Why B2B Relationships Start Before the First Pitch with Michael Haynes | RR325

Are your client relationships strong enough to earn their trust before the first pitch?

Michael Haynes, a B2B market specialist, author and speaker, joins me from Sydney. He guides us on how to unpack what it truly takes to win and keep business clients today. It’s not just about being client-focused anymore—it’s about becoming buyer-centric. We talked through his AIR framework (Advice, Insights, Recommendations), why trust is built long before the sale, and how business development now relies more on connection and value than cold calls and pitches. He also shares how strategic networking and micro-engagements like panels and roundtables can set you apart in a crowded B2B world.

If you’re a small service firm trying to grow, this episode is your reminder to stop guessing and start listening. You’ll get clear strategies to position your business as a trusted advisor—not just another vendor.

Highlights:

1. Beyond Client-Centric: Go Buyer-Centric - Michael explains why knowing the buyer’s priorities and decision process matters more than general client needs.

2. The AIR Framework for Real Impact - Delivering Advice, Insights, and Recommendations is how you prove your expertise and build credibility with decision-makers.

3. Why Relationships Close Sales Faster - He shares how warm intros plus value-based insight can turn long sales cycles into two-call conversions.

4. LinkedIn: Visibility vs. Connection - Michael talks about using LinkedIn strategically, from voice notes to DMs, to build true relationships—not just grow your follower count.

5. Listening as a Growth Strategy - Learn how structured conversations with clients and prospects can reveal gaps, improve services, and inspire innovation.

Connect with Michael:

Website: https://listeninnovategrow.com/

LinkedIn: https://www.linkedin.com/in/michaelhhaynes/

Check this out:

Get your free downloadable Go-To-Market Playbook for service firms at https://listeninnovategrow.com/sme-playbook/

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