Shows
Breaking BizDevFree vs Paid Offers: Crafting an Effective Lead Generation StrategyLead generation is a major challenge for many professional services firms. In this episode of Breaking Biz Dev, Mark and John break down possibly the most critical element of lead generation: your offer strategy. What value are you offering? And what’s the call to action? In this episode, you’ll hear:The roles of free vs paid offers in lead generationHow these offers work together in your marketing programHow to measure the performance of each kind of offerVarious cognitive biases that influence offer acceptanceExamples of calls to action (CTAs) for free vs paid offersConnect with Mark...2025-04-2830 minBreaking BizDev3 (Really) Bad Reasons to Hire a RainmakerIn this episode of Breaking Biz Dev, John and Mark take the Rainmaker model out to the alley for a well-deserved beatdown, highlight three (really) bad reasons to hire a rainmaker. In this episode, you’ll hear:What is a ‘Rainmaker’ anyway?Various ways firms organize their sales functionsHow buyers evaluate professional services firmsReally bad reason #1 - you don’t know how to sellReally bad reason #2 - you need a deal closerReally bad reason #3 - you want to grow fasterRead Mark’s full blog post: https://www.wainwrightinsight.com/3-really-bad-reasons-to-hire-a-rainmaker/Show notes:Inside the Buyer’...2025-04-1429 minBreaking BizDevCreating a Sales Call Plan: Frameworks, Templates, and a Real-World ExampleProper 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.Th...2025-03-3135 minBreaking BizDevShape the Future of Breaking BizDev: Share Your Feedback TodaySend 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...2025-03-2406 min
Podcasting in Professional ServicesThe Federal Tech Podcast, Constellations, and Farm Kid City Kid, with John Gilroy Today we're gonna talk with a guy who did 1200 podcast episodes and give you tips on how you can be successful.On this episode of Podcasting in Professional Services, John Gilroy, host of The Federal Tech Podcast, Constellations, and Farm Kid City Kid joins the show to share his podcasting experience. In this conversation, you'll hear:What motivates John to be an active ocean swimmer, even in his 60sThe transition from radio to podcasting in the DC marketThe difference between a $25 million studio and recording from a local BBQ jointA diversified approach to podcast sponsorshipsAudio -vs- vi...2025-03-2044 minBreaking BizDevDon’t Boil the Ocean: The Paradox of Focus, Specialization, and PositioningTurn your firm into a trusted and respected leader in your niche.In this episode, John and Mark explore how firms can not only effectively differentiate against competitors, but actually how to apply that differentiation in their marketing and sales activities. In this conversation, we cover:The nuanced differences between focus, specialization, and positioningReasons why firms should embrace specializationHow to identify the right area of specializationHow to align your specialization with long-term goals for sustained successReal-world examples of firms with focus, specialization and excellent positioning:TBSP (tablespoon) — accounting solutions specifically for restaurants: https://tb...2025-03-1732 minBreaking BizDevLooking in the Mirror: How to Be Accountable Even When You Lose“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’...2025-03-0329 minBreaking BizDevFrom Solo to Enterprise: A Timelapse of Business Development MaturityImagine you could fast-forward your firm's growth and watch it like a time-lapse video going through different stages:Solo Small Mid-size EnterpriseWhat needs to happen in your sales and marketing functions to achieve growth at each stage? How do sales and marketing challenges evolve?That's what this episode is all about. Listen as John and Mark guide you through this sales and marketing maturation journey, along with guest appearances from Reuben Swartz and Mel Lester. We explore topics like:The importance of documentation, processes and systems (at every stage)How to keep...2025-02-1742 minBreaking BizDevThe Art of Being Ignorable: 12 Ways to SUCK at DifferentiationDiscover 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.Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/ Connect with John on LinkedIn: https://www.linke...2025-02-0320 minPodcasting in Professional ServicesBenchmarks for Business Podcasts: The 2025 State of Podcasting in Professional ServicesHow does your business podcast compare with others in your industry? In this monologue episode, John Tyreman breaks down findings from research on a sample of 287 business podcasts in accounting, financial services, architecture, engineering, construction, legal, government contracting, technology, and consulting industries.Listen to this episode and you’ll learn:• How active business podcasts make up a tiny fraction of active shows• A show structure that doubles promotion and reduces production cost• The point at which most podcasts go inactive• How frequently shows publish episodes in each industry segmentConnec...2025-01-2922 minBreaking BizDevBad Habits of Your 'Salesperson' Alter EgoWhen 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 usin...2025-01-2033 min
Business of Architecture Podcast607: Why You're Probably Wasting Money On Digital Marketing (And What Works Better At Getting Clients) with John Tyreman of Red Cedar MarketingIn this episode, Rion Willard dives into the world of podcasting for professional services firms with John Tyreman, the mastermind behind Red Cedar Marketing. John shares his journey from agency life to becoming a fractional marketing director, carving a niche in podcast marketing. Together, they explore how podcasts can position firms as thought leaders, strengthen client relationships, and generate new business. Discover why podcasting is more than just a marketing tool—it’s a strategic gateway to powerful connections and conversations. John unpacks the essential elements of a sustainable podcast, the common pitfalls to avoid, and a smar...2025-01-1749 minBusiness of Architecture Podcast607: Why You're Probably Wasting Money On Digital Marketing (And What Works Better At Getting Clients) with John Tyreman of Red Cedar MarketingIn this episode, Rion Willard dives into the world of podcasting for professional services firms with John Tyreman, the mastermind behind Red Cedar Marketing. John shares his journey from agency life to becoming a fractional marketing director, carving a niche in podcast marketing. Together, they explore how podcasts can position firms as thought leaders, strengthen client relationships, and generate new business. Discover why podcasting is more than just a marketing tool—it’s a strategic gateway to powerful connections and conversations. John unpacks the essential elements of a sustainable podcast, the common pitfalls to avoid, and a smar...2025-01-1749 min
The How To Podcast Series - Revolving Guest Co-Hosts, Podcast Tips and A Community for PodcastersE372 - CO-HOST - John Tyreman - The Podcast Value Triangle, Cultivate A Listener Inner Circle, Podcasting in Professional ServicesEpisode 372 - CO-HOST - John Tyreman - The Podcast Value Triangle, Cultivate A Listener Inner Circle, Podcasting in Professional Services
Podcasting Experiences and Business Development: Insights from Industry ExpertsIn a recent conversation between David and John, two seasoned podcasters, valuable insights emerged about the world of podcasting and its role in business development.
Their discussion covered a wide range of topics, from personal experiences to strategic approaches in the podcasting industry.
John, a marketing consultant and podcaster, shared his journey from working at a marketing agency to launching his own podcast marketing company...2025-01-1748 minBreaking BizDev4 Things You Forgot To Do In Q4It’s 2025… now what? Well, if you don’t know how your sales and marketing strategy will contribute to revenue in the upcoming year, John and Mark reveal the top four activities you might have overlooked as the year came to a close:Talk to your clientsOptimize your client portfolioUpdate service packaging and pricingCreate a talent management & development planImprove your sales and marketing game this year. Subscribe today!Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/ Connect with John on LinkedIn: https://www.linkedin.com/in/johntyre...2025-01-0631 minBreaking BizDevStrategic Partnerships: Working Together In OrbitAlign 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...2024-12-3031 minBreaking BizDevSegment Development Plans: Win New Deals From a Slice of the MarketWin new business from accounts that share a common characteristic. This way, you can build your brand and create efficiencies.In this episode, John and Mark explore how firms can build Segment Development Plans that help firms grow relationships with prospects that represent a specific kind of client account. Combining SWOT analysis with targeted marketing efforts, business developers can use these plans to create a distinctive brand presence. In this conversation, we cover:Different ways to group segments of the marketWhy you tailor your offers for specific groups of the marketHow to perform a SWOT analysis...2024-12-1634 minBreaking BizDevAccount Development Plans: Grow Revenue From Your Best ClientsTransform 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 pl...2024-12-0938 minBreaking BizDevStorytelling Frameworks for Marketing and SalesEmotion 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...2024-11-2524 minBreaking BizDevInbound + Outbound = New BusinessUnlock 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 a magnetic, attraction-based inbound approach and a proactive, outreach-driven approach.How to balance and synchronize inbound and outbound activities...2024-11-1128 minBreaking BizDevThe Mindset Shift: Avoiding Sales Stereotypes in Professional ServicesCoffee isn’t just for closers. Buyers can smell your commission breath.Good salespeople don’t have all the answers. In this episode, John and Mark bring on voices from other sales and marketing experts in the professional services realm. Featuring clips from Blair Enns, David C. Baker, Jason Mlicki and Jeff McKay, this episode explores the importance of mindset in developing new business:The significance of habit-building and mastery of both marketing and salesWhy it’s important to maintain a low self orientation and avoid selfishnessThe pitfalls of relying on RFPs and the benefits...2024-10-2833 minPodcasting in Professional ServicesRattle & Pedal: The Dynamics of Divergent Views, with Jason Mlicki and Jeff McKayPodcasting is a way to refine your perspective and innovate business strategies. With two different world views, Jason Mlicki and Jeff McKay embarked on a journey to explore divergent thoughts on professional services marketing and growth via their podcast, "Rattle and Peddle." Jason, a marketing veteran with over 20 years of experience, and Jeff, a strategic consultant, use their podcast to satisfy curiosity and invite diverse perspectives. In this episode, you'll learn:How Rattle & Pedal serves as an R&D lab and helps Jason and Jeff evolve in their thinkingThe dynamic origins of "Rattle and Peddle" and t...2024-10-2135 minBreaking BizDevWhy Don't Firms Believe in Lead Generation?Believe it or not, lead generation can actually work. Even for accounting, AEC, or consulting firms. In this episode, John and Mark break down the importance of lead generation, exploring why firms need to take it seriously beyond just waiting for RFPs. They highlight various lead sources, compare inbound and outbound strategies, and discuss effective multi-channel approaches. In this conversation, you’ll learn:How we define a “lead” in the context of a professional services firmWhy many expert firms don’t believe in generating leadsThe point in a firm’s growth cycle where firms explore lead generationVarious sources that have...2024-10-1432 minBreaking BizDevBONUS: Go Behind the Scenes of Breaking BizDevGet a behind-the-scenes look at Breaking BizDev.In this episode, John and Mark pull back the curtain on the production process, the technology they utilize, and how they're building listener engagement. From their first episode to their vision for the future, you'll hear what has worked, what hasn't, and their plans moving forward.0:00 Intro1:50 Origin story10:40 Listener shout outs13:47 Top 3 episodes21:24 Experiment recap27:15 Future possibilitiesConnect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/ Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/ 2024-10-0736 minBreaking BizDevSuccession Planning: What's the Role of Sales and Marketing?Leadership transition is a major brand milestone and a cultural crossroads.So what role does sales and marketing play?In this episode, John and Mark explore how sales and marketing both support succession planning and leadership transition. In this conversation, you'll learn:Why it's important to expose young team members to sales and marketing early in their careersHow practice, failure, and learning play a pivotal role in developing the next generation's sales acumen and business skills.The impact of a firm’s marketing and branding strategy during leadership transitionsTechniques for democratizing expertise within the fi...2024-09-3025 minPodcasting in Professional ServicesThe AEC Marketeer: Highlighting People & Projects from the Built Environment, with Keelin CoxPodcasting can accelerate your network growth. Remotely.Inspired by a lack of local Society for Marketing Professional Services (SMPS) chapters and the desire to stay connected during COVID-19, Keelin Cox set out to create a platform that provided access to industry knowledge and offered inspiration for AEC professionals. Today, the her AEC Marketeer podcast has over 100 published episodes and is a top show in the industry. In this episode, you'll hear:Why Keelin decided to launch the AEC Marketeer podcastHow Keelin's podcast helped accelerate her network growth and deepened relationships with key players in the industryHow...2024-09-2332 minBreaking BizDevMastering BizDev in Your Career: From Junior Practitioner to Managing PartnerThe role you play in developing new business changes as you grow throughout your career.Whether you're a junior practitioner, mid-career professional, or seasoned industry veteran, this episode is for you. John and Mark explore how firm employees—regardless of tenure—can (and should) contribute to developing new business. In this conversation, we cover:The importance of research and being exposed to BD processes early in professionals' careerBuilding peer-level relationships within client organizations for long-term success.Strategies for mid-career professionals to build their personal brands and engage in content creation.Mentoring the next generation by allowing them...2024-09-1631 min
Sales for NerdsJohn Tyreman on Podcasting for Professional ServicesWow-- episode 100! Podcasting expert John Tyreman provides tips on using your podcast to get clients, including: Figuring out the right format for your podcast. How to get guests without stress. How to promote your podcast. What equipment you do (and don't) need And so much more. And if you're a solo professional, looking to convert podcast energy into clients, you'll want to use Mimiran as an "anti-CRM" to hone in on your ideal clients and guests, nurture relationships with them, and use lead magnets as a way to convert listeners to conversations and c...2024-09-1550 min