*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 Pa...
Jun 23, 2025•36 min•Season 1Ep. 54
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-t...
Jun 09, 2025•36 min•Season 1Ep. 53
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 professional...
May 26, 2025•41 min•Season 1Ep. 52
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...
May 12, 2025•34 min•Season 1Ep. 51
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 influ...
Apr 28, 2025•30 min•Season 1Ep. 50
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 b...
Apr 14, 2025•30 min•Season 1Ep. 49
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...
Mar 31, 2025•35 min•Season 1Ep. 48
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....
Mar 24, 2025•7 min•Season 1Ep. 47
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...
Mar 17, 2025•32 min•Season 1Ep. 46
“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...
Mar 03, 2025•30 min•Season 1Ep. 45
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 lik...
Feb 17, 2025•43 min•Season 1Ep. 44
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. Connect with Mark on L...
Feb 03, 2025•20 min•Season 1Ep. 43
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 'salesp...
Jan 20, 2025•33 min•Season 1Ep. 42
It’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 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! Connect with Mark on LinkedIn: https://www.linkedin.com/in/mark...
Jan 06, 2025•31 min•Season 1Ep. 41
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 appearanc...
Dec 30, 2024•31 min•Season 1Ep. 40
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 g...
Dec 16, 2024•34 min•Season 1Ep. 39
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 ac...
Dec 09, 2024•39 min•Season 1Ep. 38
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 gue...
Nov 25, 2024•25 min•Season 1Ep. 37
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 cov...
Nov 11, 2024•28 min•Season 1Ep. 36
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 maintai...
Oct 28, 2024•33 min•Season 1Ep. 35
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 exper...
Oct 14, 2024•32 min•Season 1Ep. 34
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 Connect with Mark on LinkedIn: https://...
Oct 07, 2024•36 min•Season 1Ep. 33
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. T...
Sep 30, 2024•25 min•Season 1Ep. 32
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 org...
Sep 16, 2024•31 min•Season 1Ep. 31
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 l...
Sep 06, 2024•39 min•Season 1Ep. 30
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 nego...
Sep 05, 2024•50 min•Season 1Ep. 29
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. H...
Sep 04, 2024•37 min•Season 1Ep. 28
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 e...
Sep 03, 2024•34 min•Season 1Ep. 27
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 Knowledg...
Aug 19, 2024•38 min•Season 1Ep. 26
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 ...
Aug 05, 2024•23 min•Season 1Ep. 25
