Breaking BizDev

AI Search Is Secretly Screening and Shortlisting Your Firm

Mon, 31 Aug 2026 05:00:00 -0400

Before a prospect ever lands on your website or schedules an introductory call, an invisible filter may decide whether your firm even deserves to be in the running.

Today's B2B buyers are bypassing traditional search bars and asking AI platforms like ChatGPT, Claude, and Gemini to curate custom shortlists of top service providers. This shift means the machine is secretly screening, evaluating, and filtering your firm long before you ever know that lead exists.

In this episode of Breaking BizDev, John and Mark explore what this behavioral shift means for marketing a professional services firm. They are joined by guest voices from SEO specialist Geoff Kerbis (Director of SEO at Assembly Global) and Austin McNair (Head of Marketing at Hinge Marketing) to break down how Generative Engine Optimization (GEO) is fast-forwarding the buyer's journey and what you must do to ensure your brand actually shows up.

In this episode, you'll learn:

How AI search tools help buyers bypass the first 63% of the buying journey
How a decade-old employee review can warp your digital brand
Why your marketing team must focus on earning brand mentions and citations.
Which platform is the most reputable, highly cited source domain for professional services AI engines
Technical, practical steps you can take today, like adding organization schema on your website backend and claiming your Google Search Profile.

CHAPTERS:

00:00 Welcome
04:15 SEO vs GEO
15:00 Measuring AI Share of Voice
17:04 How Firms Should Evolve Their Marketing Strategy
25:20 The Role of Thought Leadership

Catch the full interviews with Geoff and Austin on the Breaking BizDev YouTube Channel

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5 Small Sales Habits That Make (Or Break) Deals

Mon, 17 Aug 2026 05:00:00 -0400

While many professional services firms focus on massive strategic shifts to close deals, it is often the tiny, day-to-day behaviors of doer-sellers that quietly make or break a sale. In this episode of Breaking BizDev, John and Mark break down the five critical sales habits that successful professionals exhibit to build trust, take control of opportunities, and win more work. Through humorous roleplay skits and practical good-vs-bad behavioral breakdowns, they show you how to transition these actions from intentional effort into second-nature habits.

In this episode, you'll learn:

Proactivity: How to take the initiative and anticipate client needs instead of waiting for RFPs to drop or letting deals stall in "the waiting game".
Ownership: Why true accountability means setting clear revenue goals and owning the outcomes of your pursuits—especially when assuming responsibility for the losses.
Curiosity: How to ditch the slide deck and focus entirely on the client's business problems through disciplined preparation, active listening, and client-focused storytelling.
Situational Awareness: How to "read the room," spot subtle verbal and visual cues (even over Zoom), and dynamically pivot the sales conversation rather than sticking to a rigid script.
Humble Confidence: How to strike the perfect balance between knowing your value and putting the client's needs first, including mastering "the power of I don't know" and redirecting prospects to competitors when you aren't a good fit.

CHAPTERS:
00:00 Welcome
03:27 Proactivity
07:51 Ownership
11:10 Curiosity
16:56 Situational Awareness
23:16 Humble Confidence
29:01 Final Thoughts

Relevant Past Episodes:

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Creating New Business When Times Are Good (And When They're Not)

Mon, 03 Aug 2026 05:00:00 -0400

When the economy is booming, winning new business can feel effortless, but what about when times are hard? How do the behaviors of buyers and sellers shift?

For doer-sellers and professional services BD pros, navigating economic cycles requires adapting your strategy without falling into common traps—from sacrificing future pipeline during busy periods to exuding desperation when work slows down. In this episode of Breaking BizDev, John and Mark break down how buyer psychology shifts between good and hard times, and share actionable habits to keep your pipeline healthy through every phase of the economic cycle. In this episode, you'll learn:

How buyer behavior shifts between economic booms and market downturns.
Why you must avoid the utilization trap during boom times to protect your future pipeline.
How to build a proactive referral habit while client relationships are thriving.
Why offering cut-rate loss leaders backfires—and how 3-option tables save margins.
How to avoid commission breath and lower self-orientation when deals are scarce

CHAPTERS:

00:00 Welcome
02:12 Reading the Market Signals
03:46 Buyer Mindset Shifts
06:59 Biz Dev in Boom Times
16:09 Selling Through Downturns

Past episodes mentioned:

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

When Should You STOP Listening and START Advising?

Mon, 20 Jul 2026 09:00:00 -0400

Many experts are eager to stop asking questions and start doing "the work," but rushing to solve a problem is a massive trap.

For doer-sellers and professional services BD pros, knowing exactly when to shift from listening to advising can feel like a guessing game. It is tempting to jump straight into providing solutions to prove your expertise, but true discovery is a continuous process that shouldn't end just because a contract is signed. In this episode of Breaking BizDev, John and Mark explore the difference between generalized and applied expertise, and reveal the exact information you need to uncover before presenting your recommendations. In this episode you'll learn...

Why sales discovery and asking questions should never truly stop
How to navigate prospects who demand free sample deliverables
Mark's 3-question litmus test for when you can start advising
Why identifying the "cost of inaction" is the ultimate motivator

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Measuring the True ROI of Thought Leadership

Mon, 06 Jul 2026 08:00:00 -0400

Is your firm measuring the return on thought leadership just by looking at immediate leads and revenue?

For doer-sellers and professional services BD pros, true thought leadership isn't just regurgitating AI-generated content—it's establishing an original point of view that works as a 24/7 salesperson for your firm.

In this episode of Breaking BizDev, John and Mark break down the often-overlooked benefits of becoming a well-known, visible expert, from commanding premium pricing to dramatically shortening your sales cycle. In this episode, you'll learn:

Why true thought leadership requires original ideas, not AI-generated summaries.
How to track ROI using metrics like pipeline velocity and media value equivalents.
Why estimating the "cost of inaction" is just as important as measuring direct returns.
How establishing yourself as a visible expert unlocks your ability to charge premium prices.

CHAPTERS:
00:00 Welcome and Episode Setup
01:40 Beyond Leads and Revenue
02:40 What Thought Leadership Really Is
04:45 A Visible Expert Advantage
06:35 Collabs and Long Game Proof
08:42 Monetization Boundaries and Closing
10:05 Shortening the Sales Cycle
12:33 Cost of Inaction Mindset
15:26 Compounding Reputation and Pricing Power
18:43 Quantifying Visibility in Dollars
21:59 Sharpening Your Perspective
24:53 Reducing Speaking Engagement Travel Cost
27:06 Measuring Success

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Navigating the Price Increase Conversation

Mon, 22 Jun 2026 05:00:00 -0400

Asking an existing client for a price increase is one of the most stressful, sweat-inducing conversations a consultant can have, often catching the client off guard and triggering defensive reactions. So instead of presenting a take-it-or-leave-it ultimatum, professionals must treat these fee increases with the exact same rigor and discovery process as a brand-new sales opportunity.

In this episode of Breaking BizDev, John and Mark explore how to gracefully manage scope creep, handle inflation, and structure your requests so that both the client and consultant walk away happy. In this episode, you'll learn:

Why presenting a single-number price increase feels like an ultimatum and damages trust.
How to treat expanding scopes and fee adjustments as a fresh discovery opportunity.
The exact 3-option structure (Low, Middle, High) to confidently present your new pricing.
How to use a "High Option" to set boundaries and reveal the true cost of unconstrained scope creep.
Why you must periodically audit your existing engagements to realign with what your client values now.

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The Perfect (Sales) Proposal

Mon, 08 Jun 2026 07:00:00 -0400

Stop sending your sales proposals as PDF email attachments and crossing your fingers for a "yes."

For doer-sellers and sales/marketing professionals in the B2B services world, the quest for the "perfect" proposal template is a distraction. Instead of relying on a document filled with firm resumes and boilerplate text, winning new business requires an obsessive focus on the client's needs, starting long before a document is ever drafted.

In this episode of Breaking BizDev, John and Mark break down why the best proposals are synchronous conversations, how different roles in your firm contribute to success, and the core ingredients needed to close the deal. In this episode you'll learn...

• Why you must present proposals as live, synchronous conversations
• How to use the "highlighter test" to keep your focus on the client
• The distinct roles your delivery, marketing, and proposal teams play
• Why firm resumes and case studies belong buried deep in the appendix
• How a great Statement of Understanding sets up 3-option pricing

CHAPTERS
00:00 Welcome
02:37 Lessons From Two Bobs
04:45 Proposal Starts Upstream
09:01 Perfect Proposal by Role
19:54 Core Proposal Ingredients
28:41 Client Focus and Wrap Up

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Burnout in BizDev: Reignite Your Doer-Sellers

Mon, 25 May 2026 05:00:00 -0400

Burnout in business development isn't a personal failure—it’s a system failure. Nowhere is this more obvious than with "doer-sellers;" technical experts who are expected to act as an entire business unit on top of delivering their actual client work.

In this episode of Breaking BizDev, John Tyreman and Mark Wainwright break down the root causes of burnout in sales and marketing, and share actionable ways firm leaders can reignite their exhausted teams. In this episode, you'll hear:

• Why burnout happens in the first place
• The pressures placed on doer-sellers
• The inflection point between burnout and personal growth
• The key role of moderators like coaches and mentors
• Why practice is a critical part of organizational maturity

Stop expecting your experts to figure it out on their own. Tune in to learn how to clear the fog, provide structure, and give your doer-sellers the support they actually need to succeed.

A systematic review of managerial burnout and personal crisis by Sage Publications

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The Right (and Wrong) Ways to Use AI in Business Development

Mon, 11 May 2026 05:00:00 -0400

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.

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How to Maximize Un-Billable Hours (And Not Squander Them)

Mon, 27 Apr 2026 05:00:00 -0400

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

Is Your Referral Process Broken?

Mon, 13 Apr 2026 05:00:00 -0400

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.

CHAPTERS
00:00 Why Referrals Get Missed
00:43 Show Intro and Listener Shoutout
02:49 Referral Process Reality Check
05:42 Common Referral Mistakes
08:09 Symptoms Your Process Is Broken
11:34 Root Cause No Process
12:19 Root Cause Unclear Ask
16:22 Root Cause Timing and Mindset
20:06 Tracking and Attribution Gaps
23:26 Rethinking Referrals Push and Pull
24:57 Action Steps Start Your List
28:20 Wrap Up and Next Episode

Link to A Referral Process Episode: https://youtu.be/zGNXNNoi2vc

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3 Option Pricing Tables Part II: Elements & Examples

Mon, 30 Mar 2026 05:00:00 -0400

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

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3 Option Pricing Tables Part I: The Power of Three

Mon, 16 Mar 2026 05:00:00 -0400

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 choice
Why three options guide better buying decisions
How option pricing reframes conversations around value instead of cost
Why this simple structure can increase both close rates and project size

This 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

Slides Don’t Sell

Mon, 02 Mar 2026 05:00:00 -0500

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 dialogue
Reflecting and synthesizing what buyers say
Anchoring conversations in a clear statement of understanding
Using visual aids strategically (not habitually)
Maintaining narrative control by sending recordings, not slide files

If your default move before a new prospect meeting is “Where’s the deck?”, this conversation is for you.

#DitchTheDeck

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

Mon, 16 Feb 2026 05:00:00 -0500

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

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Follow-Up DOs and DON'Ts for Business Development

Mon, 02 Feb 2026 05:00:00 -0500

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 development
Common follow-up mistakes that break momentum
Why “just checking in” often does more harm than good
How follow-up supports choreography from conversation to contract
The difference between sales follow-up and marketing follow-up

A must-listen for consultants, firm owners, doer-sellers, and anyone responsible for generating and closing professional services work.

Past episodes mentioned:

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The Doer-Seller Bell Curve

Mon, 19 Jan 2026 05:00:00 -0500

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 work
The cultural and structural forces that shape selling behavior
Common pitfalls of the doer-seller model
How firms can intentionally shift the curve over time

This 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 Partner

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

Mon, 05 Jan 2026 05:00:00 -0500

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-making
How internal meetings quietly drain leadership capacity
Why new tools don’t fix broken processes
How hourly pricing caps scalability and creates misalignment
When social media is an asset—and when it becomes a trap

This episode challenges long-held assumptions inside professional services firms and offers a clearer way to refocus on impact, value, and growth.

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

Mon, 22 Dec 2025 05:00:00 -0500

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:

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Why AEC Firms Struggle with Business Development (and How to Fix It)

Mon, 08 Dec 2025 05:00:00 -0500

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.

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Building Trust At Scale (Without 1,000 Coffee Chats)

Mon, 24 Nov 2025 05:00:00 -0500

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 Welcome
01:20 Trust
02:48 The Trust Equation
10:00 Parasocial Relationship
14:24 Reaction to Melina
21:49 Next Steps
22:15 Organize Your Thoughts
23:05 Find a Vehicle For Your Authentic Voice
25:23 Build A Habit Of Creating And Publishing
26:59 Expand Beyond Your Core Channel
28:35 Social Evidence
30:54 Engage With Your Audience In Scalable Ways

Connect 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/

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The Engagement Meeting: Take a Step Back and See The Big Picture

Mon, 10 Nov 2025 05:00:00 -0500

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 them
How to use engagement meetings to surface red flags before they become infernos
The subtle difference between being a vendor who delivers and a partner who steers
How this simple practice can increase client retention, expand accounts, and raise your lifetime value per client

If 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 Welcome
01:46 Listener Feedback Survey
02:24 Engagement Meeting
04:13 Being Proactive Instead Of Reactive
08:01 Meeting Regularity
09:19 Have A General Set Agenda
11:30 Balancing The Scorecard
12:55 Ideal Meeting Length
15:12 Practical Tips
20:03 Next Steps?
21:36 When To Introduce The Concept
23:36 How Many Participants?
24:20 Conclusion

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The Power Of Saying 'No': Turning Down Opportunities May Actually Be a Good Thing

Mon, 27 Oct 2025 05:00:00 -0400

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 Introduction
02:06 Welcome
03:21 Qualification
08:16 Cognitive Biases
10:48 FOMO
14:25 No Keeps The Buyer's Interest In Mind
15:31 Saying 'No' To The Wrong Types Of Clients
22:36 People Over Projects
27:38 Saying No To Marketing Overload
34:27 Wrap Up

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The Pipeline Graveyard: Bringing Cold Leads Back to Life

Mon, 13 Oct 2025 05:00:00 -0400

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.

CHAPTERS
00:00 Introduction
00:48 Welcome
01:16 Introduction
02:57 Common Causes of Deals Failing
06:29 Diagnosis
11:17 Signs There Is Still Life In The Deal
13:27 New Information
15:03 Reflection
18:19 How To Raise The Dead
24:50 Digging In The Graveyard
34:43 Segmenting

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Partner Involvement in Sales and Marketing: What Could Go Wrong?

Mon, 29 Sep 2025 05:00:00 -0400

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.

CHAPTERS
00:00 Welcome + Listener shoutouts
03:18 Episode Rundown
04:49 Marketing and Sales Continuum
05:16 Pros of Partner Involvement in Marketing
08:39 Cons of Partner Involvement in Marketing
13:12 Pros of Partner Involvement in Sales
18:01 Cons of Partner Involvement in Sales
27:31 What Good Look Like
30:33 Rapid Fire: Who's the Bottleneck?
35:16 Takeaways and Conclusion

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Listen Up! Create Stronger Client Bonds With Empathy and Understanding

Mon, 15 Sep 2025 05:00:00 -0400

"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 Carnegie

In 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 Introduction
01:20 Two Years of Breaking BizDev
02:41 Episode Rundown
03:38 THE Empathy Gap
11:20 The Empathy Map
15:11 Competitive Advantage
19:19 Competitive Insulation
20:36 Learn What Matters to Your Clients
27:26 Create Feedback Loops
32:31 How to Turn Empathy Into Action

The Empathy Map: https://www.interaction-design.org/literature/article/empathy-map-why-and-how-to-use-it

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Quit Your Pitching! How NOT to do Social Selling

Mon, 01 Sep 2025 05:00:00 -0400

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 Welcome
00:59 Origins of the Pitch Slap
03:20 Social Selling
10:47 Pitch Slap Examples
19:50 A Different Way to Do Social Selling
30:48 Connect Instead of Create
35:54 Final Thoughts

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The 3 Buyer Archetypes: How to Engage With Each Role on the 'Buying Committee'

Mon, 18 Aug 2025 05:00:00 -0400

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 Intro
03:00 The Buying Committee
04:32 The Three Different Buyer Roles
05:17 The Visionary
08:28 The Operator
13:32 The Risk Mitigator
16:54 Stories and Examples
28:24 How to Take Action
34:08 Summary

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Account Expansion: Unlock Revenue You Already Earned

Mon, 04 Aug 2025 05:00:00 -0400

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 values

CHAPTERS:
00:00 Introduction
02:37 Benefits of Upsell and Cross-Sell
05:30 Cross-Sell vs Upsell: What's the Difference?
10:39 Common Mistakes in Upsell and Cross-Sell
20:10 Effective Strategies for Upsell and Cross-Sell
26:39 Building Client Relationships
30:52 Embedding Yourself in Client Organizations
36:35 The Role of Trust in Client Success
38:54 Conclusion and Final Thoughts

#businessdevelopment #salesdevelopment #sales #professionalservices #marketing #podcast

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Digital Marketing Strategy for Consulting Firms

Mon, 21 Jul 2025 05:00:00 -0400

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 & Welcome
03:13 Overarching Themes
07:08 Research Your Buyers
12:17 Create a Lead Generation Framework
16:06 Source content from a podcast
17:47 Optimize ALL your content (not just web pages)
19:44 Use LinkedIn
21:37 Weekly email newsletter
24:35 Create and Continually Refresh Evergreen Content
27:12 Create a Measurement Plan
30:36 Conclusion & Final Thoughts

Read the full article from John: https://www.redcedarmarketing.com/blog/digital-marketing-strategy-for-consulting-firms

Past episodes mentioned:

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Selling or Serving: Is Your Firm Truly Client-Centric?

Mon, 07 Jul 2025 05:00:00 -0400

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 shift
Where firms get it wrong
What a client success mindset looks like in practice
How to build the culture that supports it
What this unlocks for firm growth

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The Psychology of Familiarity: Building Trust with Mere Exposure

Mon, 23 Jun 2025 05:00:00 -0400

*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

Monthly Recurring Revenue: Predictability for You AND Your Clients

Mon, 09 Jun 2025 05:00:00 -0400

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 services
How 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 today

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

What's Broken About BizDev in Accounting? + 2025 AAM Summit Recap

Mon, 26 May 2025 05:00:00 -0400

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

Your Next Proposal? It's a Trap!

Mon, 12 May 2025 05:00:00 -0400

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't
Trap #2 - You don't take time to understand the client
Trap #3 - Your proposal looks like a brochure
Trap #4 - You give the client one price option
Trap #5 - You submit the proposal without a conversation
Trap #6 - You blow the in-person interview

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Free vs Paid Offers: Crafting an Effective Lead Generation Strategy

Mon, 28 Apr 2025 05:00:00 -0400

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 generation
How these offers work together in your marketing program
How to measure the performance of each kind of offer
Various cognitive biases that influence offer acceptance
Examples of calls to action (CTAs) for free vs paid offers

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

3 (Really) Bad Reasons to Hire a Rainmaker

Mon, 14 Apr 2025 05:00:00 -0400

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 functions
How buyers evaluate professional services firms
Really bad reason #1 - you don’t know how to sell
Really bad reason #2 - you need a deal closer
Really bad reason #3 - you want to grow faster

Read Mark’s full blog post: https://www.wainwrightinsight.com/3-really-bad-reasons-to-hire-a-rainmaker/

Show notes:

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Creating a Sales Call Plan: Frameworks, Templates, and a Real-World Example

Mon, 31 Mar 2025 05:00:00 -0400

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 story

Read 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

Shape the Future of Breaking BizDev: Share Your Feedback Today

Mon, 24 Mar 2025 05:00:00 -0400

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/8V9T6Z7

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Don’t Boil the Ocean: The Paradox of Focus, Specialization, and Positioning

Mon, 17 Mar 2025 05:00:00 -0400

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 positioning
Reasons why firms should embrace specialization
How to identify the right area of specialization
How to align your specialization with long-term goals for sustained success

Real-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

Looking in the Mirror: How to Be Accountable Even When You Lose

Mon, 03 Mar 2025 05:00:00 -0500

“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 accountability
Why losing is a pivotal opportunity for growth
Strategies for effective internal reflection and owning outcomes
How mindset, preparation, and continuous learning can help you overcome setbacks.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

From Solo to Enterprise: A Timelapse of Business Development Maturity

Mon, 17 Feb 2025 05:00:00 -0500

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
Enterprise

What 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 grow
Why rainmakers don't scale, and how to leverage a seller-doer model
What firms typically do when the referral well runs dry
The role of automation and efficiency at larger firms

Show 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

The Art of Being Ignorable: 12 Ways to SUCK at Differentiation

Mon, 03 Feb 2025 05:00:00 -0500

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

Bad Habits of Your 'Salesperson' Alter Ego

Mon, 20 Jan 2025 05:00:00 -0500

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

4 Things You Forgot To Do In Q4

Mon, 06 Jan 2025 05:00:00 -0500

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 clients
Optimize your client portfolio
Update service packaging and pricing
Create a talent management & development plan

Improve your sales and marketing game this year.

Subscribe today!

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Strategic Partnerships: Working Together In Orbit

Mon, 30 Dec 2024 05:00:00 -0500

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 partners

Connect with Julie on LinkedIn: https://www.linkedin.com/in/juliegeller/

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Segment Development Plans: Win New Deals From a Slice of the Market

Mon, 16 Dec 2024 05:00:00 -0500

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 market
Why you tailor your offers for specific groups of the market
How to perform a SWOT analysis to align strengths with opportunities
Other considerations for your firm’s Segment Development Plan

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Account Development Plans: Grow Revenue From Your Best Clients

Mon, 09 Dec 2024 05:00:00 -0500

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

Storytelling Frameworks for Marketing and Sales

Mon, 25 Nov 2024 05:00:00 -0500

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 services
Disney's story spine framework and how it can be applied to business
The power of the word "because" in crafting causally related, memorable stories
Various storytelling frameworks you can start using today
Practical steps for gathering and structuring client experiences into impactful narratives

Connect 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

Inbound + Outbound = New Business

Mon, 11 Nov 2024 05:00:00 -0500

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 outbound
How to balance and inbound and outbound activities
Real-life examples of inbound and outbound activities
The signs and risks of team misalignment and how to avoid them
Practical tips for creating a feedback loop to optimize lead generation and nurturing

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The Mindset Shift: Avoiding Sales Stereotypes in Professional Services

Mon, 28 Oct 2024 05:00:00 -0400

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 sales
Why it’s important to maintain a low self orientation and avoid selfishness
The pitfalls of relying on RFPs and the benefits of a proactive strategy
How to avoid slipping into a salesperson ‘alter ego’
The impact of sleazy sales tactics on client relationships

Win 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

Why Don't Firms Believe in Lead Generation?

Mon, 14 Oct 2024 05:00:00 -0400

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 firm
Why many expert firms don’t believe in generating leads
The point in a firm’s growth cycle where firms explore lead generation
Various sources that have contributed leads to both John and Mark’s businesses
Examples of firms that are doing lead generation effectively today

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

BONUS: Go Behind the Scenes of Breaking BizDev

Mon, 07 Oct 2024 05:00:00 -0400

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 Intro
1:50 Origin story
10:40 Listener shout outs
13:47 Top 3 episodes
21:24 Experiment recap
27:15 Future possibilities

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Succession Planning: What's the Role of Sales and Marketing?

Mon, 30 Sep 2024 05:00:00 -0400

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 careers
How 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 transitions
Techniques 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

Mastering BizDev in Your Career: From Junior Practitioner to Managing Partner

Mon, 16 Sep 2024 05:00:00 -0400

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' career
Building 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

Part 3. Contract Revenue Like a Pro

Fri, 06 Sep 2024 05:00:00 -0400

Mitigate risk and navigate the contracting phase effortlessly

In 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 price
How to understand—rather than handle—objections
The importance of maintaining focus on results
How to approach legal and accounting during contracting
Negotiation strategies to anticipate potential issues and ensure progress

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Part 2. Choreograph Your Sales Activities

Thu, 05 Sep 2024 05:00:00 -0400

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. Green
Never Split the Difference, Chris Voss
Permission Marketing, Seth Godin

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Part 1. Create New Business You Actually Want to Win

Wed, 04 Sep 2024 05:00:00 -0400

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.

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Create, Choreograph, Contract: A Business Development Framework

Tue, 03 Sep 2024 05:00:00 -0400

Is your BD process disorganized? Disjointed? Nonexistent?

Consider using this 3-part framework to get your sales back on track.

In this episode, Mark introduces his three-part business development framework, "Create, Choreograph, Contract", aimed to help doer-sellers and dedicated business developers create a cyclical process for winning new business. In this conversation, you'll learn:

An overview of "Create, Choreograph, Contract"
Why firms should consider creating their own new business
The elements of a choreographed sales process
The pitfalls to watch out for during contracting

Stay tuned for bonus episodes that go deeper into Create, Choreograph, and Contract.

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6 Sales Competencies for Professionals

Mon, 19 Aug 2024 05:00:00 -0400

If you're an engineer, architect, advisor, or consultant, chances are at some point in your career you'll need to learn how to develop new business.

On this episode, Mark explains how experts and firms can create a "sales competency matrix" that helps firms identify and then build competence in specific areas. He does this by mapping 6 sales competencies across 5 levels of master:

6 Sales Competencies:

Behaviors and Mindset
The Sales Process
Sales Planning
Practice, Industry, and Client Knowledge
Prospecting
Pricing and Value

5 Levels of Mastery:

知る / To know of or to have heard the concepts
分かる / To know and really understand the concepts
出来る / To be able to do on your own very well
やりつける / To do continuously very well over time (and show improvement)
教える / To be able to do and to teach it well to others

Read more in this blog post by Mark:
https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/

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From Research to Revenue: How to Apply Your Ideal Client Profile (ICP)

Mon, 05 Aug 2024 05:00:00 -0400

Understand your buyers. Win more business.

That's what an Ideal Client Profile (ICP) helps you do.

In today's episode, John and Mark explore why understanding your ideal client profile is essential for aligning your sales and marketing efforts, and offer examples of how to apply your ideal client profile (ICP) in business development activities.

On this episode, we'll explore:

00:00 What is an ideal client profile?
04:57 The four quadrants of an ICP
08:20 Sources of primary data
12:18 Different ICPs for various company roles
14:26 Using ICP to qualify leads and opportunities
15:40 Email segmentation based on ICP.
16:47 Use ICP to refine service offerings.

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Why the "Underdog Effect" is Killing Your Business

Mon, 22 Jul 2024 05:00:00 -0400

Why do we always cheer for the underdog? Think about your favorite underdog story. Chances are, you want to see David beat out Goliath.

Well, the same thing that gets you to root for Rudy or the Bad News Bears is the same thing that's killing your firm...

In this episode, John and Mark break down "the underdog effect" and how it can cause you to chase after projects you have only a slim chance to win, wasting valuable time that could be better spent elsewhere.

This episode originated as an article by Mark. Check it out on his website:
https://www.wainwrightinsight.com/the-underdog-effect-is-killing-your-business/

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Enable Great Marketing With Revenue Clarity

Mon, 08 Jul 2024 05:00:00 -0400

Your revenue projections are your firm's crystal ball.

If your backlog, pipeline, and projections are organized, it can position your firm in a way to do healthy, proactive marketing to win highly profitable work.

In this episode, John and Mark break it all down:

How marketing can make both a short- and long-term pipeline impact
How marketing's goal should be different for active, passive, and future buyers
How niche specialization can lead to higher margins
How revenue projections can impact recruiting and resource allocation
The concept of splitting the funnel into vertical segments
Why you should over-invest in marketing for new or emerging verticals

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Revenue Pacing at Mid-Year: How Do Your Projections Stack Up?

Mon, 24 Jun 2024 05:00:00 -0400

Midway through your fiscal year, any business is faced with one of three revenue pacing scenarios:

You’re exceeding expectations
You’re exactly where you thought you’d be
You’re not meeting original revenue targets

On this episode, Mark breaks down different ways to set revenue goals (revenue per employee, calculating potential revenue, and using a net multiplier) and how to factor in weight based on deal stage and opportunity age into the equation.

Then, we lay out an example that illustrates when it may be more beneficial to focus on developing your existing pipeline than creating new opportunities.

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Why CRMs Suck at Relationship Management

Mon, 10 Jun 2024 05:00:00 -0400

CRM platforms like Salesforce and HubSpot were designed to sell SaaS products. Not professional services.

And yet you find yourself face-to-face with a tech salesperson who presents a glimmer of hope: with a new CRM system, you'll grow revenue, your team will be rowing in the same direction, and you'll close deals faster.

The reality? You're left with bloated operating expenses and sales pros who don't want (or know how) to use it.

On this episode of Breaking BizDev, Mark explains why CRMs absolutely SUCK at relationship management, and what you can do about it.

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7 Cognitive Biases That Shape New Business Development

Mon, 27 May 2024 05:00:00 -0400

Your decisions are influenced by natural psychological forces.

Whether that's deciding on which coffee size to select, or which firm to work with... cognitive bias is at play.

On this episode of Breaking BizDev, John and Mark share 7 cognitive biases that shape new business development, and share how you can use them to help buyers make better, more informed decisions:

Anchoring
Messenger Effect
Loss Aversion
Social Proof
Decoy effect
Pain of paying
Optimism Bias

Here are some additional resources mentioned on this episode:

Daniel Kahneman and his book Thinking, Fast and Slow.
The team at The Decision Lab and their extensive library of cognitive biases, heuristics, and insights.
Melina Palmer the host of The Brainy Business podcast and consultancy.
Katelyn Bourgoin 🧠 author of the Why We Buy newsletter and nearly endless other bits of wisdom.

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What's Broken in Business Development Today?

Mon, 13 May 2024 06:00:00 -0400

We're not the only ones who think BizDev needs a smack-down.

For several months now John and Mark have beaten up and broken down various business development topics like prospecting, content marketing, pricing, events, proposals, referrals, and even job descriptions.

A while back, we had this idea to go out and ask some friendly contacts what *they* believe is broken in business development. Their responses spanned nearly the entire marketing <> sales continuum referenced on the show:

🔸 Krystn Macomber on what's broken about the go/no-go process
🔸 Florian M. Heinrichs on what's broken about lead generation, especially on Fridays
🔸 Patrick Johnston on what's broken about the sales/marketing feedback loop
🔸 Joe Pope on what's broken about channel selection and deployment of resources
🔸 Perryn Olson on what's broken about branding and firm websites

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Examples of Multi-Channel Prospecting Sequences

Mon, 06 May 2024 05:00:00 -0400

How should experts and busy doer-sellers approach prospecting?

On this episode, John and Mark share three specific examples of multi-channel prospecting sequences that your firm can put into practice right away using LinkedIn, email, and the phone:

A two-week cohort-based prospecting sequence
A 120-day, podcast-led prospecting sequence
A post-conference follow-up prospecting sequence

If you found this episode valuable, please subscribe to the show and leave a rating or review on Apple and Spotify.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

7 Content Marketing Frameworks for Lead Generation

Mon, 22 Apr 2024 05:00:00 -0400

Whether you believe it or not, lead generation is possible for your firm.

On this episode of Breaking BizDev, John and Mark break down 7 content marketing frameworks that can be used to generate leads in professional services:

The Email Newsletter
The Podcast Flywheel
Original Research
Influencer Co-Creation
Content Darwinism
Demand Capture Funnel
Content Recycling

Read more detail in this blog post by John:
www.redcedarmarketing.com/blog/content-marketing-frameworks

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Benefits of Working with Fractional Consultants

Mon, 08 Apr 2024 05:00:00 -0400

Do you really need to hire a full-time role for sales, marketing, HR, finance, or other internal business functions?

In this episode, John and Mark break down the benefits of working with fractional consultants in professional services. They discuss the different scenarios in which it makes sense to work with a fractional consultant, and examples of fractional consulting engagements.

- Scenario 1: Diversifying into a new area without a full-time hire
- Scenario 2: Filling a skills/expertise gap temporarily
- Scenario 3: Accessing consultant networks for additional expertise
- Scenario 4: Fast-tracking training without long-term commitment
- Scenario 5: More efficient use of capital vs. full-time salaries/benefits
- Defining fractional consultants vs. freelancers vs. contractors
- Examples of fractional consultant engagements

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Roles & Skills Needed to Win New Business

Mon, 25 Mar 2024 05:00:00 -0400

In this episode, John & Mark explore the variety of roles and skills needed for professional services firms to develop new business today. Having strengths across both marketing and sales is essential for driving business growth. This conversation covers:

Key marketing roles like digital marketing specialist, web developer, graphic designer, and marketing director
Examination of sales roles like closers, sales managers, and doer-sellers
"Messy middle" roles like proposal managers and researchers that straddle marketing and sales
Review of necessary sales skills like curiosity, process leadership, emotional intelligence
Marketing skills like analytics, networking, emotional intelligence

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Prospecting for Doer-Sellers: Targets, Tools, and Techniques

Mon, 11 Mar 2024 05:00:00 -0400

John and Mark provide an in-depth look at effective prospecting targets, tools, and techniques for doer-sellers in professional services firms—a critical part of the lead generation toolkit. Here are the key points covered in this conversation:

Prospecting involves proactive outreach to uncover new opportunities and lies on the sales side of marketing.
Mark uses an iceberg analogy to explain market segments: actively buying, passively buying, and satisfied with their status quo.
Prospecting objectives are to schedule follow-ups, gather information, or increase familiarity.
Prospecting outcomes include determining fit, wrong timing, or qualifying an opportunity.
Mark walks through an example 14-day sequence for busy doer-sellers

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

10 Ways to Suck at Conferences/Events, and How to Do Better

Mon, 26 Feb 2024 11:00:00 -0500

On this episode, John and Mark share 10 ways to suck at conferences and events for professional services firms:

Just show up
Write a big check for a sponsorship and then send a couple people to “network”
Don’t set goals
Never try to speak or present at a conference
Do zero pre-event outreach or post-event follow-up
Never, ever research the event audience
Don’t build anticipation with your network
Don’t look up social posts from the event and engage
Don’t leverage your marketing team at the office
Don’t create any content from the event

From there, Mark dives into a framework for how to make the most out of conferences and events.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Pricing and Choice Architecture: Help Buyers Make Good Decisions

Mon, 12 Feb 2024 05:00:00 -0500

Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing services:

Cost-plus
Market-based
Value-based

In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss:

Why it's important to have pricing discussions early in sales process
How value pricing presents relieves downward price pressure
Elements of good pricing strategy: positioning, sequencing presentations, understanding needs, negotiating win-win
How to guide customers through options with choice architecture
An overview of common cognitive biases impact pricing

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Differentiate Your Proposals With a Statement of Understanding

Tue, 30 Jan 2024 10:00:00 -0500

Delve into the importance of *showing* that you understand your buyer in the sales process. Craft a standalone "Statement of Understanding" as a foundation upon which to develop a solution.

In this episode, John and Mark break down the importance of understanding. Listen to hear perspective on:

The importance of true understanding
The power of listening
Critical elements of the statement of understanding
Implementing a statement of understanding

Here are some additional links on understanding:

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Top 10 Marketing & Sales Numbers for Professional Services

Mon, 15 Jan 2024 05:00:00 -0500

On this episode, John and Mark beat up a few metrics like "leads" and "win rate" and share 5 marketing and 5 sales numbers professional services firms should be paying attention to if they want to grow their firm.

Top 5 Marketing Metrics:

Qualified Opportunities by Source
Client Lifetime Value
Client Acquisition Cost
Revenue by Source
Return on Marketing Investment

Top 5 Sales Metrics:

Total Potential Revenue
Outreach activities
Pipeline - Creating new Opportunities
Pipeline - Closed Won Revenue to Date
Proposals - Ratio of Proposed to Contract Value ($)

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Disastrous BizDev Job Descriptions

Mon, 01 Jan 2024 10:00:00 -0500

In professional services, people are your biggest asset. Especially when it comes to developing new business. Unfortunately, many firms set people up to fail before they're even hired, which could translate to stagnant growth as a result. It all starts with the job description.

In this episode, we beat up disastrous job descriptions for the following roles in professional services firms:

BD Managers
Marketing Managers
Senior Doer-Sellers

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

The Client Success Story

Mon, 18 Dec 2023 05:00:00 -0500

The client success story can go by many names; case story, case study, use-case, past performance, the list goes on... But how should it be structured? When can it be used? How can it be used for marketing? For sales? In this episode, John and Mark break down the client success story in professional services—what it is, how it’s used, and mistakes to avoid.

The Client Success Story Framework:

The client's situation
The client's problem or need
The solution you provided
The client's results

Read more from Mark on the client success story here:
https://www.wainwrightinsight.com/client-success-story/

Using the PASTOR framework for the client success story in marketing:

P - label the client's problem
A - amplify the problem
S - show the solution
T - bring in a client testimonial
O - offer a way to connect (contact us, book a demo, request an audit)
R - promptly respond to offer requests

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

How to Use LinkedIn for Business Development

Sun, 03 Dec 2023 19:00:00 -0500

LinkedIn is the primary social media platform for most professional services firms. But oftentimes, it's not used as effectively as it could be to build visibility, generate leads, and move prospects along a buying journey.

In this episode, John and Mark break down how to use LinkedIn for business development (marketing + sales). You'll be sure to pick up actionable strategies and tactics you can put into practice today.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

A Referral Process

Sun, 19 Nov 2023 22:00:00 -0500

Referrals are a powerful tool to use in lead generation toolshed. Referral leads tend to move faster in your pipeline, they're more likely to close, and they end up becoming fantastic clients. But referral generation is used unevenly across professional services firms. On this episode, John and Mark outline a process on generating new referrals:

Create a list of potential referrers
Define your ideal client and be prepared to articulate them
Develop a story about results to be used during the meeting
Set goals, get organized, and measure progress and results
Ask permission to have the Referral conversation
Schedule a meeting to talk and brainstorm with them
Describe your ideal client and offer a Client Success Story
Get an introduction
Follow up with thank you's and progress

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Checking in, Ghosting, and the Magic Email

Mon, 06 Nov 2023 05:00:00 -0500

On this episode, John and Mark call out every single person who, in the name of “BD”, has sent a useless “I’m just checking in” email that produced zero results. We'll break down:

Why "checking in" is bullsh*t
The hamster wheel of ghosting (and why it happens)
The role of the magic email

After listening to this episode, you'll have a new tool in your toolkit to get your pipeline moving.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

A Revenue-Centric Approach to Firm Strategy

Mon, 23 Oct 2023 05:00:00 -0400

"Strategic planning" is an oxymoron. Strategy and planning are two different things. In this episode, Mark and John beat this topic up, differentiate between strategy/planning, and offer a revenue-centric lens with which to help with both your strategy and planning efforts.

There are three lenses to look at revenue in order to help define your firm strategy, and ultimately your planning efforts:

In the previous period/year, where did the revenue come from?
Right now, what is the potential revenue in the pipeline?
In the next period/year, where do we want the revenue to come from?

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Good & Bad Selling (and Buying) in Professional Services

Mon, 09 Oct 2023 13:00:00 -0400

We all know there are good and bad salespeople. We get inundated with the flood of "pitch slaps" on LinkedIn, cold email clogging up our inbox, and sales reps who can't quite seem to understand your challenges. Which begs the question, do "good salespeople" even exist?

On this episode, John interviews Mark about his perspective on bad and good selling in professional services, and how that meshes with different kinds of buyers.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Good & Bad Marketing in Professional Services

Mon, 09 Oct 2023 12:00:00 -0400

In this episode, Mark interviews John about what poor marketing looks like in professional services firms, including:

Lack of plan or lack of patience
Poor customer experience
Messaging is too company-centric
Brand is based on assumptions
Lack of a content strategy

Listen to hear what not to do, and how firms can turn these blind spots into areas of relative strength.

www.breakingbizdev.com

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What is Breaking BizDev?

Wed, 04 Oct 2023 09:00:00 -0400

Professional services firms lump marketing and sales together into one bucket. It gets confusing. Sometimes, it’s a total mess. They call it “business development.”

In this episode, John Tyreman and Mark Wainwright introduce the Breaking BizDev podcast and explain how they're going to break down, beat up, and redefine "business development" for the professional services firms of tomorrow.

www.breakingbizdev.com

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