*Trust* is what wins new business in professional services...but your ideal clients can't trust you if they don't *like* you, and they can't like you if they don't *know* about you.

On this episode of Breaking BizDev, John and Mark break down "the mere exposure effect," also referred to as the "familiarity bias" and how firms and experts can take advantage of this cognitive bias and leverage psychology in their business development strategies.

This episode also features guest voices from Ryan Paul Gibson, founder of Content Lift, and Melina Palmer, CEO and host of The Brainy Business.

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

Say goodbye to feast and famine. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright tackle the elusive concept of monthly recurring revenue (MRR) for professional services firms.

Tired of the roller coaster of income highs and lows? We unpack why MRR isn't just for SaaS companies and how your firm can apply it to smooth out those wild fluctuations in revenue. Along the way, we discuss the sneaky benefits for both you and your clients, and provide some realistic, not-so-pie-in-the-sky ways to get started. In this episode, you'll learn:

• Why MRR models make sense in professional services
• How does a MRR model work in professional services?
• Why you should avoid the 'Big Number'
• Why does a fixed monthly fee feel unnatural for consultants?
• One small step toward taking action today

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

In this episode of Breaking BizDev, John and Mark dive into the complexities of business development within the accounting industry, like the steep challenges of differentiation, pricing models, and the annual scramble leading up to tax day.

John shares his extensive experience with accounting firms and highlights insights gathered from the 2025 Association for Accounting Marketing (AAM) Summit Conference in Phoenix, AZ. The episode features quick interviews with sales and marketing professionals at the conference, who shared their perspectives on the most pressing issues in business development—ranging from the friction between marketing and sales to the misalignment of partner involvement.

Tune in for a dynamic conversation rich with expert opinions and actionable advice, all aimed at breaking down what's broken in the accounting industry's approach to business development.

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com