7 Ways to Close More Sales… Ethically

You've just come back from a trade show. You're exhausted, your feet hurt, but you've got a list of leads. It feels like progress. But here's the uncomfortable truth most of those people are not going to buy. Not because they're bad leads. But because that's not why most people attend trade shows. They're there to explore, learn, compare, and figure things out. And that single shift in perspective changes everything about how you should follow up.   The real problem with trade show follow-up Most follow-up doesn't fail because of lack of effort. It fails because it's based on the wrong assumptions. Fred breaks this down into three predictable mistakes that cost sales teams time, energy, and ultimately opportunities.   Mistake 1: Treating every contact like a lead When you download your badge scans, it's tempting to see a long list and think: "Great, loads of opportunity." But in reality, it's a mixed bag. You've got: Genuine prospects Curious browsers Competitors Students And yes… people who just wanted the freebies If you treat all of them the same, you dilute your focus. The real starting point isn't sending emails. It's asking: Who did we actually speak to? What did they care about? Which conversations are worth continuing? Because not everything is a lead.   Mistake 2: Treating follow-up like a task, not a thinking process This is where activity takes over. Emails go out. LinkedIn requests get sent. Calls are made. It feels productive. But most of it is generic. "Great to meet you at the show…" "Let me know if you'd like a demo…" And it gets ignored. Why? Because it doesn't reflect the actual conversation. It doesn't show understanding. It doesn't move anything forward. Good follow-up isn't about speed - it's about relevance. It should feel like a continuation, not a restart.   Mistake 3: Going in too hard too soon  Even when you've identified the right people and thought about the conversation… Many salespeople still jump too quickly into: Demos Presentations Walkthroughs But the buyer isn't ready. They've gone from "That's interesting…" to being pushed toward "Buy this." Too quickly. What they actually want is help making sense of what they saw. That's where your role shifts. Not presenter. Not persuader. But sense-maker. Someone who helps them think, explore, and decide.   The shift that makes the difference Across all three mistakes, the pattern is the same: Wrong assumptions about leads Too much activity, not enough thinking Moving faster than the buyer is ready for The better approach? Pause. Before you send anything, ask: Who actually matters here? What were they trying to figure out? How can I help them think - not push them to buy? When you get this right, follow-up stops feeling like follow-up. It becomes a natural continuation of the conversation. And that's when deals start to move.   Key takeaway Trade shows don't generate sales. Conversations do. And your follow-up determines whether those conversations continue… or disappear. Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/0WMCr6E_Cpk    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.

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.

In this episode, Fred is joined by Gearoid Cox, founder of Sales Pipeline, to explore why selling feels harder in a world full of noise, new vendors, and empty promises.   From early-stage founders doing all the selling… to the challenge of building trust when buyers are more cautious than ever, this conversation digs into what actually helps sales teams stand out today.   The big theme running through the episode is simple:   Trust matters more than ever. And screaming value is not the same as creating it.   Key Takeaways Buyers are more educated, more cautious, and slower to trust Trust sits in three places: the brand, the solution, and the seller Founders often underestimate how hard sales becomes once they move beyond their own network Great selling is about understanding the problem, not shouting about the product The more noise in the market, the more important calm, relevant selling becomes Real growth happens when sales, marketing, and service all learn from the customer together   It may be easier than ever to reach people.   But it is harder than ever to earn their trust and stand out.   That means modern sellers need to be more relevant, more thoughtful, and far less generic.   About Gearoid Cox   Gearoid Cox is founder of Sales Pipeline, helping early-stage businesses build realistic, effective sales systems that go beyond founder-led selling.   🌐 Website: sales-pipeline.io🔗 LinkedIn: Gearoid Cox - https://www.linkedin.com/in/gearoidcox    Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/Ujoa6tsaZJM   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.

What really happens when a top salesperson gets promoted into leadership?   In this episode, Fred is joined by Amanda Downs, Director of Commercial at The Uspire Partnership and author of Step Up to Sales Leader, to explore the challenges of moving from individual contributor to sales leader.   From letting go of old habits… to leading former peers… to creating the right structure for growth, this episode is packed with practical insight for anyone stepping into sales leadership or supporting others to do it.   Key Takeaways Great salespeople do not automatically become great sales leaders One of the hardest shifts is learning to release the reins The "white knight" trap stops teams from growing Leadership requires clarity, structure, and consistency Amanda's GROWTH toolkit gives sales leaders a practical framework Positive regard and genuineness are powerful leadership habits Values matter most when things go wrong Sales leadership is not about doing more yourself — it is about enabling others   The Big Shift Stepping into sales leadership is not just a promotion. It is a move from doing the work to leading the people who do the work.   About Amanda Downs Amanda Downs is Director of Commercial at The Uspire Partnership and author of Step Up to Sales Leader. She helps organisations develop stronger sales leadership through practical frameworks, coaching, and commercial insight. 📘 Step Up to Sales Leader - Available from 20 April on Amazon and through major booksellers.   Chapters 01:51 Stepping Up Challenges 05:35 White Knight Trap 07:49 Player Coach Debate 09:35 Growth Toolkit Overview 15:37 Release Reins Process 20:01 Leading Former Peers 21:48 Opportunities Magic Matrix 23:24 Gap Analysis Tools 24:59 Availability And Distribution Basics 29:48 Self Coaching And Imposter Syndrome 31:42 Touchpoints And Thought Leadership 33:00 Value Proposition Storytelling 35:16 Values In Action   Connect with Amanda ·         LinkedIn: Amanda Downs - https://www.linkedin.com/in/amandadowns2 ·         Email: [email protected]   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/zsiv0vMrzKU   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.  

What if selling wasn't about speed… but about timing?   In this episode, Fred is joined by Mark Kempf, author of Unfurl Your Sales, to explore a different approach to selling -one that is gradual, progressive, and deeply personalised.   From slowing down to speed up… to building relationships that last decades, this conversation challenges the pressure to rush and reframes what effective selling really looks like.   Key Takeaways Slow down to speed up in sales Focus on quality over quantity Personalisation is about the conversation - not just research Confidence comes from competence and preparation Stop forcing urgency - align with the buyer's timing The goal isn't a sale… it's a long-term client   The Big Shift Sales doesn't need to be rushed. The best sellers move with intention, not pressure.   About Mark Kempf Mark Kempf is the author of Unfurl Your Sales, bringing decades of experience in relationship-led, long-term selling. 📘 Unfurl Your Sales - https://amzn.eu/d/0hPZfBXL 👉 https://www.unfurlyoursales.com 🔗 LinkedIn: Mark Kempf    Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/v4hBh8Kk6ms   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.

The way buyers buy has changed - but most sellers haven't. In this episode, Fred is joined by Steve Knapp (co-founder of PLAN.GROW.DO) to explore what the Buyer Revolution really means for modern sales. From buyers being 83% through their journey before speaking to you… to why most sellers are preparing for the wrong conversation - this episode challenges traditional thinking and offers a more practical, buyer-led approach.   Key Takeaways Buyers are further ahead than you think Your first job is to validate, not qualify Preparation must match the buyer's reality Most value is created before the first conversation Personalised content builds trust - corporate content doesn't It's easier than ever to sell… but harder than ever to stand out   The Big Shift Sales isn't broken. But the timing, approach, and expectations have changed. The sellers who adapt to how buyers actually buy will win.   Chapters 0:00 Welcome and Introductions 01:35 Beyond Sales Training 04:21 Buyer Revolution Research 09:00 Validate Not Qualify 11:37 The Two 83 Percent Stats 14:33 Nurturing Between Orders 19:32 Hybrid Channels and Personalisation 25:57 Leadership and Measurement 28:04 Personal Brand Amplification 31:27 Resources and Wrap Up   Connect with Steve Steve Knapp is co-founder of Plan Grow Do, helping organisations evolve their sales approach through training, coaching, and consultancy.   Website: https://plangrowdo.com LinkedIn: Steve Knapp - https://www.linkedin.com/in/steveknappsales Get Steve's Book - Selling Lubricants Smarter Buy on Amazon Beyond The Blend Podcast - https://plangrowdo.com/beyond-the-blend-podcast     Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/BwRzJ2_JS-0   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.

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/