The Blueprint for Effective Business Development with Anna Stone
Release Date: 10/27/2025
How Short Books Build Big Credibility in B2B Sales (and How AI Can Help) with Julie Trelstad
Higgle: The B2B Sales Club
Can a fairly short book really build authority faster than years of content marketing? Julie Trelstad, Head of US Publishing at Amlet.ai, joins me this week to unpack how books quietly remain one of the most powerful tools for building authority and trust. Julie shares insights from her decades of publishing experience to explain why a book doesn’t need to be long or traditional to be impactful. We talk about narrow points of view, short-format books, and why speed to market often matters more than prestige. She shares how credibility is baked into authorship itself, and how professionals...
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Why Lazy Sales No Longer Works and What to Do Instead with Mike Fantis
Higgle: The B2B Sales Club
What actually cuts through when buyers ignore almost every email and call? I’m welcoming Mike Fantis, VP Managing Partner at DAC Group/London, to unpack what’s really happening in modern sales and why so much outreach simply doesn’t work anymore. We talk about how digital convenience has created lazy habits, from bulk emails to hollow personalization, and why buyers have learned to tune it all out. He explains that tactics are not as important as the fundamentals: value, relevance, and understanding how businesses actually operate. Mike explains why long-term relationship building,...
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The Eye-Opening Research That Questioned Modern Selling with Philip Squire, Part 2
Higgle: The B2B Sales Club
Can saying no to a perfect deal actually unlock a bigger win? I’m joined by Phil Squire, and we explore what really drives success in complex sales when trust, access, and credibility are on the line. We talk through research that shows dramatic shifts in win rates when teams focus on a small set of positive mindsets—and what changes when organizations stop chasing every opportunity. We dig into the real cost of bidding, why some tenders are unwinnable before they start, and how procurement processes can unintentionally block the very behaviors buyers say they value. Along the way, Phil...
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The Eye-Opening Research That Questioned Modern Selling with Philip Squire, Part 1
Higgle: The B2B Sales Club
Why do most sales conversations quietly fail before anyone realizes what went wrong? Today, I sit down with Philip Squire, CEO of Consalia, to explore a research journey that begins with a deceptively simple question: how do customers actually want to be sold to? In this first of a two-part series, we go back to the early interviews that sparked his doctoral research, where senior buyers openly shared stories of sales conversations that worked (and far more that didn’t). We reflect on the surprising intensity of their responses, the emotional energy behind their frustrations, and how a...
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The 6 Mandatory Traits of High-Performing Agencies with Emma Hillary
Higgle: The B2B Sales Club
What happens when brilliant delivery is no longer enough to keep clients loyal? It’s time to explore what truly drives sustainable agency growth by unpacking two decades of relationship data with Emma Hillary, Head of Growth & Marketing at Verity Relationship Intelligence. We focus on why great work alone no longer guarantees retention, even when client satisfaction appears high. Emma breaks down the findings of Verity’s 2025 Relationship Report, which identifies six traits shared by high-performing agencies, challenging the assumption that results always come first. We dig into why...
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How Intentional Follow-Up Drives High-Value Deals with Evelyn Oluwole
Higgle: The B2B Sales Club
What if the biggest sales opportunities you’re missing could be unlocked simply by changing how you follow up? We’re talking with Evelyn Oluwole today, AKA “The Follow-Up Queen,” digging into the experiences that shaped her journey to leading major global accounts. Evelyn, who is the Senior Sales Director at WeTransfer, challenges the assumptions many of us carry about what real selling actually requires. She opens up about why legitimately listening to potential clients still beats every piece of technology, how knowing just two pieces of information can transform a cold call, and...
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Why You Need Awareness, Attention, and Action to Power Up Your Pitches with Kevin Kelly
Higgle: The B2B Sales Club
What if the key to closing more sales lies in understanding body language and reading the room effectively? Kevin Kelly, an international keynote speaker and author, takes us through his Three A's framework (awareness, attention, and action) in this episode. We explore the secrets to forming genuine connections with clients, where likability and trustworthiness take center stage. Curious about how self-awareness can boost your sales game? Kevin and I unpack this fascinating topic, offering compelling stories that highlight how understanding yourself can reshape your interactions and lead to...
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Master Persuasive Sales Presentations Through Authenticity and Active Listening with Tom Martin
Higgle: The B2B Sales Club
Could the power of active listening and effective questioning be the missing link to winning more sales? We’re getting deep into the art of crafting persuasive sales presentations with the insightful Tom Martin, Founder & President of Converse Digital, in this episode. Together, we unlock the secrets of using authenticity and vulnerability to transform ordinary pitches into extraordinary ones. Are you tired of feeling like your presentations fall flat? Discover how embracing imperfections and structuring your arguments clearly can resonate more with your audience. Plus, Tom reveals the...
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Rethinking Procurement's Impact on Agency Success with Michelle Cleary
Higgle: The B2B Sales Club
What are the often-overlooked red flags and chemistry factors that can make or break your agency's success in the RFP process? I'm thrilled to welcome Michelle Cleary, a seasoned marketing procurement professional with Anywhere Real Estate, to unravel the myths and unlock the potential of procurement in agency collaborations. Michelle shares her unique insights into how early engagement with procurement can transform it from a perceived bureaucratic hurdle into a strategic partner that adds immense value. We discuss the art of procurement, exploring how it can foster strong, successful...
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Succeeding in an AI World: Vital Training, Bias Awareness, and More with Waseem Ali, Part 2
Higgle: The B2B Sales Club
Could AI leaders be the new key players in achieving financial revenue targets, or is this just another tech myth? In the second of two parts, we welcome back Waseem Ali, former Chief Data Officer at Lloyd’s and now CEO at Rockborne. Waseem offers an expert’s perspective on the role of AI and data leaders, arguing for their potential to directly influence financial revenue targets. We discuss the myth of AI as the cure-all to everything in business, and highlight the essential role of high-quality data and human judgment in driving successful outcomes. As we explore further, we uncover the...
info_outlineAre you curious about the strategies that can turn a simple proposal into a winning formula for sustainable agency growth?
We’re welcoming Anna Stone today, Head of Growth at True and a veteran in business development, to unravel the evolution of agency growth strategies from the days of cold calling to the modern era of video calls and personalized outreach. Anna shares her insights on how meaningful client engagement can transcend hard selling, emphasizing the importance of building genuine relationships. We dig into the necessity of adapting to new communication methods, while still maintaining the core principle of understanding client motivations.
Anna and I explore the art of crafting a compelling business growth strategy, outlining the critical steps of identifying your business's core purpose and setting measurable goals to ensure sustainable growth. Our conversation highlights the significance of knowing your ideal clients and creating a clear, jargon-free elevator pitch that showcases your unique strengths. Finally, we uncover the intricacies of proposal writing, stressing the need to balance credibility with a warm human touch.
Topics covered during this episode include:
- How Anna started her career at a cold calling agency, and how that space has evolved.
- How the tools for cold outreach have evolved whilst the importance of relationship building remains.
- How understanding the "why" behind client decisions can tailor effective sales strategies.
- Why transparent communication is essential in overcoming artificial processes in pitching.
- How to define your business's core purpose and set measurable goals for sustained growth.
- Why recognizing your ideal clients helps in crafting a clear sales message.
- How to create engaging proposal documents that utilize credibility and personalization.
- Why establishing credibility early is crucial in proposal documents to secure agency growth.
- How to use relevant case studies to highlight agency distinctiveness in proposals.
- Why relationship building remains a core principle in modern business development.
- How asking the right questions uncovers client motivations and enhances competitive advantage.
- Why having a distinctive agency identity contributes to long-term client relationships.
Explore how modern communication methods can enhance your client connections and drive agency growth!
Anna Stone on LinkedIn: https://www.linkedin.com/in/annastoneis/