Podcast appearances and mentions of fred copestake

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com   In this episode of the Sales Today Podcast, Fred Copestake explores a pattern he often sees in engineering-led sales organisations: What he calls The Engineering Super Ego. Despite the provocative name, this isn't a criticism of engineers. In fact, it comes from one of their greatest strengths: deep expertise, technical excellence, and the ability to solve complex problems. The challenge is that, in sales conversations, this strength can sometimes become a weakness. Fred explains why customers don't necessarily need more information, more detail, or more technical depth. What they often need is clarity. In this episode: What the "Engineering Super Ego" really means Why technical expertise can sometimes create distance in customer conversations How sales discussions unintentionally become demonstrations of knowledge Why customers often nod politely without truly moving forward The difference between informing customers and helping them think Why clarity creates more value than complexity How to use expertise as a guide rather than a showcase Key Insight Customers rarely buy because they have been overwhelmed with information. They buy because they understand: What is happening Why it matters What they should do next The real value of expertise isn't demonstrating how much you know. It's helping customers make sense of their situation. Key Takeaway Technical expertise remains incredibly important. The shift is not to remove it. The shift is to use it differently. Instead of asking: "How can I explain this better?" Ask: "How can I make this easier to understand?" Because customers value clarity far more than complexity. Questions to Consider Are your sales conversations helping customers think? Are you simplifying or complicating? Are you using expertise to clarify or to impress?   Connect with Fred https://www.linkedin.com/in/fredcopestake Subscribe to Sales Today - New episodes every week If you enjoyed the episode, please subscribe and share it with your network.   Watch this episode on YouTube: https://youtu.be/SMkOTBIws94 Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here   In this episode of the Sales Today Podcast, Fred Copestake tackles a challenge that many engineering and B2B sales teams face: Why is it so difficult to engage senior stakeholders? The common assumption is that senior decision-makers are simply too busy, too difficult to reach, or unwilling to engage. But what if the real issue isn't access at all? Fred explores why many sales conversations naturally sit at an operational level, while senior leaders are focused on entirely different concerns. The result is a disconnect between what sales teams are talking about and what senior stakeholders are actually thinking about. In this episode: Why access to senior stakeholders is often a relevance problem, not an availability problem How operational conversations limit who engages with them What senior decision-makers are really focused on Why conversations about cost, efficiency, and features rarely gain executive attention How strategic concerns trigger many buying initiatives Why sales teams often become disconnected from where the original thinking started The subtle shift that helps conversations reach higher levels of the organisation Key Insight Senior stakeholders are not avoiding conversations. They are constantly making decisions, evaluating opportunities, assessing risks, and considering the future direction of their organisation. The question is not: "Can we reach them?" The question is: "Are we relevant to them?" Key Takeaway If your team struggles to engage senior decision-makers, don't start by focusing on access. Start by asking: "Are we talking at the right level for the people we want to engage?" Because when conversations align with the priorities, concerns, and outcomes senior leaders care about, access often becomes much less of a barrier. Free Collaborative Selling Scorecard If you would like to assess how your sales approach aligns with today's buying environment, you can take the free Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com/   Connect with Fred https://www.linkedin.com/in/fredcopestake Subscribe to Sales Today - New episodes every week If you enjoyed the episode, please subscribe and share it with your network.   Watch this episode on YouTube:  https://youtu.be/xLx9AmjYU2Y

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here   In this episode of the Sales Today Podcast, Fred Copestake explores one of the most frustrating realities in modern B2B sales: The deals that never actually say "no" - but never really move forward either. The pipeline looks healthy. The conversations seemed positive. The proposal was submitted. And then… nothing. Fred explains why stalled deals are often misunderstood. In many cases, the issue is not rejection, poor timing, or even stronger competition. Instead, the customer is still trying to make sense of their own situation. In this episode: -       Why "stuck" deals are often incomplete rather than lost -       The hidden mismatch between sales momentum and customer clarity -       Why customers delay decisions when their thinking is unresolved -       The danger of applying pressure before clarity exists -       Why chasing harder can sometimes create more friction -       How uncertainty inside the customer organisation slows progress naturally -       The subtle shift that helps conversations move forward again Key Insight Many sales teams assume: "We've presented the solution, so the deal should progress." But customers are often still trying to answer deeper questions internally: -     What exactly is the problem? -     What does a good outcome actually look like? -     Is now the right time to act? Until those questions are resolved, momentum naturally slows down. Key Takeaway Instead of asking: "How do we move this deal forward?" Ask: "What is the customer still trying to work out?" Because clarity - not pressure - is usually what unlocks progress   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales approach is with modern customer buying behaviour. https://collaborativeselling.scoreapp.com/

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com In this episode of the Sales Today Podcast, Fred Copestake explores one of the most common frustrations in engineering and B2B sales: Why do so many deals eventually come down to price? While it is easy to blame procurement pressure, competition, or tighter budgets, Fred explains why pricing pressure is often only a symptom - not the real problem. The real issue usually sits in where the sales conversation begins and the level of value being discussed. In this episode: Why cost-focused conversations naturally invite comparison How many sales teams unintentionally commoditise their own offering The hidden danger of leading with efficiency and savings Why "better value" often becomes shorthand for "lower price" The difference between cost saving, efficiency, effectiveness, and competitive advantage How value positioning changes the level of stakeholder engagement Why senior decision-makers think differently about value The Value Pyramid Fred introduces a simple way to think about value in B2B sales: Cost Saving → reducing spend Efficiency → doing things right Effectiveness → doing the right things Competitive Advantage → helping customers perform better in their market The lower the conversation sits, the easier it becomes for customers to compare suppliers directly. The higher the conversation moves, the harder it becomes to compare purely on price. Key Takeaway If your deals regularly end up focused on price, the important question is not: "Why are customers pushing on price?" It is: "Where is our value sitting in the customer's mind?" Because the level of value you create shapes the conversation you ultimately have. Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://www.linkedin.com/in/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/sk1yE6tH38E   Watch the full mini series playlist here   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

In this episode of the Sales Today Podcast, Fred Copestake challenges one of the most accepted assumptions in B2B and engineering sales:   That an RFP or tender represents the start of an opportunity.   The reality?   By the time an RFP reaches your inbox, many of the most important decisions have already been made.   Fred explores why tender-led sales processes often create pricing pressure, reduce differentiation, and leave sales teams reacting rather than influencing. He explains how customers typically shape their thinking long before suppliers are invited into the conversation - defining problems, solution structures, evaluation criteria, and sometimes even preferred vendors.   In this episode: Why RFPs are rarely the true beginning of the buying journey How customers define "what good looks like" before suppliers engage Why sales teams struggle to differentiate during tender processes The hidden reason margins become squeezed The difference between reacting to opportunities and shaping them Why the real sales opportunity happens before the tender exists The role of the salesperson as a "sensemaker" during complex buying decisions   Key Takeaway If you are only engaging when the RFP arrives, you are entering a process that has already been structured by someone else. The earlier you engage in the customer's thinking process, the greater your ability to influence outcomes, create relevance, and avoid competing purely on price.   Questions to Consider   How much of your pipeline is driven by tenders? How early are you engaging in your customer's buying journey? Are you shaping opportunities - or simply responding to them?   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://linktr.ee/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/CtUvzDVZmh4    Watch the full mini series playlist here

In this episode of the Sales Today Podcast, Fred Copestake challenges one of the most accepted assumptions in B2B and engineering sales:   That an RFP or tender represents the start of an opportunity.   The reality?   By the time an RFP reaches your inbox, many of the most important decisions have already been made.   Fred explores why tender-led sales processes often create pricing pressure, reduce differentiation, and leave sales teams reacting rather than influencing. He explains how customers typically shape their thinking long before suppliers are invited into the conversation - defining problems, solution structures, evaluation criteria, and sometimes even preferred vendors.   In this episode: Why RFPs are rarely the true beginning of the buying journey How customers define "what good looks like" before suppliers engage Why sales teams struggle to differentiate during tender processes The hidden reason margins become squeezed The difference between reacting to opportunities and shaping them Why the real sales opportunity happens before the tender exists The role of the salesperson as a "sensemaker" during complex buying decisions   Key Takeaway If you are only engaging when the RFP arrives, you are entering a process that has already been structured by someone else. The earlier you engage in the customer's thinking process, the greater your ability to influence outcomes, create relevance, and avoid competing purely on price.   Questions to Consider   How much of your pipeline is driven by tenders? How early are you engaging in your customer's buying journey? Are you shaping opportunities - or simply responding to them?   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://linktr.ee/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/CtUvzDVZmh4    Watch the full mini series playlist here

This episode of The Sales Today Podcast is a little different - a live webinar recording where Fred Copestake breaks down a practical approach to closing more sales without compromising how you do business. At the heart of it is a simple idea: ethical selling isn't about being "nice" or "soft"… and it's definitely not about making things complicated. It's about finding the balance - what Fred calls the Goldilocks dilemma. Too hard? People assume ethical selling is expensive, slow, and requires a complete overhaul of processes and training. Too soft? Others worry it means becoming passive, giving everything away, and losing commercial edge. The reality sits in the middle. Done right, ethical selling creates win–win–win outcomes - where the customer benefits, the business benefits, and the salesperson can stand behind what they've done. Fred reframes ethical selling as something practical, not philosophical. Yes, there are principles behind it - honesty, transparency, integrity - but what really matters is how those principles show up in day-to-day sales conversations. That's where tactics come in. This episode introduces the ETHICAL model, a framework designed to make ethical selling usable in the real world. It focuses on seven key areas where small shifts in behaviour can lead to better conversations, stronger relationships, and ultimately more deals closed. A big theme running through the session is clarity - helping customers make sense of their situation. Buyers don't just want information; they want support in making decisions. That's where good salespeople stand out. Fred shares seven practical takeaways you can apply immediately: Asking better questions - not just more questions, but the right types. Open questions, probing prompts, hypotheticals, and even silence all play a role in helping customers think more clearly. Leading with a flaw - being honest about where you might not be the best fit builds trust faster than trying to be perfect. Treating value as something to discover together - not something you present, but something you co-create with the customer. Prioritising buyer safety - making it easy for someone to say "no" creates more honest conversations and better long-term outcomes. Using the "Does it make sense…?" close - a low-pressure way to move things forward while respecting the buyer's process. Thinking like a partner - shifting from "selling to" someone to working alongside them changes the entire dynamic. Negotiating through exchange, not concession - the simple "If you, then I" approach keeps value balanced on both sides. And finally, adopting a growth mindset - recognising that selling is a skill you continuously refine, not something you've "already mastered." What ties all of this together is intent. Ethical selling isn't about tactics alone - it's about using them in a way that genuinely serves the customer while still achieving commercial outcomes. The result? Better conversations, stronger trust, and more sustainable success.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/rW02bZ1i-bU   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/   Listen & Subscribe If you enjoyed this episode, follow The Sales Today Podcast for more practical insights on modern selling and leadership.

Fred Copstake Fred Copestake is the founder of Brindis. Over the last 25 years, he has travelled around the world 14 times, visiting 38 countries, working with 10,000 salespeople. Using this to understand the challenges salespeople face, he has taken what makes a difference in modern selling and explored this in his book ‘Selling Through Partnering Skills'. These ideas form the basis of his work with sales professionals involved in complex B2B sales to develop their approach and ensure it is up to date and has maximum impact. Aware of the unprecedented speed of change in the world of sales in his second book, Hybrid Selling, he addressed how salespeople can adapt and evolve their approach to avoid becoming irrelevant. This quickly went to number one on Amazon after its launch. Fred’s third and latest book is ‘Ethical Selling’, which we are here to talk about today. He also hosts the popular “Sales Today” podcast. When Fred is not delivering training to UK or international clients, he can be found enjoying rugby, cricket and time with his wife and cats. Ethical Selling Fred Copestake reveals that rapid change in buyer behaviour—accelerated by the pandemic has ensured that customers are further along the buying cycle before engaging sales, and they increasingly distrust traditional “salesy” tactics. The core issue is poor selling practices that fail to add value. Buyers are better informed, less patient, and therefore expect meaningful, insight-driven conversations rather than superficial persuasion attempts from salespeople. Fred positions “ethical selling” as practical, tactical behaviour—not abstract morality—focused. His principle focuses on a “win-win-win”: for the customer, the company, and also the personal conscience. Transparency, active listening, and collaboration are effective techniques for building trust and improving outcomes. Rather than reinventing sales, he emphasises returning to proven fundamentals to create better conversations, stronger relationships, and more sustainable commercial success. The author believes that sales have “stretched the elastic too far” by overusing clever tactics, eroding trust and relevance. To recover, sellers must demonstrate value through curiosity, insight, and honesty—even leading with flaws to build credibility. Trust and collaboration form more quickly when sellers prioritise helping customers think clearly rather than pushing solutions, ultimately making sales more human and thereby more effective. Run time – 00:45:29 mins. Links for Subhanjan  subhanjan@pitch.link  https://www.linkedin.com/in/subhanjansarkar

In this episode of the Sales Today Podcast, Fred Copestake is joined by Marc Baladi, sales and senior leadership coach, and co-host of the podcast Beyond Enough.   Together, they explore a challenge many people in sales quietly face: feeling overwhelmed, behind, or not good enough - even when they're capable and putting in the effort.   Marc's argument is simple but powerful:   You are probably not struggling with capability or effort.   You are struggling with cognitive load - and not knowing what "good enough" looks like.   In this episode Why "imposter syndrome" and "burnout" are real, but often misunderstood How cognitive overload shows up in sales and leadership roles Why your to-do list keeps getting longer The difference between what needs to be done and what you just feel you should do How to spot what you are avoiding Why defining a "good enough" day can reduce pressure The role of routines, values, and self-awareness in managing workload Why progress matters more than perfection   The 3 questions Marc shares:   1. What are the 3 things that actually need to be done today? Not everything on your list matters equally. Focus on the few things that genuinely move things forward.   2. What are you avoiding or letting slip? Sometimes the issue isn't lack of effort - it's uncertainty, pressure, or misalignment.   3. What would a "good enough" day look like? If you defined success more realistically, would you feel more in control?   Key takeaway Most people are trying to do too much, prove too much, or be too perfect. A better approach is to define your operating baseline - what good enough looks like for you - and work from there. Because the goal isn't perfection. It's sustainable progress.   Connect with Marc ·         LinkedIn: Marc Biladi: https://www.linkedin.com/in/marcbaladi   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/ucQEhWkWpmI   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/

In this episode, Fred Copestake is joined by Ollie Whitfield of Slingshot Content to explore a sales tactic that surprisingly few salespeople use: running webinars themselves.   While marketing teams often lead webinars, salespeople can use them as a powerful way to stand out, demonstrate expertise, and create valuable conversations with prospects.   The key is doing them well.   Not product demos. Not long introductions. And definitely not disguised sales pitches.   Instead, the best webinars focus on insight, useful ideas, and real problems your customers face.   In this episode, we cover: Why webinars can help salespeople stand out Why most reps never try them What makes a webinar worth attending How to structure a webinar so people stay engaged Why titles and clarity matter The difference between public and private webinars How webinars create better follow-up conversations   Key takeaway A good webinar allows salespeople to teach before they sell. Done well, it helps build trust, demonstrate expertise, and create a natural reason to follow up with prospects. . Connect with Ollie ·         LinkedIn: Ollie Whitfield: https://www.linkedin.com/in/olliewhitfield   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/haeCH5I4uLc   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/  

In this episode, Fred Copestake is joined by Ollie Whitfield of Slingshot Content to explore a sales tactic that surprisingly few salespeople use: running webinars themselves.   While marketing teams often lead webinars, salespeople can use them as a powerful way to stand out, demonstrate expertise, and create valuable conversations with prospects.   The key is doing them well.   Not product demos. Not long introductions. And definitely not disguised sales pitches.   Instead, the best webinars focus on insight, useful ideas, and real problems your customers face.   In this episode, we cover: Why webinars can help salespeople stand out Why most reps never try them What makes a webinar worth attending How to structure a webinar so people stay engaged Why titles and clarity matter The difference between public and private webinars How webinars create better follow-up conversations   Key takeaway A good webinar allows salespeople to teach before they sell. Done well, it helps build trust, demonstrate expertise, and create a natural reason to follow up with prospects. . Connect with Ollie ·         LinkedIn: Ollie Whitfield: https://www.linkedin.com/in/olliewhitfield   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/haeCH5I4uLc   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/  

In this episode of the Sales Today Podcast, Fred Copestake speaks with Alex Nicholls-Gray, founder of The Prospect Experience Company, about why the prospect experience has never been worse and what salespeople can do to fix it.   With automation tools and AI making it easier than ever to send thousands of messages, buyers are overwhelmed with generic outreach across email and LinkedIn. The result? Lower response rates, more spam complaints, and prospects who ignore most messages.   Alex argues that the solution isn't sending more outreach it's improving the experience of being prospected.   Why Prospecting Is Getting Harder   Two key changes are shaping modern prospecting: Automation at scale: Sales tools allow thousands of messages to be sent instantly, often replacing thoughtful messaging with volume. AI-generated outreach: AI can produce polished emails quickly, but because everyone uses the same tools, many messages now sound identical. The result is more noise and less impact.   Three Ways to Improve Prospecting Alex suggests focusing on three simple principles: 1. Show effort: Prospects notice when real time and thought have gone into outreach. 2. Be creative: Memorable outreach stands out. If a prospect remembers your message months later, it worked. 3. Show personality: Human communication beats automated scripts every time.   Why Direct Mail Works   One overlooked approach is sending something through the post. Because inboxes are crowded but physical mailboxes are not, a simple handwritten card or small item can capture attention quickly. Alex often sends a card with a short handwritten note and a small item such as a tea bag - something simple but memorable.   A Simple Prospecting Metric   Alex suggests sales teams track one question: When you follow up, does the prospect remember your outreach? If they do, you've cut through the noise.   Connect with Alex Nicholls-Gray LinkedIn: https://www.linkedin.com/in/alexnichollsgray Website: https://thepxc.com/   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/QDArjg6vjVI   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/

In this episode of The Sales Today Podcast, Fred Copestake is joined by Sebastian Hidalgo, co-founder of DURINDAL and creator of the SWAT method - a sales framework influenced by hostage negotiation principles.   Fred admits he's often sceptical when crisis negotiation gets blended with commercial sales, so this becomes a lively, grounded conversation: what genuinely transfers, what doesn't, and how to use "hostage" techniques ethically to improve trust, discovery, and positioning.   What you'll hear in this episode Sebastian's unusual origin story: becoming a certified hostage negotiator at 18 The persistence it took to get accepted into training as a civilian and young applicant How later PSYOPs (psychological operations) training triggered an "aha" moment: he'd been applying negotiation principles in business without realising it Why Sebastian believes there's a gap between negotiation books (e.g. Never Split the Difference) and practical sales structure Fred's perspective: crisis negotiation ≠ commercial negotiation - and why that matters   The SWAT Method in a nutshell Sebastian explains SWAT as a four-stage sales method designed to: Earn trust faster Create positioning in real time - not just against competitors, but against the buyer's past failed attempts with similar solutions The four stages are: Influence Diagnosis Failure Mapping Value Alignment (what most people would call "the close", though Sebastian avoids that framing) Influence + Diagnosis + Failure Mapping sit mainly in what traditional sales calls "discovery", but with more emphasis on trust, relevance, and reducing friction.   Where the "hostage" skills show up (without the Hollywood nonsense) Sebastian's view: you don't need dramatic tactics - you need fundamentals executed well. Key transferable skills include: Listening (with intent - often reinforced by taking notes) Active listening + mirroring (what intelligence work calls elicitation: helping people talk themselves deeper into the real issue) Staying calm under pressure Reading the person in front of you (tone, pacing, reactions) rather than hiding behind slides He also highlights the need for flexible creativity - adapting your knowledge to the buyer's reality in the moment.   Key takeaway The value isn't "hostage negotiation theatre." It's using proven human skills - listening, trust-building, uncovering blockers early, and positioning through relevance  to make sales feel less "gross" and more like service.   Connect with Sebastian ·         LinkedIn: https://www.linkedin.com/in/sebastian-dp-hidalgo Email: sebastian@durindal.com Website: https://www.durindal.com     Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/-IP6Z7zU9Rg   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/  

In this episode of The Sales Today Podcast, Fred Copestake is joined by sales thought leader, author, and one of the kindest people in the profession, David Brock.   Together, they explore David's new book "Is Good Enough, Good Enough?"  and why it's not another "do this, do that" sales methodology book. Instead, it focuses on the mindsets and behaviours that separate high performers from those who are simply checking the boxes.   With win rates often accepted at 15–20% in many SaaS environments, David challenges the idea that "making the number" should be the benchmark. The conversation asks a bigger question: what becomes possible when we stop settling for good enough?   In this episode, they explore: Why David wrote Is Good Enough, Good Enough? and what triggered his frustration The hidden cost of "acceptable" win rates and how much time teams spend losing Why sales improvement isn't just about tools, process, tech, or methodology What really separates high performers: mindsets and behaviours Why customer centricity is still misunderstood (and often too seller-focused) How to build trust by leading with what the customer cares about - not your product Why buyers increasingly want rep-free journeys (and what that really means) How questioning needs to evolve from "agenda-driven" to "sense-making" The role of curiosity and continuous learning in modern, complex sales How insight works in the real world - and why it doesn't need to be revolutionary AI as an amplifier: how it boosts good thinking (and scales bad thinking fast) Why curiosity may be the most important starting point for sellers and leaders   Key insight The biggest performance gap in sales isn't caused by a lack of methodology. It's caused by settling. When salespeople stop being curious, stop learning, and start focusing on themselves instead of the customer, "good enough" becomes the standard - even when far better is possible.   Practical takeaways Lead with the customer's world, not your product story Ask questions to understand, not to "set up" your pitch Use insights to start conversations - you don't have to be perfect, just thoughtful Let AI support deeper research and better preparation, not lazy automation Build your foundation: curiosity, customer focus, discipline, accountability, and care   About David Brock David Brock is a respected sales leader, writer, and author of Sales Manager Survival Guide and Is Good Enough, Good Enough? His work focuses on helping sales professionals and leaders perform at a higher level by strengthening the behaviours and thinking that drive real results.   Where to find David Brock LinkedIn: https://www.linkedin.com/in/davebrock Blog: https://partnersinexcellenceblog.com/ Book: Is Good Enough, Good Enough? available on Amazon - https://a.co/d/8qcWKx9   Connect with Fred: https://linktr.ee/fredcopestake   Free resources Collaborative Selling Scorecard Check how your sales approach fits today's environment https://collaborativeselling.scoreapp.com/   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers    Watch this episode on YouTube

In this episode of The Sales Today Podcast, Fred Copestake is joined by communications and speech coach Susie Ashfield, author of Just F**king Say It and a third-time guest on the show.   This is an "emergency podcast" sparked by a moment on LinkedIn: Susie posted a video where she stumbled and left it in. No polishing. No AI. No pretending.   Because as AI-generated content gets smoother, faster, and more convincing, the thing that makes us stand out is increasingly simple:- being human.   Together, Fred and Susie explore what we risk losing when we outsource too much of our thinking, speaking, and creativity and how sales and communication can stay authentic in a world racing towards perfection.   In this episode, they explore:   Why Susie kept the mistake in her LinkedIn video and why it mattered The "volcano project" problem: what happens when the parent (or AI) does the work Where AI is genuinely useful (time-saving, editing, polishing) vs where it flattens originality Why "give me 10 creative ideas" isn't actually creative The difference between amplifying your thinking and outsourcing your thinking Why micro-mistakes, humour, and real reactions build trust and relatability The Pratfall Effect and why small imperfections can increase likability Why AI scripts often sound "political" - and why humans respond more to "comedian energy" How to make better videos without becoming artificial Why quality beats quantity in sales outreach - and why AI-driven scale can backfire A powerful story about effort, authenticity, and why "rubbish" sometimes wins   Key insights AI can make your content look perfect. But perfection isn't what creates connection. The future belongs to people who can think, speak, and show up with enough courage to be real - including the pauses, the stumbles, the humour, and the moments that don't land perfectly. Because that's where trust lives.   Practical takeaways for salespeople and creators Use AI for the practical work (drafting, editing, formatting, speeding up execution) Keep the creative work human (insight, point of view, story, judgement, humour) Don't fear mistakes - small imperfections can increase engagement and relatability Ditch the "social script" of long intros and credibility lists: lead with the audience's problem Prioritise quality connections over mass automated outreach   About Susie Ashfield Susie Ashfield is a communications and speech coach and the author of Just F**king Say It. She helps people speak with confidence and impact  without sounding scripted, robotic, or artificial. The book is also available as an audiobook, read by Susie herself (of course).   Get in touch with Susie ·        Search Susie Ashfield online to find her work and the book:  https://amzn.eu/d/aIZJK6N   ·        LinkedIn: message Susie Ashfield directly - she replies - https://www.linkedin.com/in/susannahashfield/   Connect with Fred: https://linktr.ee/fredcopestake   Free resources Collaborative Selling Scorecard Check how your sales approach fits today's environment https://collaborativeselling.scoreapp.com/   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Watch this episode on YouTube https://youtu.be/R6iKggd27NA

In the final episode of the Sales Today mini-series, Fred Copestake and James Michael step back to answer a deceptively simple question: Has selling really changed? The answer is both yes - and no. This closing conversation brings together the themes explored across the series and reframes selling not as persuasion or pressure, but as something far more human, thoughtful, and aligned with how buyers actually make decisions today. In this episode, they explore: What has stayed the same in selling - and what has genuinely evolved Why selling has always been about understanding people and solving problems How modern tools and insights allow salespeople to do a better job than ever before Why sales processes must align with buying processes How buyers often progress far before sales teams ever get involved Why tenders and late-stage engagement are rarely the start of the buying journey A powerful redefinition of selling that reframes everything Why ethical, buyer-led selling creates fair exchanges of value A simple definition of selling When asked to define selling in one sentence, Fred's answer is refreshingly clear: Selling is helping people buy. Sales isn't about control or coercion. It's about supporting people as they move through decisions — with or without you. A powerful reframing James shares a definition that brings the entire series together: Selling is a series of considered conversations of mutual curiosity, which ideally results in a fair exchange of value. This reframing removes pressure, manipulation, and performance - and replaces them with clarity, intent, and balance. Key insight Selling hasn't fundamentally changed - but our ability to do it well has. Today's best salespeople: Respect the buyer's journey Engage earlier with insight Align sales processes to buying behaviour Focus on value, not tactics When sales is done properly, it doesn't feel like selling at all.   About the guests   Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has spent over 25 years working with sales teams across 38 countries, helping them move from personality-led selling to structured, collaborative approaches.   James Michael Founder of Justified Talent, James uses behavioural psychology and psychometric assessment to identify what truly predicts success in modern B2B sales. His work challenges outdated assumptions about personality, performance, and selling capability.   Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   The end of the Sales Today mini-series This episode concludes the five-part Sales Today mini-series, exploring how selling must evolve - not by abandoning its foundations, but by returning to them with greater clarity, ethics, and intent. If you're new to the series, Episodes 1–4 are available now.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/VrRNMcmR5aM   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/

In Episode 4 of the Sales Today mini series, Fred Copestake and James Michael tackle a growing tension in modern selling: the contrast between SaaS-led sales thinking and the realities of selling in CEMMT industries - construction, engineering, manufacturing, mining, and transport.   At the heart of the discussion is Fred's work on Ethical Selling and why ethics isn't an abstract concept, but a practical, tactical necessity - particularly in complex, long-term, high-consequence sales environments.   This episode challenges hype-driven sales narratives and asks a bigger question: are we optimising sales processes for speed and scale, or for trust and outcomes?   In this episode, they explore: Why Fred felt compelled to write Ethical Selling - and why the timing mattered How ethics fits alongside existing sales frameworks rather than replacing them Why values, alignment, and conscience directly affect sales performance The difference between selling software and selling solutions that must last decades Where SaaS sales thinking adds value - and where it can fall short The rise of SDRs, AEs, and sales jargon - and how it lands in traditional industries Why ethical selling must be practical, tactical, and usable tomorrow The importance of ownership, continuity, and trust in CEMMT sales cycles   Key insight Ethical selling isn't about being "nice". And it isn't about abstract principles. It's about being aligned, acting with intent, and selling in a way that creates value for the buyer, the business, and the salesperson. When ethics are practical and embedded into how sales is done, trust increases — and performance follows.   Why this matters in CEMMT sales In CEMMT environments, sales decisions often involve: Long time horizons Multiple stakeholders Real-world consequences Assets that must perform for decades In these contexts, fast, fragmented, or overly mechanised sales approaches can undermine trust. Ethical, end-to-end ownership of the sales process isn't old-fashioned. It's essential.   About the guests   Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has spent over 25 years working with sales teams across 38 countries, helping them move from personality-led selling to structured, collaborative approaches.   James Michael Founder of Justified Talent, James uses behavioural psychology and psychometric assessment to identify what truly predicts success in modern B2B sales. His work challenges outdated assumptions about personality, performance, and selling capability.   Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   Part of the Sales Today - CEMMT Sales Series This is Episode 4 of a 5-part Sales Today mini-series, exploring how sales must evolve to reflect buyer behaviour, ethical expectations, and industry realities. Subscribe to Sales Today to catch the final episode in the series.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/1or4nrGzOOs    Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/      

In Episode 3 in this five part mini series of Sales Today Podcast, Fred Copestake and James Michael explore a question that challenges another long-held belief in sales: do great sales conversations succeed because of personality - or because of process? This episode looks at how the most effective salespeople consciously select their mode during conversations, switching between listening, questioning, sharing insight, and guiding the discussion - always with the buyer's outcome in mind. Rather than restricting creativity, process and structure create the space for better thinking, deeper understanding, and more human conversations.   In this episode, they explore: Why the ability to "select the mode" matters more than personal style The principle of seek first to understand, then to be understood — and why it's more relevant than ever How process gives permission to listen before presenting Why modern sales conversations must earn the right to ask questions The role of hypotheses and insight in opening meaningful dialogue How frameworks reduce cognitive load and free salespeople to focus on the buyer The balance between structure and creativity in complex B2B sales   Key insight Great sales conversations aren't improvised. They are guided by process, supported by structure, and brought to life through human judgement. Process doesn't turn salespeople into robots. It removes uncertainty, so attention can stay where it belongs — on the customer.   Why this matters today Buyers are busy, informed, and often sceptical of traditional sales behaviour. Structure helps salespeople: Know when to listen and when to speak Lead with insight rather than interrogation Create clarity instead of adding noise In complex sales environments, process isn't a constraint. It's a competitive advantage.   About the guests   Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has spent over 25 years working with sales teams across 38 countries, helping them move from personality-led selling to structured, collaborative approaches.   James Michael Founder of Justified Talent, James uses behavioural psychology and psychometric assessment to identify what truly predicts success in modern B2B sales. His work challenges outdated assumptions about personality, performance, and selling capability.   Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   Part of the Sales Today - CEMMT Sales Series This is Episode 3 of a 5-part series exploring how selling must evolve to reflect how buyers think, decide, and behave today. Subscribe to Sales Today to continue the journey.    Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/5F3NyWR1tEI   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/  

In Episode 2 of the CEMMT Sales Series, Fred Copestake and James Michael challenge one of the most persistent stereotypes in sales: that success comes from being loud, charismatic, and constantly talking.   Focusing on technical and specialist industries such as construction, engineering, manufacturing, and logistics, this episode explores why many highly capable professionals feel uncomfortable with selling — and why that discomfort is often rooted in outdated assumptions about what sales really is.   In this episode, we explore: Where the "gift of the gab" stereotype comes from — and why it no longer applies Why technical experts are often pushed into sales roles without the right preparation How sales gained a reputation for manipulation and performance What thousands of psychometric assessments reveal about top B2B sales performers Why extroverts are not automatically better at selling The rise of the ambivert in modern, complex sales environments The role of listening, silence, and thoughtful questioning in buyer-led conversations   Key insight Modern sales doesn't reward the loudest voice in the room. The most effective salespeople today are those who can switch modes — talking when it adds value, listening when it matters more, and creating space for buyers to think clearly. The "gift of the gab" isn't a strength in complex B2B sales. Balance is.   Why this matters today   Buyers now arrive informed, cautious, and often overwhelmed by choice and internal complexity.   What they need isn't persuasion. They need someone who can help them make sense of decisions, navigate stakeholders, and move forward with confidence.   That requires empathy, restraint, and adaptability - not performance.   About the guests Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has worked with over 10,000 salespeople across 38 countries, helping organisations move away from outdated sales behaviours and towards collaborative, ethical selling.   James Michael Founder of Justified Talent, James specialises in recruiting and assessing first-time sales hires. With a background in behavioural psychology, he uses data-led psychometric assessment to identify what truly predicts success in modern B2B sales — beyond stereotypes and assumptions. Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   Part of the Sales Today - CEMMT Sales Series This is Episode 2 of a 5-part series exploring how selling must evolve to align with how buyers think, behave, and make decisions today - particularly in complex, technical environments. Subscribe to Sales Today to continue the series.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  h https://youtu.be/mRzOStF-JsM   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/

In this opening episode of a 5 part mini series of Sales Today, we do things a little differently.   Instead of the usual host-led interview, Fred Copestake is in the hot seat as James Michael turns the tables and leads the conversation. Chatting from opposite sides of the world – Fred in the UK and James in Australia – the discussion reflects a wider theme of this episode: sales has been turned upside down.   Together, they explore how selling has evolved from persuasion, pressure, and performance theatre into something far more human, ethical, and buyer-led.   In this episode, they cover: Why traditional, manipulative sales tactics no longer work in modern B2B selling How sales used to be treated as a "dark art" – and why that thinking causes problems today Fred's accidental route into sales and what 25 years across 38 countries has taught him The shift from "telling and pitching" to sense-making and clarity-building Why today's buyers often know more than the salesperson before the first meeting What it really means to sell collaboratively rather than persuasively How ethics, integrity, and conscience now play a critical role in long-term sales success   Key takeaway Modern sales is no longer about control, clever techniques, or forcing outcomes.  It's about helping buyers make sense of complexity, supporting better decisions, and creating value through conversation – not pressure. When selling is done well today, everyone wins: the buyer, the business, and the salesperson themselves.   About the guests Fred Copestake is the founder of Brindis, a sales training consultancy. With over 25 years' experience, he has worked in 38 countries, supported more than 10,000 salespeople, and authored three books: Selling Through Partnering Skills Hybrid Selling Ethical Selling James Michael is the founder of Justified Talent, a recruitment business specialising in helping small businesses make their first sales hire. With a background in behavioural psychology, James takes a radically different approach to recruitment – focusing on assessment and behaviour rather than CVs and interviews. Connect with James Michael ·         LinkedIn: James Michael (Australia) -    https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   This is Episode 1 of a 5-part CEMMT Sales Series, exploring how selling must adapt to modern buyers, ethical expectations, and changing decision-making behaviours. Subscribe to make sure you don't miss the next episode.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/vNdGEyZLeLE   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/    

In this solo episode, host Fred Copestake conducts a live, first-reaction review of the My Sales Coach "State of Sales Coaching in 2026" Report.   Fred reads the executive summary, explores the data, and offers unfiltered commentary on what the findings mean for sales leaders, salespeople, and the future of coaching - human and AI.   He dives into coaching frequency, quality, barriers, performance impact, the role of AI, who salespeople trust as coaches, and why tenured sellers may be the most underserved group of all.   If you want to deepen your coaching culture, rethink how you support reps, and understand where the industry is heading in 2026, this is the episode for you.   Key Takeaways Coaching remains the most powerful but underused lever in sales performance. There is a growing disconnect between leaders who believe they coach more and salespeople who feel under-coached. Regular, structured coaching dramatically increases quota attainment, with weekly-coached reps 1.6× more likely to hit target. Human coaching is still preferred over AI-only solutions-trust and care still matter. Experienced sellers are the most neglected when it comes to coaching, despite being some of the hungriest for improvement. Sales managers often rate their own coaching highly, yet few have a coach themselves. A winning formula for modern sales teams: AI-powered, human-led, relentlessly consistent coaching.   00:00 Introduction to The Sales Today Podcast 00:26 Live Review of the State of Sales Coaching 2026 Report 01:36 Executive Summary by Kevin Beales 03:38 Survey Participants and Respondent Breakdown 04:37 Chapter 1: Changes Since 2025 06:06 Chapter 2: Coaching Frequency and Barriers 08:27 Chapter 3: Coaching Drives Performance 09:56 Chapter 4: Coaching in the Age of AI 12:05 Chapter 5: Who Do Salespeople Want to Be Coached By? 13:41 Chapter 6: The Rise of AI in Sales Coaching 14:56 Chapter 7: Experienced Salespeople and Coaching Neglect 17:08 Chapter 8: Who Coaches the Coaches? 18:21 Key Themes and Final Thoughts   Links and Resources   Follow Fred: https://linktr.ee/fredcopestake Download The State of Sales Coaching in 2026 Report   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/J3RfU28wapg   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

This live recording of Sales Today: Procurement Special goes back to fundamentals as Fred Copestake breaks down the anatomy of a great sales conversation so procurement professionals can spot the good ones, steer the wobbly ones, and borrow the best bits for their own internal selling.   With 25+ years in the field, three books (including Ethical Selling), and over 10,000 salespeople trained across 38 countries, Fred shares a practical, step-by-step structure you can use immediately - whether you're evaluating a supplier's approach or building support for your own initiatives. In this episode, you'll discover:  • Why objectives matter: set a primary and secondary outcome before the meeting, then signal preparedness with a short agenda. • "Ask before tell": why prescription without diagnosis is malpractice and how great sellers make it about you before talking about themselves. • Reading the room: tailoring style to personalities (analytical, amiable, driver, expressive) and how tools like DISC profiling can help you prepare. • AIDA done right: Attention → Interest → Desire → Action as a clean flow that mirrors how people think. • Strong openings: craft an attention-grabber (value proposition) that hooks into your world—industry issues, goals, and likely friction points. • High-gain questioning: use open, probing, and TED prompts ("Tell me… Explain… Describe…"), thoughtful hypotheticals, strategic summaries, and silence.  • Consultative depth: map current state vs desired state, then explore impact and consequences to build a compelling case for change. • From ask to tell: when to pivot from questions to a tailored response - not a boilerplate pitch - linked to the problems uncovered. • Progress checks: small "trial closes" to confirm fit and keep momentum without pressure.  • The Perfect Close (James Muir): "Does it make sense for us to… [next step]?"- an elegant, ethical way to agree the action or surface the right alternative.  • Internal use: how procurement can repurpose the same structure to win support for projects and decisions inside the business.   Expect straight-talking guidance, usable language patterns, and a simple framework you can run tomorrow- whether you're buying, selling, or building alignment across stakeholders.   Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this.   Connect with Fred on Linkedin https://linktr.ee/fredcopestake

Uncover the secret to achieving consistent sales success by enhancing your emotional intelligence.   Join me, Fred Copestake, as I engage with James White, an experienced sales mentor and trainer, to explore how Daniel Goleman's five characteristics of emotional intelligence can revolutionise your sales approach.   James passionately advocates for listening over pitching and stresses the importance of truly understanding client needs to foster genuine connections. Our goal is to help you achieve consistent sales results, reduce stress, and enjoy a more balanced life.   We discuss how missing conversational cues can lead to lost opportunities, and how comparing human adaptability to AI highlights the need for a sophisticated understanding of tone.   While personality profiling tools like DISC can offer insights, James emphasises the critical importance of flexibility and self-awareness in real-time interactions to optimise engagement and success.   Empathy takes center stage as we discuss its transformative power in cultivating strong business relationships.   From small gestures like thank-you notes to understanding the evolving job landscape, we explore how empathy and emotional intelligence can set you apart as a trusted advisor, particularly in high-value service contexts.   Tune in to learn how these human skills will remain indispensable even as AI continues to advance, and discover how to harness them to elevate your sales strategy.       --------- EPISODE CHAPTERS --------- (00:00) - Importance of Emotional Intelligence in Sales (06:55) - Emotional Intelligence in Sales (19:13) - Empathy and Emotional Intelligence in Sales (28:40) - Qualification and Emotional Intelligence in Sales Connect with James: https://www.linkedin.com/in/jameswhitesales/ Website: https://www.jameswhite.business/   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/8fH1ac2AYuo

In this fifth and final episode of the Sales Today podcast miniseries, sales tech strategist Hanneke Vogels returns to wrap things up with Fred Copestake as they delve into the last part of the modern sales framework: delivering the right outcomes.   But before they get there, the conversation begins with one of the most critical (and often messy) phases in sales: negotiation.   Hanneke shares how tech can help streamline this complex process - from collaborative contract tools to AI-powered note-takers that analyse sentiment and conversation flow.    They explore how sellers can use these tools to track changes, suggest alternative clauses, and avoid getting lost in version-control chaos.   Fred and Hanneke also discuss the importance of staying human during negotiations, emphasising that while tech can help prep and speed up the admin, the face-to-face connection still matters when resolving key sticking points.   From there, the duo turns their attention to outcomes and ongoing customer success. In modern sales, it's not just about closing deals - it's about ensuring delivery, adoption, and long-term value.   They cover: ·       How to seamlessly hand off deal context to delivery teams using CRM and automation tools   ·       The evolving role of customer success platforms in driving upsell, cross-sell, and satisfaction.   ·       Automating smart reminders for relationship touchpoints and renewals.   ·       Using sentiment analysis and stakeholder tracking to proactively manage risk.   ·       The death of the QBR - and the rise of meaningful, value-led customer reviews.   ·       Why tech makes it easier than ever to stay connected with stakeholders after the sale.   They close out the series with a rallying call: Tech doesn't need to be complex or overwhelming. Start small, think in processes, and automate the things you repeatedly forget.   Whether it's helping with negotiation, driving customer success, or building long-term relationships, this episode shows how sales teams can use technology to make outcomes more predictable, partnerships more valuable, and selling a lot more human.   Connect with Hanneke: linkedin.com/in/hannekevogels Subscribe to hear about e-book:  https://stryfes.com/newsletter/   Follow Fred: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/2E-CkUYGn5M

In this fourth episode of the Sales Today podcast miniseries, sales tech expert Hanneke Vogels joins Fred Copestake to explore the future of proposals, presentations, and how we bring solutions to life for buyers.   Hanneke kicks things off with a strong rallying cry - “Death to the PDF!” - challenging the outdated way many salespeople still share proposals.   She explains how today's proposal tools and digital sales rooms allow sellers to create interactive, trackable micro-sites that not only look better but also provide rich data on buyer engagement.   From seeing which sections a prospect re-reads to knowing when they log back in, sellers gain insights a static PDF could never provide.   The conversation also touches on buyer experience. Far from being just a sales efficiency play, these tools make it easier for customers to navigate information, watch embedded videos, and collaborate across complex deals.   Fred and Hanneke debate the role of video and avatars in proposals, weighing authenticity against automation, before diving into live presentations.   They highlight the pitfalls of bullet-heavy slides, the power of storytelling, and why the humble whiteboard still creates the most memorable collaboration moments with clients.   From there, the discussion turns to new ways of capturing and amplifying those sessions transforming messy whiteboard notes into professional infographics and valuable touchpoints that keep momentum alive after the meeting.   Topics include how to: • Replace static PDFs with interactive, trackable proposal tools. • Use digital sales rooms for collaboration across complex deals. • Enhance buyer experience with embedded video and personalised touches. • Avoid “death by PowerPoint” with simple, story-led presentations. • Harness whiteboards and collaborative tools to co-create solutions. • Transform workshop notes into infographics or post-meeting value assets. Whether you're crafting a proposal, running a pitch, or co-designing with a client, this episode shows how modern tech when used smartly can make your solutions more compelling, collaborative, and credible.   Connect with Hanneke: linkedin.com/in/hannekevogels Subscribe to hear about e-book:  https://stryfes.com/newsletter/   Follow Fred: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/A2Q7tUFaqeI

In this second episode of the Sales Today podcast miniseries, Fred Copestake continues his conversation with sales tech expert Hanneke Vogels - this time addressing how modern technology can transform your research process before engaging with prospects.   The focus is on understanding who you're talking to, what they care about, and how to personalise outreach in meaningful ways using tools already at your fingertips.   From mapping complex Decision Making Units (DMUs) to exploring individual communication styles with DISC-based AI profiling, this episode highlights how tech can sharpen your preparation and relevance in every interaction.   They also discuss the power of sales intelligence tools to surface what prospects are talking about, writing about, or being interviewed on - making deep, high-impact research both accessible and efficient.   Topics include how to:   Use affordable AI agents for personality and communication style insights. Profile unknown stakeholders using LinkedIn Sales Navigator. Apply large language models to join the dots between your value prop and their unique needs. Tailor whitepapers and outreach messaging at an individual level. Know when deep research is a competitive advantage - and when it becomes table stakes.   Whether you're targeting a strategic account or prepping for your next call, this episode shows how to harness tech to understand people and context so your conversations land with more relevance and value.   Connect with Hanneke: linkedin.com/in/hannekevogels   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/

Modern technology is reshaping how sales teams identify and qualify opportunities.   In this conversation, Fred Copestake speaks with sales tech expert Hanneke Vogels to explore how tools like HubSpot's Breeze and other sales intelligence platforms can help define and refine your Ideal Customer Profile (ICP).   They examine how existing customer data can reveal key patterns and shared traits, enabling teams to pinpoint lookalike companies and prioritise outreach more effectively.   There's also a focus on how AI can support deeper customer understanding, allowing for more relevant messaging and stronger initial engagement.   The discussion also highlights how qualification is no longer a one-off task.   Using AI tools, transcription services, and structured CRM inputs, sales professionals can apply a more dynamic, data-driven approach to assessing opportunities over time.   Techniques such as role-based AI prompts - particularly for understanding decision-makers like finance directors are covered, offering practical ways to enhance both lead scoring and personalisation.   Whether you're reviewing your ICP or aiming to improve qualification consistency, this episode presents clear ways to use technology to sell smarter, not louder.   --------- EPISODE CHAPTERS --------- 0:00 - Techniques for Modern Sales Success 09:49) - Effective Sales Qualification Strategies   Connect with Hanneke: linkedin.com/in/hannekevogels   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/ZweyyOH6m_s

This episode is a live recording of Fred Copestake's show for the Alchemie Network, where he dives deeper into what makes true collaboration between sales and procurement work. Picking up from the last session on the evolution of sales, Fred explores selling through partnering skills – a practical approach to creating better, more productive relationships. With his usual energy, hard-won experience, and a few lighthearted moments, Fred unpacks six key elements of PQ (Partnering Intelligence) – the lesser-known but equally vital cousin of IQ and EQ. In this episode, you'll discover: Why trust is the non-negotiable foundation of any relationship The “trust equation” (and how self-orientation can make it crumble) How to create a genuine win-win mindset without damaging your own position Why interdependence beats independence in modern sales How transparency builds credibility (and why leading with a flaw is powerful) The importance of being comfortable with change – for you and your customer Why future orientation helps both sides achieve meaningful outcomes Fred also shares practical tools like mutual action plans, tips for handling resistance to change, and why buyers care about futures rather than just features. Expect straight-talking insights, useful questions to reflect on, and a clear framework to help you recognise great sales behaviours – and spot the ones that fall short. A must-listen for procurement professionals who want to work with genuine partners, and for salespeople who want to stand out for the right reasons. . Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this. Connect with Fred on Linkedin https://linktr.ee/fredcopestake   Watch this episode on YouTube https://youtu.be/FHifHfaKXJw  

From selling at the age of 8 to reshaping modern sales thinking, Fred Copestake shares a career defined by curiosity, coaching, and creativity.Guest LinksFind Fred on LinkedIn: https://www.linkedin.com/in/fredcopestake/Fred's Book – Ethical Selling: https://amzn.eu/d/biLP8p8Sales Today Podcast: https://throughpartnering.libsyn.com/In this episode of the SDR DiscoCall Show, Neil Bhuiyan sits down with Fred Copestake, sales consultant, trainer, and the creator behind Brindis and the Sales Today podcast. Fred shares his journey from childhood sales hustles to becoming a leader in ethical selling. Together, they explore how the world of sales has shifted - from manipulative tactics to value-driven, curiosity-led conversations.Fred introduces us to Orange Hat Thinking, the importance of coaching for modern sellers, and why personal branding is now a non-negotiable. If you're in sales, love a good framework, or want to serve your buyers better, this episode delivers.Key TakeawaysCuriosity is the foundation of great salespeopleSales has evolved - manipulation is out, ethical value is inOrange Hat Thinking offers fresh perspectivesPersonal branding helps reps stand out and connectSalespeople today are sense makersCoaching develops clarity and confidenceKnowing your ICP creates better conversationsBuilding long-term relationships is still keyTimestamps00:00 – Introduction to the SDR DiscoCall Show02:47 – Meet Fred Copestake: A Sales Veteran05:35 – Fred's Early Sales Journey08:32 – Building Confidence in Sales11:16 – Transitioning to Professional Sales14:15 – Curiosity as a Key to Success17:08 – The Evolution of Brindis19:26 – Navigating Career Changes and Economic Challenges21:08 – Evolving Business Models and Personal Growth22:47 – Finding Your Niche in Sales Training26:42 – The Importance of Aligning with Your Audience30:26 – Defining Your Ideal Customer Profile (ICP)39:03 – The Journey into Coaching and Orange Hat Thinking41:16 – The Six Thinking Hats Model44:01 – The Orange Hat and Personal Branding45:06 – Evolution of Sales Practices52:36 – Sales Today Podcast and Its Purpose54:46 – Advice to My Younger Self

This episode is a live recording of Fred Copestake's show for the Alchemie Network where he shares insight on sales with procurement professionals.   Fred kicks off the Sales Today: Procurement Special Series with a time-travelling journey through the evolution of sales - from the efficient, process-driven methods of the 1950s to today's collaborative, value-led partnerships.   Expect punchy takeaways, entertaining side notes, and hard-earned wisdom from someone who's trained over 10,000 salespeople in 38 countries. This episode explores:   Why process still matters (and what it looks like now) How psychology shaped the sales styles of the 1960s Why the 1980s created the 'sleazy' salesperson stereotype What really sparked the shift to consultative and value-based selling How AI and modern tools can help salespeople be smarter and more human The power of partnering skills and what procurement should look for   Fred also shares a few tools, a couple of cheeky jokes, and some serious thoughts on how procurement and sales can truly work together - without trickery, tension, or tug-of-war.   A must-listen if you want to spot great sales behaviours, avoid the dodgy ones, and create better buying relationships.   Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this.   Connect with Fred on Linkedin https://linktr.ee/fredcopestake   Watch this episode on YouTube https://youtu.be/BJsuQDRxE_o  

This episode is a live recording of Fred Copestake's show for the Alchemie Network where he shares insight on sales with procurement professionals.   Fred kicks off the Sales Today: Procurement Special Series with a time-travelling journey through the evolution of sales - from the efficient, process-driven methods of the 1950s to today's collaborative, value-led partnerships.   Expect punchy takeaways, entertaining side notes, and hard-earned wisdom from someone who's trained over 10,000 salespeople in 38 countries. This episode explores:   Why process still matters (and what it looks like now) How psychology shaped the sales styles of the 1960s Why the 1980s created the ‘sleazy' salesperson stereotype What really sparked the shift to consultative and value-based selling How AI and modern tools can help salespeople be smarter and more human The power of partnering skills and what procurement should look for   Fred also shares a few tools, a couple of cheeky jokes, and some serious thoughts on how procurement and sales can truly work together - without trickery, tension, or tug-of-war.   A must-listen if you want to spot great sales behaviours, avoid the dodgy ones, and create better buying relationships.   Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this.   Connect with Fred on Linkedin https://linktr.ee/fredcopestake   Watch this episode on YouTube https://youtu.be/BJsuQDRxE_o  

Fred Copestake is a renowned sales expert and author who's revolutionizing the way we think about ethical selling in business. As the author of three books, including his latest “Ethical Selling,” and founder of the Institute of Ethical Selling, Fred is pioneering the movement towards more transparent, integrity-driven sales practices. His practical approach transforms ethical […] The post Fred Copestake: Lead with the flaws – it builds trust! Ethics becomes crucial when pressure is high. appeared first on Salesman.com.

Are your sales strategies leaving opportunities on the table? Discover how ethical selling builds trust, drives repeat business, and creates win-win-win outcomes for everyone involved.In this episode, Fred Copestake shares actionable insights on aligning your values with your sales approach, differentiating yourself from competitors, and achieving sustainable success.Packed with practical tips and strategies, this full-length podcast is perfect for independent business professionals selling high-ticket products or services who want to create predictable, ethical growth.In this episode, you'll learn:✅ Why ethical selling is the future of sales.✅ How to build trust and long-term relationships with clients.✅ The power of win-win-win outcomes and how they benefit your business.Whether you're a business owner, sales professional, or leader, this episode will help you elevate your sales approach and deliver lasting results.

Today, the Jeffs are chatting with Fred Copestake of Brindis about the importance of thinking like a partner, addressing customer problems, and the critical distinction between implementing knowledge versus merely acquiring it.You can purchase a copy of Fred's book Hybrid Selling here!Follow Us on Facebook, Instagram, or LinkedInGet in touch InnovationJunkie.comWant to WATCH the podcast? We're on YouTube! Check it out now

Send us a Text Message.Fred Copestake is a best-selling author, podcaster, instructor, thought leader, sales leader, strategist, and a great friend! He joins us today for the third time to talk about Ethical Selling (coincidentally the title of his new book) and the keys to achieving great customer outcomes.Fred is able to focus on tactics that everyone practices or teaches and make them applicable in every sales call scenario. He teaches "implementation" on top of "instruction".Contact Fred on LinkedIn or through this website: Fred CopestakeScott SchlofmanMike Williams#sales #podcast #customerfirst #relationships #success #pipeline #funnel #sales success #selling #salescoach

Tune in to a riveting episode of the Business Influencers Show as host Chris Salem engages in a compelling conversation with Fred Copestake, renowned author, trainer, coach, and Founder of Brindis. Gain invaluable insights on boosting sales by adopting a partner mindset. In this special interview, they delve into the strategies and mindset shifts that can revolutionize your approach to sales. Don't miss this dynamic discussion on how to "Sell More By Thinking Like A Partner." Host: Chris Salem - Renowned corporate trainer, prosperity coach, keynote speaker and award winning author. Guest : Fred Copestake - author, trainer, coach, and Founder of Brindis You Can Reach Fred Copestake @ linkedin.com/in/fredcopestake #TALRadioEnglish #BusinessInfluencers #SalesStrategies #FredCopestake #ChristopherSalem #Brindis #touchalife #TALPodcast

"As a salesperson, hopefully, you are being coached. Either you're a network, your buddies or manager, or just somehow get some support to help you think about doing stuff right" - Fred Copestake in today's Tip 1656 Do you mess up your selling? Join the conversation at DailySales.Tips/1656 and learn more about Fred! Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: 512-777-1442 or Email: scott@top1.fm

"The more we've got where we know we're doing something that makes a difference, the more relaxed we can be that we're doing the right thing." - Fred Copestake in today's Tip 1638 Do you do the right thing? Join the conversation at DailySales.Tips/1638 and share your thoughts! Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: 512-777-1442 or Email: scott@top1.fm

In this episode, host Colin Mitchell welcomes Fred Copestake, author of "Hybrid Selling" and "Selling Through Partnership Skills," to discuss the changing landscape of B2B sales. They explore the concept of hybrid selling and how it has transformed sales in the digital age. Fred emphasizes the importance of equipping salespeople with the skills to stay relevant and meet the evolving needs of customers. He also highlights the value of understanding customer pain points and providing a personalized and valuable experience.Follow the Host:Collin Mitchell (Partner, Leadium)Our Episode Guest:Fred Copestake (Author, Hybrid Selling and Selling Through Partnership Skills)Sponsored By:Leadium | The leader in outbound sales appointment setting*If you'd like to be a guest on the show or have any questions, email us at guest@salestransformation.co - Just tell us why you're reaching out and we'll contact you as soon as we can!

"Think about how are we doing stuff to identify issues, rather than trying to force a solution, rather than trying to push ourselves onto people." - Fred Copestake in today's Tip 1613 Are you being selfish with your customers? Join the conversation at DailySales.Tips/1613 and learn more about Fred! Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: 512-777-1442 or Email: scott@top1.fm

"We need to give them the ability to stop being so confused about what it is they're actually trying to sell. We can do this." - Fred Copestake in today's Tip 1407 Can you do this? Join the conversation at DailySales.Tips/1407 and check out the links! Have feedback? Want to share a sales tip? Call or text the Sales Success Hotline: 512-777-1442 or Email: scott@top1.fm

There's a phrase in the military called ‘softening the target'. It means prepping your target for the main effort so you have a better chance of success. In sales, there's no better way to prep a prospect for a conversation than to allow them to get to know you ahead of time and show them you're competent and bring relevant solutions. Fortunately, all of that can be done inexpensively with video. We sat down with Fred Copestake to learn how he advises his sales clients how to systemize great prospecting video, and it's all in this week's Bulletproof Selling podcast!

About Fred Copestake: Fred is a consultant, trainer, coach, and expert in helping sales professionals from all over the world improve their performance and unleash their full potential.He is the Founder of Brindis, a leading sales training consultancy, and author of Selling Through Partnering Skills: A Modern Approach to Winning Business and Hybrid Selling.Over the last 22 years, he has traveled around the world 14 times and visited 36 countries to work with over 10,000 salespeople. His focus is on how salespeople can develop a more modern and collaborative approach to working with customers.He has learned the 3 universal challenges of salespeople that he calls Busy Busy Busy, Oldie Worldly, and Muddled Mindset, and how to counter them using modern frameworks and mindsets.In this episode, Nancy and Fred discuss:Selling Through Partnering Skills: Salespeople's 3 main challenges and partnering intelligence (PQ) theoryHybrid Selling: Adapt to changes in selling. Sales professionals need to know how to use multifaceted, collaborative, and customer-centric selling strategies to stay relevant into the future.Key Takeaways: Busy Busy Busy is focusing on the wrong activities resulting in wasted opportunities and effort. Become more effective through planning and process.Oldie Worldly refers to old methods which simply do not work anymore. Today it's about being customer-focused. Self-centered strategies are fit for a bygone era of selling.Muddled Mindset is misalignment. Develop clarity within the organization, encourage coaching by management, and allow individuals confirmation that the way they work is making consistent with top performance.A top trend to adopt right now is video. Shifts in sales today also include a focus on helping more and co-creation. Consultative still works but the future is about collaboration.“We need to be comfortable with change. I mean, salespeople, we sell change that way. If we're not comfortable with it, if we don't understand it, it's hard for us to really help people change themselves.” - Fred Copestake Connect with Fred Copestake:LinkedIn: https://www.linkedin.com/in/fredcopestake/App: https://collaborativeselling.scoreapp.com/Try Our Proven, 3-Step System, Guaranteeing Accountability and Transparency that Drives RESULTS by clicking on this link: https://oneofakindsales.com/call-center-in-a-box/Click on this link to download a FREE digital copy of The Inside Sales Solution: https://form.jotform.com/212374882793164 Connect with Nancy Calabrese: Twitter: https://twitter.com/oneofakindsalesFacebook: https://www.facebook.com/One-Of-A-Kind-Sales-304978633264832/Website: https://oneofakindsales.comPhone: 908-879-2911 LinkedIn: https://www.linkedin.com/in/ncalabrese/Email: leads@oneofakindsales.com

Fred Copestake is the Author of Hybrid Selling. He is an experienced consultant, trainer, coach, and expert and in this episode, you will learn how Fred helped sales professionals around the world to improve their performance and unleash their full potential. We also deep dive into the evolution of sales.Connect with Fredhttps://www.linkedin.com/in/fredcopestake/Connect with Jeffhttps://jgsalespro.com/https://www.linkedin.com/in/jeffgoldbergsalescoach/

In this episode of 3PL Live, host Jeremy Thone speaks with author Fred Copestake about his two books, Hybrid Selling and Selling Through Partnering Skills. One of my favorite concepts Copestake speaks about is "busy busy busy" for sales reps. This concept is where representatives are working hard but not working strategically. We also explore the ideas of writing books or doing big projects and Copestake's creative process. He used puppets for storytelling for his book Selling Through Partnerships. 3PL Live

On this episode of the Salesman Podcast, Fred Copestake shares what hybrid selling is, why it's the future of our profession and how to start leveraging it to win more deals. Fred is the founder of Brindis sales training and best-selling author of ‘Hybrid Selling' and ‘Selling Through Partnering Skills'. Coming soon. Transcript: Coming soon.

In Conversation with Fred Copestake, Author, “Hybrid Selling”. He speaks to Subhanjan Sarkar in this episode on his book, Hybrid Selling The post Bizcast: Bits about books – In Conversation with Fred Copestake, Author of the book “Hybrid Selling”. appeared first on Business Podcast Network.

Hybrid Selling - Keeping yourself relevant in the future. Look at the new challenges and stop getting away with doing the minimum for the customer. There is so much more that need to be done to meet the expectations of the customer.Hybrid Selling FrameworkE - Essentials (basic foundations - collaborative selling)V - Virtual Selling (video, social selling, and AI)O - Opportunity Management (understanding information of the sale)L - Leading Customer (guiding through the sales process in the way they need)V - Value Selling (what does value actually look like to the customer)E - Expand the Relationship (work together with customers for delivery)Mike suggests that the largest miss is the ‘O' and understanding all the information. This includes who the players are, what are they looking for and mapping all the information together. When uses correctly, it is very powerful but it is not always maximized.Fred Copestake  https://linktr.ee/fredcopestakehttps://calendly.com/fredcopestake How good is your Collaborative Selling? Take the test:https://collaborativeselling.scoreapp.com/ Are you ready for Hybrid Selling? Take the test: https://hybridselling.scoreapp.com/Get in touch with us and join the conversation:mike@TheSellingPodcast.comscott@TheSellingPodcast.com

In this episode we have a fantastic discussion with Fred Copestake. Fred is an insightful author and podcast host of "Selling Through Partnering Skills." He reached out to us after listening to our podcast episode on the new sales model and had several pieces he wanted to add.Along with his six elements of Partnership Quotient (PQ), we discuss the VALUE framework:Validate - How to check fit for doing businessAlign - How we can work together                                                Leverage - How to make a sales approach                                     Underpin - How to present, prove and agreeEvolve - How to develop the business    Fred shares the steps to move sales through the this framework. Buyers have more information and likely know what they are looking for in a solution. How does the modern day seller work in that environment? Fred explains how this is done by putting the buyer as the hero and working with the customer... in other words, collaborative selling!Connect with Fred on  LinkedIn Profile (and mention The Selling Podcast when you conncect!):https://www.linkedin.com/in/fredcopestake/Fred Copestake's Materials (Podcast, Books, etc)https://linktr.ee/fredcopestakeFollow us, Like us, and Mention us on all the social media sights! Join the conversation. Thanks!