referrals Push and Pull24:57 Action Steps Start Your List28:20 Wrap Up and Next EpisodeLink to A Referral Process Episode: https://youtu.be/zGNXNNoi2vcShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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.CHAPTERS00:00 Recap and Setup01:58 Why Tables Work02:43 Level of Involvement03:34 Pros and Cons05:43 Entree Engagement08:07 Decision Psychology10:33 Entree Tradeoffs12:18 Compensation Options14:48 Risk and Incentives16:26 Compensation Risk Tradeoffs18:04 Payment Options Framework19:11 Upfront Versus End Payment20:17 Risk And Cashflow Realities21:59 Name Your Three Options24:24 Show Inclusions And Exclusions25:34 Design For Fast Decisions27:57 Present Live Not Email29:29 Anchoring The Price Order30:18 Value Based Options And Practice31:55 The Magical Client Lean In33:04 Wrap Up And Next TimeShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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

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

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 Introduction02:06  Cross-Industry Insights04:04 AEC employs more seller-doers09:15 Accounting firms are digitally mature13:21 Creative agencies have strong account management17:33 Wealth Management firms use Centers of Influence23:42 Different pricing models across industries28:08 ConclusionResearch 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 MarketingShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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

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

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

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

 The AEC world is full of brilliant engineers, architects, and builders—yet many firms still struggle to grow the way they should. In this episode, John and Mark break down what’s actually broken in AEC business development by bringing in three guest voices who see the problems up close every day.First up is Aaron Moncur, founder of Pipeline Design & Engineering and host of Being an Engineer. Aaron shares why so many engineers hesitate to market themselves, why “humble brags” feel impossible, and how he built a media ecosystem—podcasts, community, events—to escape the expensive black hole of traditional trade shows.Then, Leslie Blaize makes the case that AEC firms dramatically underuse one of the most powerful tools in business development: storytelling. She explains why technical expertise alone can’t win a project, how emotion drives buying decisions, and why firms should be capturing, curating, and reusing their best project stories instead of letting them disappear after a single proposal.Finally, Perryn Olson brings a construction-focused lens to what’s broken—namely, over-reliance on founder-led sales and a lack of clear ideal client profiles. He unpacks why these habits choke growth, destroy succession value, and leave firms trapped in a cycle of “sell only what the founder can sell.”John and Mark tie all three conversations together, highlighting themes across engineering, architecture, and construction—from cultural reluctance around marketing to the chaos of co-opetition to the structural challenges of building a scalable BD function.If you’ve ever wondered why AEC firms struggle to tell their story, stand out, or build a real sales engine… this episode brings the receipts.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Everyone knows trust is the currency of professional services—but most firms are trying to earn it in the slowest way possible: one lunch/coffee/zoom chat at a time. In this episode, John and Mark break down how to scale trust using the Trust Equation, parasocial relationships, and modern content channels that build credibility, reliability, and intimacy long before a prospect ever speaks to you. If you want more pipeline without doubling your lunch budget, this one’s for you.Special guest appearance from Melina Palmer, host of The Brainy Business podcast, with perspective on parasocial relationships.00:00 Welcome01:20 Trust02:48 The Trust Equation10:00 Parasocial Relationship14:24 Reaction to Melina21:49 Next Steps22:15 Organize Your Thoughts23:05 Find a Vehicle For Your Authentic Voice25:23 Build A Habit Of Creating And Publishing26:59 Expand Beyond Your Core Channel28:35 Social Evidence30:54 Engage With Your Audience In Scalable WaysConnect with Melina on LinkedIn: https://www.linkedin.com/in/melinapalmer/Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/Learn more about the Trust Equation from Trusted Advisor Associates: https://trustedadvisor.com/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Most consultants say they’re “too busy doing the work” — as if that’s a badge of honor. But here’s the uncomfortable truth: you never stop to ask “are we still doing the right work?” In this episode, John and Mark break down the concept of the engagement meeting; a deliberate, structured conversation designed not to move a project forward, but to make sure everyone is aligned with its direction. It’s where you zoom out, recalibrate priorities, and turn reactive “fire drills” into proactive strategy. In this episode, you’ll learn:Why most client relationships fall apart between meetings, not during themHow to use engagement meetings to surface red flags before they become infernosThe subtle difference between being a vendor who delivers and a partner who steersHow this simple practice can increase client retention, expand accounts, and raise your lifetime value per clientIf you’ve ever felt like a client relationship is fine but something’s off, this episode will show you how to fix it before your client ghosts you for the next shiny firm.CHAPTERS:00:00 Welcome01:46 Listener Feedback Survey02:24 Engagement Meeting04:13 Being Proactive Instead Of Reactive08:01  Meeting Regularity09:19 Have A General Set Agenda11:30 Balancing The Scorecard12:55 Ideal Meeting Length15:12 Practical Tips20:03 Next Steps?21:36 When To Introduce The Concept23:36 How Many Participants?24:20 ConclusionShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Saying yes feels good. It’s helpful, it’s human—and it’s how your firm quietly bleeds to death. 😵In this episode, John and Mark dive into the real power of saying NO: qualifying hard, protecting your pipeline, and choosing clients and marketing efforts that actually move your firm forward. Plus, they explore the cognitive traps (hello, sunk cost fallacy and FOMO) that keep you from doing it.00:00 Introduction02:06 Welcome03:21 Qualification08:16 Cognitive Biases10:48 FOMO14:25 No Keeps The Buyer's Interest In Mind15:31 Saying 'No' To The Wrong Types Of Clients22:36 People Over Projects27:38 Saying No To Marketing Overload34:27 Wrap UpShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Your CRM is haunted. Not by ghosts...but by cold leads, stalled proposals, and “maybe next quarter” conversations that never saw the light of day. In this episode, John and Mark take you on a guided tour of the Pipeline Graveyard—where dead deals lurk, and second chances await.Despite the Halloween theme, this one’s evergreen. Because let’s be honest: deals go dark year-round. We’ll show you how to diagnose the truly dead, spot signs of life, and—when the timing’s right—resurrect opportunities without looking desperate.It’s part sales therapy, part post-mortem, and part playbook for turning silence into closed-won. So grab your flashlight and a shovel. We’re digging in.CHAPTERS00:00 Introduction00:48 Welcome01:16 Introduction02:57 Common Causes of Deals Failing06:29 Diagnosis11:17 Signs There Is Still Life In The Deal13:27 New Information15:03 Reflection18:19 How To Raise The Dead24:50 Digging In The Graveyard34:43 SegmentingShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Go ahead, put all of BD on the shoulders of your most expensive asset. What could possible go wrong? In this episode, John and Mark explore the pros and cons of partner involvement in business development. They look at the benefits and drawbacks of a firm partner's role in both marketing and sales. Identify actionable strategies for helping your firm's partners engage in the right kind of business development efforts.CHAPTERS00:00 Welcome + Listener shoutouts03:18 Episode Rundown04:49 Marketing and Sales Continuum05:16 Pros of Partner Involvement in Marketing08:39 Cons of Partner Involvement in Marketing13:12 Pros of Partner Involvement in Sales18:01 Cons of Partner Involvement in Sales27:31 What Good Look Like30:33 Rapid Fire: Who's the Bottleneck?35:16 Takeaways and ConclusionShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you." - Dale CarnegieIn this episode, Mark and John explore the importance of understanding clients better than they understand themselves. The conversation focuses on how actively listening to understand client needs can transform your business success, highlighting key concepts such as the empathy gap, the empathy map, and how this level of understanding serves as a significant competitive advantage. Want actionable advice on how to understand your clients better? Listen to this episode today and jot down some notes!CHAPTERS:00:00 Introduction01:20 Two Years of Breaking BizDev02:41 Episode Rundown03:38 THE Empathy Gap11:20 The Empathy Map15:11 Competitive Advantage19:19 Competitive Insulation20:36 Learn What Matters to Your Clients27:26 Create Feedback Loops32:31 How to Turn Empathy Into ActionThe Empathy Map: https://www.interaction-design.org/literature/article/empathy-map-why-and-how-to-use-itShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Before you pitch slap that prospect, listen to this episode.John and Mark tear down some terrible 'pitch slaps' from their LinkedIn DMs and offer a better way to approach social media. Shift your social media marketing from spammy sales tactics to authentic relationship-building. Listen to this episode to learn more.CHAPTERS:00:00 Welcome00:59 Origins of the Pitch Slap03:20 Social Selling10:47 Pitch Slap Examples19:50 A Different Way to Do Social Selling30:48 Connect Instead of Create35:54 Final ThoughtsShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

What kind of buyer did you talk to on your last sales call?When it comes to buying professional services, there is usually more than one buyer. Some refer to this as a 'buying committee.' So what different roles do each of these buyers play? How should you engage them? What should you watch out for? These are the kind of questions that John Tyreman and Mark Wainwright will answer in this episode of Breaking BizDev. CHAPTERS:00:00 Intro03:00 The Buying Committee04:32 The Three Different Buyer Roles05:17 The Visionary08:28 The Operator13:32 The Risk Mitigator16:54 Stories and Examples28:24 How to Take Action34:08 SummaryShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Why expand existing accounts when you can chase new logos forever? 😵‍💫On this episode, John and Mark break down the concept of 'account expansion' — growing revenue from existing client accounts:• The difference between upsell and cross-sell• 3 common mistakes firms make in account expansion• Identifying key decision-makers and organizational triggers• The importance of curiosity in building trust in relationships• How to frame your services in the context of what the client valuesCHAPTERS:00:00 Introduction 02:37 Benefits of Upsell and Cross-Sell05:30 Cross-Sell vs Upsell: What's the Difference?10:39 Common Mistakes in Upsell and Cross-Sell20:10 Effective Strategies for Upsell and Cross-Sell26:39 Building Client Relationships30:52 Embedding Yourself in Client Organizations36:35 The Role of Trust in Client Success38:54 Conclusion and Final Thoughts#businessdevelopment #salesdevelopment #sales #professionalservices #marketing #podcastShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

For consulting firms that have exhausted their network and the referral well has run dry, a digital marketing strategy is essential to attract new clients. But how?In this episode, Mark and John walk through a step-by-step framework perfect for experts and firms who need to reach a broader audience to generate new business opportunities. This doesn’t mean you need to become a well-known celebrity or go ‘viral’ at a Coldplay concert. Instead, build visibility within a tight, focused slice of the market. Become well-known to the people who actually value your services.CHAPTERS:00:00 Intro & Welcome03:13 Overarching Themes07:08 Research Your Buyers12:17 Create a Lead Generation Framework16:06 Source content from a podcast17:47 Optimize ALL your content (not just web pages)19:44 Use LinkedIn21:37 Weekly email newsletter24:35 Create and Continually Refresh Evergreen Content27:12 Create a Measurement Plan30:36 Conclusion & Final ThoughtsRead the full article from John: https://www.redcedarmarketing.com/blog/digital-marketing-strategy-for-consulting-firmsPast episodes mentioned:Free vs Paid Offers: Crafting an Effective Lead Generation StrategyDon’t Boil the Ocean: The Paradox of Focus, Specialization, and PositioningShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Professional Services. It's in the name. If you're in professional services, you're in the business of SERVING clients.On this episode of Breaking BizDev, John and Mark take a look at the transformative power of adopting a client-centric mindset in marketing and sales activities. Listen to this episode and you'll hear:From selling to serving—an overview of the core mindset shiftWhere firms get it wrongWhat a client success mindset looks like in practiceHow to build the culture that supports itWhat this unlocks for firm growthShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

*Trust* is what wins new business in professional services...but your ideal clients can't trust you if they don't *like* you, and they can't like you if they don't *know* about you. On this episode of Breaking BizDev, John and Mark break down "the mere exposure effect," also referred to as the "familiarity bias" and how firms and experts can take advantage of this cognitive bias and leverage psychology in their business development strategies. This episode also features guest voices from Ryan Paul Gibson, founder of Content Lift, and Melina Palmer, CEO and host of The Brainy Business.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Say goodbye to feast and famine. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright tackle the elusive concept of monthly recurring revenue (MRR) for professional services firms. Tired of the roller coaster of income highs and lows? We unpack why MRR isn't just for SaaS companies and how your firm can apply it to smooth out those wild fluctuations in revenue. Along the way, we discuss the sneaky benefits for both you and your clients, and provide some realistic, not-so-pie-in-the-sky ways to get started. In this episode, you'll learn:Why MRR models make sense in professional servicesHow does a MRR model work in professional services?Why you should avoid the 'Big Number'Why does a fixed monthly fee feel unnatural for consultants?One small step toward taking action todayShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

In this episode of Breaking BizDev, John and Mark dive into the complexities of business development within the accounting industry, like the steep challenges of differentiation, pricing models, and the annual scramble leading up to tax day. John shares his extensive experience with accounting firms and highlights insights gathered from the 2025 Association for Accounting Marketing (AAM) Summit Conference in Phoenix, AZ. The episode features quick interviews with sales and marketing professionals at the conference, who shared their perspectives on the most pressing issues in business development—ranging from the friction between marketing and sales to the misalignment of partner involvement. Tune in for a dynamic conversation rich with expert opinions and actionable advice, all aimed at breaking down what's broken in the accounting industry's approach to business development.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Welcome back to another episode of Breaking BizDev. Join hosts John Tyreman and Mark Wainwright as they dive into why proposals often fail and what you can do to improve them. From the self-diagnosis of client's needs to the common mistakes in crafting and submitting proposals, this episode provides actionable insights and tips. Whether you're a seasoned professional or new to business development, this snarky yet insightful episode will help you navigate the fraught process of proposal creation to improve your chances of winning bids and avoiding these common traps:Trap #1 - You respond to RFPs you shouldn'tTrap #2 - You don't take time to understand the clientTrap #3 - Your proposal looks like a brochureTrap #4 - You give the client one price optionTrap #5 - You submit the proposal without a conversationTrap #6 - You blow the in-person interviewShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Lead generation is a major challenge for many professional services firms. In this episode of Breaking Biz Dev, Mark and John break down possibly the most critical element of lead generation: your offer strategy. What value are you offering? And what’s the call to action? In this episode, you’ll hear:The roles of free vs paid offers in lead generationHow these offers work together in your marketing programHow to measure the performance of each kind of offerVarious cognitive biases that influence offer acceptanceExamples of calls to action (CTAs) for free vs paid offersShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

In this episode of Breaking Biz Dev, John and Mark take the Rainmaker model out to the alley for a well-deserved beatdown, highlight three (really) bad reasons to hire a rainmaker. In this episode, you’ll hear:What is a ‘Rainmaker’ anyway?Various ways firms organize their sales functionsHow buyers evaluate professional services firmsReally bad reason #1 - you don’t know how to sellReally bad reason #2 - you need a deal closerReally bad reason #3 - you want to grow fasterRead Mark’s full blog post: https://www.wainwrightinsight.com/3-really-bad-reasons-to-hire-a-rainmaker/Show notes:Inside the Buyer’s Brain Executive Summary: https://hingemarketing.com/library/article/inside-the-buyers-brain-fourth-edition-executive-summarySMPS + Stambaugh Ness Report: AEC BD 2024 Report: https://www.stambaughness.com/publication/aec-bd-building-business-development-success-report/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Proper planning prevents poor performance. Say that 10 times fast.In this episode, John and Mark break down the elements of an effective sales call plan, sharing insights from real-world experiences and highlighting the importance in driving better business outcomes. They walk through the crucial elements that make up an effective call plan and emphasize the significance of preparation, especially for those new to sales conversations. In this conversation, you’ll hear:The components of a sales call plan and why planning prevents poor performance.How setting a clear objective for the call enhances focus and direction.The role of thorough research in understanding client needs and anticipating questions.Why a concise agenda keeps the conversation aligned and productive.The art of telling a compelling client success storyRead the blog post from Mark and download the Sales Call Planning template: https://www.wainwrightinsight.com/creating-a-sales-call-plan/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Send us your feedback in this 3-min survey and help shape the future of Breaking BizDev.Is there a topic you want us to cover? Are there different segments or formats we should consider?What’s your preferred way to listen?Let us know!In this short bonus episode, John and Mark share some early feedback from the listener survey, and how you can participate and help steer the conversation. Take the survey as you listen to the episode. Why not?Share your feedback here:https://www.surveymonkey.com/r/8V9T6Z7Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Turn your firm into a trusted and respected leader in your niche.In this episode, John and Mark explore how firms can not only effectively differentiate against competitors, but actually how to apply that differentiation in their marketing and sales activities. In this conversation, we cover:The nuanced differences between focus, specialization, and positioningReasons why firms should embrace specializationHow to identify the right area of specializationHow to align your specialization with long-term goals for sustained successReal-world examples of firms with focus, specialization and excellent positioning:TBSP (tablespoon) — accounting solutions specifically for restaurants: https://tbsp.com/Driving Transactions — M&A advisory services specifically for chauffeured transportation companies: https://www.drivingtransactions.com/Jaffe Holden — acoustic design services for Performing Arts, Educational and Cultural Spaces Worldwide: https://www.jaffeholden.com/Lloyd Sports + Engineering — Lloyd Sports + Engineering has focused on the planning, design and construction of sports facilities since coining the term “sports engineering” in 1987: https://www.lloydengineers.com/Friedman Tax — accounting services specifically for tattoo parlors: https://friedmantax.com/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

“We’re in a bad economy…”“We’re experts. We’re never wrong…”“We’re up against tough competition…”"Our point of contact was a jerk..."…but what if it’s not them? What if it’s you?In this episode, John and Mark dissect what it truly means to be accountable when you lose a prospective client. We dig into the obstacles that professionals encounter when owning up to losses and present actionable strategies to transform setbacks into stepping stones for growth. In this conversation, we cover:Why do we default to the ‘blame game’ ?The role of firm culture in nurturing or stifling accountabilityWhy losing is a pivotal opportunity for growthStrategies for effective internal reflection and owning outcomesHow mindset, preparation, and continuous learning can help you overcome setbacks.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Imagine you could fast-forward your firm's growth and watch it like a time-lapse video going through different stages:Solo Small Mid-size EnterpriseWhat needs to happen in your sales and marketing functions to achieve growth at each stage? How do sales and marketing challenges evolve?That's what this episode is all about. Listen as John and Mark guide you through this sales and marketing maturation journey, along with guest appearances from Reuben Swartz and Mel Lester. We explore topics like:The importance of documentation, processes and systems (at every stage)How to keep the entrepreneurial flame lit as firms growWhy rainmakers don't scale, and how to leverage a seller-doer modelWhat firms typically do when the referral well runs dryThe role of automation and efficiency at larger firmsShow notes:According to the 2024 census, 60% of businesses in the US are one-person businesses. (source)Of businesses with employees, 50% have only 1-4 FTEs. (source)SPI Professional Services Maturity Model: https://spiresearch.com/ps-maturity-model/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Discover the art of being utterly indistinguishable from your competition.In this episode, John and Mark dive into the art of blending in, unveiling the tongue-in-cheek strategies to completely lose your edge and suck at differentiation. Listeners will learn how to avoid standing out, ensuring a legacy of mediocrity. Join us for a humorous—yet insightful—look at what not to do, ensuring you grasp the full spectrum of effective (and ineffective) differentiation strategies.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

When you think of the word ‘salesperson,’ what comes to mind?In this episode, John and Mark explore how professionals can shed ineffective sales habits and adopt a more authentic, client-centric mindset based on inquiry and curiosity. With guest insights from Mel Lester and Blair Enns, you'll learn why introspection and a shift from selling to serving can lead to more satisfying and successful client relationships. In this conversation, we cover:The pitfalls of adopting a stereotypical 'salesperson' persona and why authenticity matters.Practical tips for improving self-awareness and identifying bad sales habits.Examples of how using servant leadership with clients can lead to better business outcomes.Lessons on tactical empathy and how open-minded conversations can extract real value in sales.Connect with our guests on LinkedIn:• Mel Lester: https://www.linkedin.com/in/mellester/• Blair Enns: https://www.linkedin.com/in/blairenns/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

It's easy to get caught up working too much *in* the business and not enough *on* it. If you're feeling similar these days, bookmark this episode and hear the breakdown of the four activities you might have overlooked as the calendars turned:Talk to your clientsOptimize your client portfolioUpdate service packaging and pricingCreate a talent management & development planImprove your sales and marketing game this year. Subscribe today!Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Align yourself with other consultants in-orbit around your clients to deliver more value.Strategic partnerships can transform the way your business grows, turning the equation 1 plus 1 into something much greater. In this episode, John and Mark uncover the value and opportunities hidden within strategic partnerships for professional services firms. They explore how combining resources with the right partners can enhance client services and gain a competitive edge. We also have a guest appearance by Julie Geller, Principal Research Director at Info-Tech Research Group, who speaks to how tech companies evaluate consultants as potential partners.In this conversation, we cover:• How we define strategic partners• How to add value with other consultants in orbit around your clients• Examples of different kinds of partnership types• Who you should target• Perspective from Julie Geller on how software companies evaluate potential partnersConnect with Julie on LinkedIn: https://www.linkedin.com/in/juliegeller/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Win new business from accounts that share a common characteristic. This way, you can build your brand and create efficiencies.In this episode, John and Mark explore how firms can build Segment Development Plans that help firms grow relationships with prospects that represent a specific kind of client account. Combining SWOT analysis with targeted marketing efforts, business developers can use these plans to create a distinctive brand presence. In this conversation, we cover:Different ways to group segments of the marketWhy you tailor your offers for specific groups of the marketHow to perform a SWOT analysis to align strengths with opportunitiesOther considerations for your firm’s Segment Development PlanShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Transform the way you grow key accounts.Yes, you can achieve revenue growth and strengthen client relationships by developing comprehensive account development plans. In this episode, John and Mark share how to co-create effective account development plans with your clients. In this conversation, we answer key questions like:Why is it important to expand business with organizations you’re familiar with?How do you start building an account development plan?How do you prioritize clients for account development planning?What's an example of a simple message to get a conversation started?Download the account development planning template: https://www.wainwrightinsight.com/landing-page-account-development-planning-template/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Emotion drives purchase decisions more in B2B than B2C. Let that sink in.Yes, even when selecting professional service providers, emotion plays a major factor in decision-making. The relationships we forge and the stories we tell influence opportunities, contracts, and the clients we work with.In this episode, John and Mark delve into proven storytelling frameworks that can help professional services firms set themselves apart and connect on a deeper emotional level with clients. Joined by guest expert Troy Hiduke Campbell, they break down how stories can transform bullet points into compelling narratives that resonate and drive action. In this conversation, we cover:How storytelling can create emotional connections in professional servicesDisney's story spine framework and how it can be applied to businessThe power of the word "because" in crafting causally related, memorable storiesVarious storytelling frameworks you can start using todayPractical steps for gathering and structuring client experiences into impactful narrativesConnect with Troy on LinkedIn: https://www.linkedin.com/in/troy-hiduke-campbell/Learn more about On Your Feet: https://www.oyf.com/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Unlock the full potential of your firm's ability to *create* new business by mastering both inbound and outbound revenue generation activities.In this episode, John and Mark explore the synergy between inbound and outbound business development activities and how they can work together to produce exceptional outcomes. They discuss the importance of both approaches, how firms can effectively harness these strategies, and the potential pitfalls when they're misaligned. In this conversation, we cover:The core differences between inbound and outboundHow to balance and inbound and outbound activitiesReal-life examples of inbound and outbound activitiesThe signs and risks of team misalignment and how to avoid themPractical tips for creating a feedback loop to optimize lead generation and nurturingShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Coffee isn’t just for closers. Buyers can smell your commission breath.Good salespeople don’t have all the answers. In this episode, John and Mark bring on voices from other sales and marketing experts in the professional services realm. Featuring clips from Blair Enns, David C. Baker, Jason Mlicki and Jeff McKay, this episode explores the importance of mindset in developing new business:The significance of habit-building and mastery of both marketing and salesWhy it’s important to maintain a low self orientation and avoid selfishnessThe pitfalls of relying on RFPs and the benefits of a proactive strategyHow to avoid slipping into a salesperson ‘alter ego’The impact of sleazy sales tactics on client relationshipsWin Without Pitching: https://www.winwithoutpitching.com/Punctuation: https://punctuation.com/Rattleback: https://www.rattleback.com/Prudent Pedal: https://www.prudentpedal.com/Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Believe it or not, lead generation can actually work. Even for accounting, AEC, or consulting firms. In this episode, John and Mark break down the importance of lead generation, exploring why firms need to take it seriously beyond just waiting for RFPs. They highlight various lead sources, compare inbound and outbound strategies, and discuss effective multi-channel approaches. In this conversation, you’ll learn:How we define a “lead” in the context of a professional services firmWhy many expert firms don’t believe in generating leadsThe point in a firm’s growth cycle where firms explore lead generationVarious sources that have contributed leads to both John and Mark’s businessesExamples of firms that are doing lead generation effectively todayShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Get a behind-the-scenes look at Breaking BizDev.In this episode, John and Mark pull back the curtain on the production process, the technology they utilize, and how they're building listener engagement. From their first episode to their vision for the future, you'll hear what has worked, what hasn't, and their plans moving forward.0:00 Intro1:50 Origin story10:40 Listener shout outs13:47 Top 3 episodes21:24 Experiment recap27:15 Future possibilitiesShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Leadership transition is a major brand milestone and a cultural crossroads.So what role does sales and marketing play?In this episode, John and Mark explore how sales and marketing both support succession planning and leadership transition. In this conversation, you'll learn:Why it's important to expose young team members to sales and marketing early in their careersHow practice, failure, and learning play a pivotal role in developing the next generation's sales acumen and business skills.The impact of a firm’s marketing and branding strategy during leadership transitionsTechniques for democratizing expertise within the firm to reduce over-reliance on individual leaders and shield the organization from turnover risks.The significance of systematizing the business development process Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The role you play in developing new business changes as you grow throughout your career.Whether you're a junior practitioner, mid-career professional, or seasoned industry veteran, this episode is for you. John and Mark explore how firm employees—regardless of tenure—can (and should) contribute to developing new business. In this conversation, we cover:The importance of research and being exposed to BD processes early in professionals' careerBuilding peer-level relationships within client organizations for long-term success.Strategies for mid-career professionals to build their personal brands and engage in content creation.Mentoring the next generation by allowing them to learn through their own experiences and mistakes.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Mitigate risk and navigate the contracting phase effortlesslyIn Part 3 of this deep dive into the "Create, Choreograph, Contract" framework, John and Mark break down what happens between a verbal agreement and a signed contract. They look at the emotional and practical aspects of risk in decision-making processes, how both clients and consultants can manage and mitigate uncertainties, and how to handle other parties like legal and finance in the contracting phase. In this conversation, you'll learn:How to manage and mitigate risk without dropping priceHow to understand—rather than handle—objections The importance of maintaining focus on resultsHow to approach legal and accounting during contractingNegotiation strategies to anticipate potential issues and ensure progressShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Make your sales process look effortless and feel frictionless.In Part 2 of their deep dive into the "Create, Choreograph, Contract" framework, Mark and John explore the importance of deliberate and structured interactions with buyers, like how mirroring and reflecting can establish trust, and how seeking permission at each step ensures both parties are aligned. In this conversation, you'll learn:The four essential stages of the sales process: qualification, discovery, recommendations, and negotiation, each with tailored strategies for success.The power of mirroring and reflecting through body language, words, and posture to create a comfortable rapport.How to use tactical empathy tools to foster open and vulnerable dialogue.The importance of synchronous conversations for avoiding misinterpretation and ensuring clarity.Techniques for managing negotiations through conversation, addressing red lines and understanding the reasons behind edits.References:Understanding the Trust Equation, Charles H. GreenNever Split the Difference, Chris VossPermission Marketing, Seth GodinShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Yes, it is possible to get off the RFP hamster wheel. In Part 1 of their deep dive into the "Create, Choreograph, Contract" framework, John and Mark uncover the secrets behind creating the firm you want by breaking down different market segments, leveraging your network, and the power of proactive opportunity creation. In this conversation, you'll learn:The "iceberg" concept, which reveals a majority of potential clients are in the passive and status quo groups, offering hidden opportunities.How referrals from known individuals can accelerate trust-building and lead to quicker, more successful client acquisitions.Why developing account and segment development plans are crucial for gaining a deep understanding of clients and targeting new business.How proactive opportunity creation can reduce competitive pressure and lead to more fulfilling engagements.Using conferences as a prospecting example for targeted outreach to expand your network.Stay tuned for Part 2 and 3 of this business development framework.Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7