Utilizing B2B Sales to Shift from Small Business to Global Leader with Craig Letton

There's a lot of talk about "scaling up", "pivoting" and "entering the US market" in the entrepreneurs' community. It's rare to find someone that's actually done it whilst maintaining their integrity and sense of humour. Craig Letton is one of those rare people.

I've known and worked with Craig and his extremely talented team at hyble since Summer 2022. They're truly customer focused and incredibly good at building long term relationships that add tangible value to everyone involved.

Hyble’s journey started in Scotland, over a decade ago, when founder Craig took-over the family business, with the intention to move away from out-dated print practices and embrace the digital and cloud revolution.? Having spent his formative years working in sales and marketing roles for brands like Mars and Kraft Foods, Craig has lived and breathed the problem of lengthy design processes and excessive waste.

With over 12 years as CEO, Craig has a proven track record of scaling businesses, expanding into new markets, and delivering innovative solutions for global clients. Under his leadership, Hyble has grown revenue 10X since 2017 and secured backing from the UK's most-active growth investor, BGF. Craig has recently re-located his family from Scotland to Boston to build his business in the USA.

We had a great conversation talking about the art of building trust and mastering enterprise sales. We discuss the critical elements of winning major B2B deals, the importance of emotional intelligence, and effective sales strategies like the Challenger sales approach. Craig also talks about how experience, innovation, and a relentless drive can help you win major RFPs, and convince large corporations to embrace new technologies.

Topics covered during this episode include:

• Why building trust in B2B relationships is always needed for long-term success.
• How personal vulnerabilities can foster mutual trust in business relationships.
• The importance of strategic pivots and innovation for business growth.
• The role of experience, innovation, and perseverance in winning major RFPs.
• Why emotional intelligence and empathy are key to successful sales negotiations.
• The effectiveness of the Challenger sales approach in engaging clients.
• How nurturing a few key relationships can lead to long-term, reliable partnerships.
• The significance of understanding a client’s core drivers and aligning solutions accordingly.
• Why a collaborative approach to problem solving strengthens business relationships.
• How preparation and rehearsing are essential for successful enterprise selling.
• The value of listening and high emotional intelligence in B2B sales conversations.
• How making emotional connections first and backing them with logic can close deals.
• The versatility of sales skills across various business aspects, including investor negotiations.
• The role of thorough research in aligning solutions with a client's culture and values.
• How focusing on unique solutions and unwavering commitment drives business vision.

Thanks Craig for joining me on this episode of Higgle: The B2B Sales Club Podcast It's always a real pleasure filled with good humour and great insights.

The full episode can be found here:

Apple Podcasts: https://podcasts.apple.com/gb/podcast/higgle-the-b2b-sales-club/id1708065394

Spotify: https://open.spotify.com/show/1fdu1cEeCmq3rcyRuGeSpI

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5saWJzeW4uY29tLzQ4MDI3My9yc3M

TuneIn: https://tunein.com/radio/Higgle-The-B2B-Sales-Club-p3876724/

Amazon Music: https://music.amazon.co.uk/podcasts/fee57727-fbeb-4cfc-bb19-60f341f1a0f5/higgle-the-b2b-sales-club

Piscari website https://piscari.com/podcast/

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