Mastering Storytelling (and making your customer the hero)

  Customers don’t care about what your product is - they care about what it does.   In this episode, we explore a fundamental shift in sales thinking: moving from product-based conversations to outcome-focused dialogue.   When you stop pitching features and start communicating results, you change how customers see your value.   You’ll learn:   Why outcome-based selling leads to faster, more confident buying decisions The three core types of outcomes that matter to buyers: financial, operational, and strategic How to align your entire sales process around the outcomes your customer is aiming for A practical way to connect features to results using the “So what?” test A simple structure for building outcome-focused stories that resonate   You’ll also hear a real-world example of how one company cut costs by focusing on what the customer stood to gain - not just what the product could do.   This episode is about helping you speak your customer’s language - linking your offer directly to what they care about most. It's not about exaggeration or hype; it's about being specific, relevant, and useful.   Expect practical guidance and one clear action step you can apply in your next meeting or proposal.   Sales conversations get better when the focus is on outcomes. Listen in—and start making that shift today.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://bit.ly/3IaPt3M

Sales success doesn’t come from bombarding prospects with features, facts, or figures.   What truly sticks are stories - stories that show a better future and invite your customer to see themselves in it.   This episode explores how to use storytelling as a powerful sales tool by borrowing from one of the oldest and most effective narrative structures: the Hero’s Journey.   Discover how to turn dry case studies into compelling customer-first stories that feel real and memorable.   Learn the four-part structure that positions your buyer as the hero and you as their trusted guide.   Hear a practical example of how this approach transformed an aerospace manufacturer’s results, and pick up tips on how to make your stories more emotional, personal, and relevant to the people you're selling to.   This isn’t about being theatrical - it’s about building trust, painting clear outcomes, and helping people feel what success looks like before they’ve even said yes.   Expect ideas you can try straight away in your next conversation, including one simple action to help you put it all into practice.   Real sales impact starts with a well-told story. Tune in and start telling yours better.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://bit.ly/3HVPtoh

Most sales presentations fail because they’re all about you.   Customers don’t care about your awards, your company map, or your tech stack- until they know you get their world.   In this episode I share how to flip the script and deliver customer-focused presentations that engage, build trust, and make decisions easier.   What you will learn:    Why traditional presentations lose the room - and how to fix that  The 6-part structure to build compelling, customer-first presentations  How to open with a hook that gets immediate attention  When (and how) to prove your solution with just enough detail  The critical role of questions - and how to use them throughout  Do’s and don’ts to keep your message clear, relevant, and action-driven   Action step: Take one upcoming sales presentation and rebuild it using the 6-step structure: Hook, Challenges, Solution, Benefits, Proof, Next Steps. Remove the “about us” intro. Make it theirs. Present to solve, not to boast.    Bonus resource: Take the free scorecard in the show notes   Clearer structure. Stronger engagement. Better results.    Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/vqDwk1ujaOk

Proposals don’t close deals on their own - but bad proposals can definitely kill them.   Today I’m sharing exactly why most sales proposals fail and how you can turn yours into a tool that helps your customers make confident buying decisions.   Too many proposals read like company brochures, filled with “we do this” and “we do that.”   That approach rarely works because it’s all about you, not the customer.   In this episode, I walk you through a simple but effective six-part structure that keeps the customer at the centre of your proposal.   When you get this right, your proposal will reinforce the value you’ve discussed, build trust, and make it easy for your customer to say yes.   I also share my pricing approach using the “retaliation in first” concept -  a simple technique that helps address pricing concerns before they arise.   I explain why every proposal must make perfect sense to decision-makers who may not have been involved in earlier conversations, and how you can write yours to achieve exactly that.   By the end of this episode, you’ll know how to create customer-focused proposals that help you close deals faster, with fewer objections and more confidence.   If you’re in B2B sales, enterprise sales or any consultative selling role, you can take this framework and start applying it straight away.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/tOdypn2i4pI

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  

Most sales meetings don’t fall apart because of price, product, or even the competition. They fail because there’s no structure -  no clear flow, no engagement, no direction. And when that happens, buyers check out, momentum disappears, and indecision takes over.   In this episode of Sales Today, I’m sharing a simple yet powerful framework that will help you take control of your meetings and drive real progress: the AIDA model. It’s been around for decades, but there’s a reason it’s still used - it maps perfectly onto how people think and make decisions.   We’ll explore how to grab a buyer’s attention right from the start, build genuine interest by asking smarter questions, create desire by painting a compelling future state, and drive action by closing with clarity and purpose.   I’ll also cover some of the most common mistakes salespeople make in meetings - from rambling intros to vague endings - and show you how to avoid them.   Rather than hoping your next meeting goes well, this episode will help you design it to succeed. You’ll come away with a clear process: how to prepare a strong opening hook, the right kinds of questions to ask, how to visualise the value you bring, and how to confidently define the next step.   If you want better outcomes from your meetings -  more clarity, more confidence, and more momentum - this is the place to start.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/QV-0F_DojM4

Deals aren’t won by the best pitch - they’re won by the best questions.   Sales conversations that lead to results are built on curiosity, not monologues. This episode reveals how strategic questioning transforms average chats into meaningful, high-impact dialogue.   What you will learn: The 8 must-use question types that uncover real needs How to sequence your questions to guide, build trust, and create clarity Key traps to avoid – from interrogation mode to emotional blind spots Why silence is more powerful than you think The one move that instantly raises the quality of any sales conversation Action step: Before your next sales call, prepare two open questions, two probing questions, and one high-gain question. Use them with intention – and watch how quickly the conversation improves.   Ready to test yourself? Take the free scorecard in the show notes.   Smart questions. Better outcomes. Listen now.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/LxRxPiYp6DA

Today’s buyers aren’t struggling with a lack of information -they’re overwhelmed by it.   Reports, webinars, emails, stats… it’s a constant barrage. But what they really need is someone who can help them cut through the noise and bring clarity to complexity.   In this episode of Sales Today, I explain what ‘insight’ actually means in modern B2B sales - and why it’s more than just sharing clever stats or flashy trends.   The conversation explores how sales professionals can shift from simply offering options to actually reframing how customers view their own challenges and opportunities.   I share a simple yet powerful framework - Trend, Impact, Action - that enables sellers to deliver insights that are timely, relevant, and genuinely useful.   I also share actionable strategies for uncovering these insights without turning into a full-time researcher.   Whether it's spotting patterns in current customer activity, tracking competitor moves, or understanding industry shifts, there are practical ways to surface meaningful ideas that drive value.   Of course, delivering insight effectively is just as important as the insight itself.   This episode breaks down five golden rules for sharing insights with humility, clarity, and empathy. These include asking for permission, making it specific and personal, tying insights to both emotional and business impact, and inviting collaboration - always positioning the customer as the hero of the conversation.   When used well, insight becomes a catalyst for trust, momentum, and truly differentiated sales conversations.   WEEKLY CHALLENGE: Ahead of the next sales call, sales professionals are encouraged to identify one insight that could shift the customer’s current perspective. Using the Trend–Impact–Action framework, prepare how it will be introduced, and ask for permission to share it. The result? A conversation that feels less like a pitch - and more like progress.   Connect with Fred: 📘 Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling 🔗 https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/n-2iLH1Ej5w

Value - it's something every customer wants, but few can clearly define.   Ever wonder why your customers often don't know what "better" looks like, even when they want improved results?   What if you could help them uncover and articulate that value? It’s a skill that separates the average salesperson from the exceptional one.   In this episode of Sales Today, we're diving into a core principle of modern selling: helping your customers find their version of value.   Whether it's cost reduction, increased efficiency, or a competitive edge, great salespeople co-create value with their customers, ensuring that what’s offered truly resonates.   We’ll explore how to ask the right questions, apply insightful frameworks, and use their language to communicate value that sticks.   Highlights: -        The mystery of value: Why customers often don't know what they want, and how to help them figure it out.   -        Uncovering hidden value through deeper questions: What’s important to the customer and what’s the impact if nothing changes?   -        The value pyramid: Understanding different customer priorities at various levels, from cost savings to competitive advantage.   -        Tools like the SWOT analysis and respect factors that can uncover new ways to help your customer.   -        How to align your sales pitch with what your customer truly cares about by using their words and tying it to real business outcomes.   Actionable tip: Take a moment to write down what you think the customer values, then ask them directly. You'll be surprised by the insights that come from it!   This isn’t just about offering a product or service - it’s about building trust and positioning yourself as a partner in their success.   Listen now and learn how to make your sales approach truly value-driven.   Connect with Fred: Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/ABBTOeWAXp0  

No change, no sale.   In this episode of Sales Today, discover why change is the true driver behind every deal - and how the best salespeople use it to create urgency, relevance, and trust.   Explore the RESPECT Framework, a practical tool that breaks down the 7 major external forces influencing customer behaviour:   Regulation Economic Social Political Environmental Competition Technology   Learn how to recognise and respond to these change drivers to lead with insight, ask better questions, and guide customers through uncertainty - ethically and effectively.   Key Topics Covered: Why change is the foundation of sales momentum How to apply the RESPECT framework in discovery conversations Real-world examples of change drivers in action Strategies for shifting from product-pitching to clarity-selling How to position yourself as a trusted advisor, not a vendor   Action Step: Review an active deal or account. Use the RESPECT framework to identify change drivers. Turn insights into tailored discovery questions - and shift the conversation toward strategic value.   Connect with Fred: 📘 Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling 🔗 https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/4lUeiv6QgwA