Mastering Connections from LinkedIn to Real Life with Steve Fair and Matt Broughton

Ready to make your agency stand out in a saturated market by focusing on verifiable facts rather than self-description?

Steve Fair and Matt Broughton, both from Sponge NB, are here today to discuss how to build authentic business relationships, including how to form genuine connections on LinkedIn without the pressure of immediate sales pitches. We dig deep into the nuances of effective communication, offering useful advice on presenting your agency's offerings in a way that resonates with potential clients.

Later, we focus on the evolution of cold outreach and the importance of humanized communication. We tackle the challenges of standing out by emphasizing transparency, trust-building, and outcome-focused storytelling. By sharing their own real-world examples, Steve and Matt illustrate how focusing on tangible results can differentiate your agency from the competition.

Topics covered during this episode include:

Why Matt's beekeeping and Steve's drumming hobbies influence their business approaches. How effective communication should focus on verifiable facts and results. Why imagining a specific friend can be a useful way to deliver authenticity in business presentations. How agencies should highlight outcomes, not creative abilities, to attract clients. Why transparency and admitting mistakes build trust with clients. How to form real business relationships on LinkedIn without the pressure of sales. How humanized communication makes cold outreach more effective and memorable. Why balancing humility with confidence will strengthen your pitches. How focusing on tangible outcomes differentiates agencies in a crowded market. Why understanding client needs is crucial for de-risking the buying process. How outcome-focused storytelling wins clients as opposed to process-oriented pitches. Why some clients make decisions based on budget, time, and past partnerships.

Enhance your business relationships and master the art of impactful engagement by listening to this episode packed with real-world advice!

Matt on LinkedIn: https://uk.linkedin.com/in/matt-broughton-a5a47b33

Steve on LinkedIn: https://uk.linkedin.com/in/spongenb

This is Higgle: The B2B Sales Club Podcast, where we bring you actionable insights about sales RFPs, Sales Negotiations and difficult Procurement discussions. It’s all about helping you win more deals, and hitting your sales quota.

We talk to sales leaders, brand leaders and procurement leaders about lessons learnt on their journey to win more sales deals and get better negotiated outcomes.

The podcast is hosted by Mike Lander, an ex procurement director and entrepreneur, talking to guests about their experiences - the good, the bad and the ugly.

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• No. of episodes: 81
• Latest episode: 2025-05-12
• Business Entrepreneurship

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