{"podcast":{"title":"Humans of Growth: Stories & Strategies Behind Business Growth & Business Development","slug":"humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269","podcast_index_feed_id":7523269,"rss_url":"https://feed.podbean.com/perisson/feed.xml","website_url":"https://perisson.podbean.com","image_url":"https://pbcdn1.podbean.com/imglogo/image-logo/21394849/Podcast-2000x2000.jpg","author":"Aly Hathcock","episode_count":54,"summary":"Behind every business & its growth is a human in the trenches. On Humans of Growth , host Aly Hathcock interviews CEOs, CMOs, and marketing executives driving business development, demand generation, and brand strategy. These aren’t surface-level chats about lead funnels and KPIs. They’re raw, insightful conversations that reveal how real leaders build marketing engines, scale revenue, and create lasting customer relationships. Expect candid stories about leadership, growth marketing, sales enablement, brand positioning, content strategy, customer acquisition, and everything in between. From scrappy startups to enterprise marketing teams, we explore the playbooks, mindsets, and human decisions behind business growth. If you care about branding & positioning, marketing strategy, sales & customer retention, or the future of growth, this is your podcast.","last_synced_at":"2026-07-23T18:19:05.422619+00:00","page_url":"https://stenobird.com/podcast/humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269"},"episode":{"title":"Why Selling Harder Is Killing Your Client Relationships","slug":"why-selling-harder-is-killing-your-client-relationships","published_at":"2026-05-19T09:00:00+00:00","page_url":"https://stenobird.com/podcast/humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269/why-selling-harder-is-killing-your-client-relationships","show_page_url":"https://stenobird.com/podcast/humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269","url":"https://perisson.podbean.com/e/why-selling-harder-is-killing-your-client-relationships/","audio_url":"https://mcdn.podbean.com/mf/web/xjspvhk9i7syx7ic/Scott_Armstrong-BrainRider.mp3","summary":"Scott Armstrong lost a major AT&T deal by selling the big idea while his client was trying to ask about the budget. Her CEO had cut her budget 30 minutes earlier. She asked three times to see the numbers. Scott kept pitching — and walked out down 60% of his agency fees. That meeting reshaped how he runs an agency 30 years later. In this episode of Humans of Growth, I sit down with Scott Armstrong, CEO of BrainRider, to unpack his \"win the question, not the answer\" philosophy, why being an ally beats being a vendor, and how some of BrainRider's biggest wins came from pitches they lost. In this episode, we cover: ✔ Why most agency-client relationships go transactional (and how to reset them) ✔ The \"win the question, not the answer\" framework for client conversations ✔ Charles Duhigg's three types of business conversations and how to spot which one you're in ✔ How losing a major RFP can grow your business if you stay an ally through the transition ✔ The hard-conversation playbook: how to handle \"moment of truth\" client meetings ✔ Why most agency pitches are 90% about the agency (and what the best ones do instead) ✔ Trust as a growth engine: how to build it before, during, and after the close ✔ Why fewer, better pitches outperform a packed pitch calendar ✔ How to read what your client isn't saying — and why it matters more than what they are If you're an agency leader, business development pro, or marketing lead whose client relationships keep drifting transactional — or you've just lost a deal you thought was yours — this conversation will reset how you think about trust, listening, and what it actually means to be an ally. ______________________RESOURCES:Get help finding the right marketing partner. Learn more about BrainRider here.","meta_description":"Scott Armstrong lost a major AT&T deal by selling the big idea while his client was trying to ask about the budget. Her CEO had cut her budget 30 minu…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2202,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269/episodes/why-selling-harder-is-killing-your-client-relationships/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/humans-of-growth-stories-strategies-behind-business-growth-business-development-7523269/why-selling-harder-is-killing-your-client-relationships.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}