The Secret Ingredients of Successful Brand Clarity with Ulli Appelbaum
Release Date: 11/10/2025
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 ready to discover the magic of combining scientific insights with emotional connections in brand strategy?
Ulli Appelbaum, Founder & Chief Strategy Officer at First The Trousers Then The Shoes, joins us in this episode to explore the nuanced world of brand strategy. As he shares his wealth of experience in creating brand clarity and emotional connections, we examine how the science of brand associations can elevate a business beyond just its logo, turning it into a series of memorable connections. From discussing the 95-5 rule to understanding how charisma and honesty foster genuine client relationships, Ulli offers incredibly valuable insights for anyone looking to master the craft of branding.
Ulli later reveals the blend of science and creativity that fuels successful brand strategies. He introduces the fascinating concept of building brand predisposition for future buyers and emphasizes the importance of differentiation in a crowded marketplace. We also explore how creative strategies can be inspired by unique influences, and how charisma and honesty can lead to long-lasting partnerships, even if it means admitting when you're not the best fit for a project.
Topics covered during this episode include:
- How brand clarity significantly enhances business growth, and how it can be compared to a Japanese tea ceremony.
- Why scientific knowledge and experiential learning are crucial in brand strategy development.
- How brands need to be more than just logos.
- Why evidence-based marketing is essential for differentiating brands in crowded marketplaces.
- How the 95-5 rule emphasizes building brand predisposition for future buyers.
- Why emotional connections and authenticity are key in building client relationships.
- How charisma and honesty foster long-lasting partnerships.
- Why consistency, clarity, and emotional engagement are pivotal in building strong brand associations.
- How personality and team chemistry can impact the success of business pitches and presentations.
- The reasoning behind the name First The Trousers Then The Shoes.
Listen to this episode for expert insights on building strong brand associations and learn why emotional resonance is key to winning over clients in a competitive market!
Ulli Appelbaum on LinkedIn: https://www.linkedin.com/in/ulliappelbaum/