Breaking BizDev

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:

1. The client's situation
2. The client's problem or need
3. The solution you provided
4. 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

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/
www.breakingbizdev.com

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

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/
www.breakingbizdev.com

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

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/
www.breakingbizdev.com

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/

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/
www.breakingbizdev.com

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.

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/
www.breakingbizdev.com